SUSTAINABILITY: UNWTO AND THE WORLD CODE OF ETHICS FOR TOURISM World Code of Ethics for Tourism, as soft law, must be understood not from the point of view of its normative content in the strict sense, but as a step between the non-existence of a normative framework due to the lack of a political context for the politicization of rigid norms and the existence of a mandatory law, notably because the policy of All or Nothing in international law can mean the postponement of regulation of international tourism for many years or even its non-regulation, weakening its future, which is based on responsible and sustainable development. V. CONCLUSION As we have seen, the tourism sector is directly linked to and affected by climate change and global warming. Understanding that the different structures that make up the sector need to base their actions on good governance practices, taking environmental and social aspects into account, is fundamental to guaranteeing the sustainability of tourist centers, as well as alignment with international and national regulations on the subject. The use of instruments and soft negotiations in international law is already a reality that affects all areas of the subject, causing a spiral of normative construction that "encompasses norms with varying levels of normativity that are requested in the dynamics of international normative production" (GUERRA, 2023, p. 218). In this sense, the World Code of Ethics for Tourism represents one of the sector's main soft law instruments, which, despite its non-binding nature, has been weaving together ESG principles in the understanding of the subject in the 21st century. COP30, which will be hosted by the Amazonian state of Pará, includes in its discussions the contributions and duties that the tourism industry is called upon to fulfil with regard to sustainability and environmental protection. In the absence of a predominantly binding regulatory framework within the tourism sector, the World Tourism Organization and other international bodies have taken on a central role in dealing with the issue, from measuring the impact of the activity on the environment to setting standards to be observed by the players involved in the most diverse services.
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