This video features a message from WHO Director-General at the 2024 World Conference on Traditional Medicine, held in Beijing on December 3–4. During the conference, participants from 85 countries adopted the Beijing Declaration, which underscores the role of traditional medicine as a vital component of cultural heritage and its significant contributions to health throughout the life course. The declaration also calls for enhanced research, stronger evidence, and greater international collaboration to effectively integrate traditional medicine into global healthcare systems.