Saudi Arabia leads a global dialogue as the UN Tourism General Assembly marks its 50th anniversary in the Kingdom
From 9 to 12 November 2025, Riyadh has become the beating heart of global tourism. The 26th UN From 9 to 12 November 2025, Riyadh has become the beating heart of global tourism. The 26th UN Tourism General Assembly, the largest in the organisation’s history, has brought together delegations from more than 150 countries — uniting ministers, tourism chiefs, and investors under one roof to chart a collective vision for the future of global travel.
Held under the theme “AI-Powered Tourism: Redefining the Future,” the event marks both the 50th anniversary of UN Tourism and a symbolic milestone in Saudi Arabia’s emergence as a world leader in tourism diplomacy.
Saudi Arabia’s moment on the global tourism stage
Hosting the General Assembly for the first time in the Arabian Gulf, Saudi Arabia has underscored its growing role in shaping the global tourism agenda. Speaking at the opening ceremony, Ahmed Al-Khateeb, Saudi Minister of Tourism, described the gathering as “an important juncture in the journey of international cooperation and joint action under the umbrella of UN Tourism.”
He added, “The tourism industry has proven to be a key driver of economic growth and social development, improving lives around the world. As part of UNTGA26, we reaffirm our commitment to highlighting the vital role of this sector by strengthening collaboration with global tourism leaders to promote sustainability and prosperity in global tourism.”
Al-Khateeb also highlighted the Kingdom’s achievements under Vision 2030, noting that tourism has become a pillar of national transformation — contributing to job creation, heritage conservation, and international understanding. “Riyadh is a city that combines authenticity and modernity, rich history and a promising future,” he said.
Under the patronage of Crown Prince Mohammed bin Salman, Saudi Arabia has rapidly transformed its tourism sector into a main pillar of national development, aligning with the Vision 2030 strategy to diversify the economy beyond oil. Globally, tourism now contributes over $11 trillion to GDP and one in every ten jobs. Saudi Arabia’s own growth has been remarkable: it surpassed 100 million annual visitors ahead of schedule and has now set a new goal of 150 million visitors by 2030.
The Riyadh assembly provided a fitting stage to highlight this transformation. The Kingdom’s partnership with UN Tourism has deepened dramatically — from chairing the Executive Council to hosting the organisation’s first-ever Regional Office for the Middle East, inaugurated in Riyadh in 2021. That office has become a regional hub for education, innovation, and investment, cementing Saudi Arabia’s role as a key partner in global tourism governance.
A historic new Arab leader
The Riyadh assembly also marked a turning point in global tourism leadership. Shaikha Nasser Al Nowais, an Emirati national with more than 16 years of experience in hospitality and tourism investment, was elected as the next Secretary-General of UN Tourism — becoming the first Gulf Arab and the first woman to hold the position in the organisation’s history. She will begin her four-year term in January 2026.
Addressing the Assembly, Al Nowais said:
“This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.”
She outlined five core priorities for her mandate:
“Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”
Her appointment was greeted with widespread applause, particularly from Arab delegations. Saudi Minister Ahmed Al-Khateeb hailed the moment as “a fitting conclusion to a historic week for our region — the election of the first Arab and female Secretary-General on Saudi soil.” Observers described her election as both symbolic and strategic — a sign that the Middle East now plays a central role in shaping the future of global tourism.
Innovation, AI, and redefining the future of tourism
A future-focused spirit permeated the Riyadh proceedings. The theme — “AI-Powered Tourism: Redefining the Future” — reflects both global trends and Saudi Arabia’s own strategic priorities. Sessions explored how artificial intelligence and digital transformation can drive sustainable, inclusive growth — from big-data management in destinations to AI-enhanced visitor experiences.
“We believe innovation and technology are a driving force for developing the sector,” said Al-Khateeb. “We are investing in AI and modern innovations to enhance the human touch that distinguishes tourism and the personal connection visitors seek.”
UN Tourism Secretary-General Zurab Pololikashvili echoed this vision, describing the Riyadh assembly as “a landmark in the evolution of the tourism sector.” He praised the Kingdom for its pioneering e-visa programme, calling it “a simple but powerful step that changed everything,” and hailed Saudi Arabia as “one of the most ambitious and forward-looking nations investing in tourism at an unprecedented scale.”
“The results speak for themselves — hosting the G20 Summit, this General Assembly, and soon Expo 2030 and the FIFA World Cup in 2034,” Pololikashvili said. He added that establishing the UN Tourism Regional Office in Riyadh was “one of the greatest honours of my career — living proof of what determination can achieve.”
GCC unity and regional leadership
For the Gulf Cooperation Council, the Riyadh assembly marked a collective success. Jasem Albudaiwi, Secretary-General of the GCC, said Saudi Arabia’s hosting “reflects its quality initiatives in enhancing joint international action and establishing a more prosperous and sustainable tourism ecosystem.”
He underlined the GCC countries’ shared focus on tourism as a driver of economic diversification, citing infrastructure development, service quality, and sustainability as key regional priorities. “The GCC countries pay great attention to tourism and its related sectors, viewing it as a pivotal tributary for economic growth and the diversification of income sources,” he noted.
The event also served as a showcase of Gulf unity. Saudi Arabia, Qatar, the UAE, Oman, and Bahrain all sent high-level delegations, highlighting the GCC’s growing cooperation in tourism policy and marketing. The forthcoming “Schengen-style” GCC visa, expected to debut in 2026, was frequently cited as a game-changer that will enable seamless travel across member states — an opportunity to position the Gulf as a single, integrated luxury destination.
On the sidelines of the General Assembly, the Saudi Tourism Authority and Qatar Tourism signed a memorandum of understanding to strengthen tourism promotion, marketing, and product development across both countries. The agreement, signed by Fahd Hamidaddin, CEO of the Saudi Tourism Authority, and Eng. Abdulaziz bin Ali Al-Mawlawi, Chief Marketing and Promotion Officer at Qatar Tourism, commits both nations to joint campaigns, coordinated international representation, and the exchange of best practices. The partnership builds on the long-standing ties between the two Gulf neighbours and will align closely with the coming unified GCC visa framework. For high-end travellers, it signals the emergence of a truly connected regional experience — from Riyadh and Diriyah to Doha’s art and coastal escapes.
Global perspectives: tourism as a force for good
The General Assembly also reaffirmed tourism’s power to connect cultures and strengthen economies. In a special video address, UN Secretary-General António Guterres described tourism as “a powerful force for good — it brings people together, builds bridges between cultures, and opens pathways to understanding and even peace.”
He urged that tourism’s record recovery must remain inclusive and sustainable, benefiting local communities and protecting cultural and natural heritage. “Growth must be a force for good,” he said, “ensuring that prosperity and sustainability go hand in hand.”
UN Tourism data shows that global arrivals are now at an all-time high, with the Middle East among the world’s fastest-growing regions. Saudi Arabia’s leadership — from sustainable destination development in Diriyah and AlUla to responsible investment in Red Sea projects — has been widely recognised as a model for balancing innovation with preservation.
Legacy of Riyadh 2025: a turning point for global tourism
As the 26th UN Tourism General Assembly concludes, it is clear that Riyadh 2025 will be remembered as a landmark moment — not only for Saudi Arabia but for the global tourism community. The event showcased the Kingdom’s ability to convene the world, its commitment to sustainability and innovation, and its determination to turn tourism into a bridge between cultures and economies.
The conversations in Riyadh — on AI, governance, regional integration, and leadership diversity — will shape policy and investment decisions for years to come. They reaffirm that the Gulf is no longer just a destination, but an architect of the sector’s future.
Editor’s note: Saudi Arabia’s hosting of the 26th UN Tourism General Assembly reaffirms its place at the centre of global tourism dialogue — connecting innovation, sustainability, and cultural authenticity in one powerful narrative.
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