At the Digital Transformation in Hotel Technology Conference in Nice, we had the opportunity to sit down with Daniela Otero, Interim Chair of the World Committee on Tourism Ethics at UN Tourism. With a wealth of experience in tourism governance and ethical policy-making, Otero plays a key role in shaping global discussions around sustainable and responsible tourism.
UN Tourism, formerly the United Nations World Tourism Organization (UNWTO), is the leading international body responsible for the promotion of sustainable, ethical, and accessible tourism worldwide. One of its key missions is to establish guidelines that help destinations balance economic growth with environmental sustainability, cultural preservation, and the fair treatment of workers.
Saudi Arabia, as a rapidly emerging player in global tourism, has made significant commitments to these principles, notably through its support for UN Tourism’s initiatives and the establishment of a regional office in Riyadh. This office acts as a hub for tourism policy development across the Middle East, ensuring that the region’s growth aligns with international best practices. As the Kingdom builds its tourism sector from the ground up under Vision 2030, it has a unique opportunity to integrate sustainability, technology, and ethics into its foundational policies.
In this exclusive conversation, Otero shares her insights on the ethical challenges and opportunities of digital transformation in tourism, with a particular focus on Saudi Arabia’s development trajectory. We began by asking why ethical considerations are so crucial when integrating technology into the tourism industry…
Daniela Otero: One of the biggest challenges we face today is ensuring that technological advancements in tourism serve the right purpose. Too often, we see destinations rush to implement new tools without thinking about their long-term impact.
Ethical considerations should be embedded from the very beginning of any tourism strategy. If you try to retrofit ethics later, it simply doesn’t work. Technology must be developed within a broader framework that considers its social impact, sustainability, and human interaction.
Saudi Arabia is in a unique position because it is building its tourism industry from the ground up. This means it can learn from the mistakes and successes of other destinations and create an approach that is not only innovative but also responsible.
Saudi Arabia is positioning itself as a leader in luxury and cultural tourism. How can technology be used to enhance, rather than replace, the human experience in travel?
This is a key issue. People travel for experiences, and those experiences are shaped by human interaction. Luxury tourism, in particular, is about highly personalised service—not just efficiency.
Technology should be seen as a support system rather than a replacement for hospitality. Saudi Arabia is developing its high-end tourism sector, and its success will depend on how well it integrates authentic human connection into the experience.
For example, AI-driven concierge services can streamline guest interactions, but they shouldn’t replace the warmth of personal service. Similarly, digital booking platforms can simplify travel logistics, but they must also allow for customisation and cultural sensitivity—especially in a country with such a distinct identity.
AI and automation are becoming major tools in the hospitality sector. How can Saudi Arabia ensure that digitalisation does not lead to job losses in tourism?
This is a major issue that doesn’t just concern Saudi Arabia but every country investing in AI-driven tourism. Automation can increase efficiency and profitability, but it should be implemented responsibly.
Every new technology should come with policies that protect workers. The goal should not be to replace jobs but to create new ones in digital tourism, customer service, and cultural experience roles.
One of the best examples is in Venice, where technology is being used to manage visitor flow and prevent overcrowding without taking away local jobs. Saudi Arabia can adopt similar strategies, ensuring that automation helps staff do their jobs better, rather than eliminating the need for them altogether.
Governments need to be proactive, ensuring that tourism automation policies align with employment protection. Regulation shouldn’t restrict progress—it should guide it in a responsible way.
Saudi Arabia is investing heavily in heritage tourism. How can technology help protect cultural sites while ensuring an authentic visitor experience?
Saudi Arabia’s cultural heritage is one of its strongest assets, and technology can play a huge role in preserving and showcasing it.
One great example is augmented and virtual reality (AR/VR). These tools allow visitors to explore heritage sites in an immersive way, reducing foot traffic in fragile areas while still delivering an engaging experience.
For instance, Pompeii in Italy has used digital mapping and VR reconstructions to bring the ancient city to life without disturbing the original ruins. Saudi Arabia could do something similar in places like AlUla or Diriyah, giving tourists an interactive experience while minimising environmental impact.
Another key area is smart ticketing and crowd management. By using AI-driven visitor flow systems, Saudi Arabia can reduce congestion at major sites, ensuring that tourism remains sustainable and enjoyable for everyone.
With Saudi Arabia rapidly emerging as a global tourism leader, what role do you see the Kingdom playing in shaping ethical tourism policies in the region?
Saudi Arabia is taking an incredibly ambitious approach to tourism development, and if it incorporates strong ethical principles from the outset, it can be a leader in responsible tourism.
By hosting UN Tourism’s regional office in Riyadh, Saudi Arabia has positioned itself as a policy hub for the Middle East. This means the Kingdom can influence how sustainable tourism is developed across the region, setting standards for ethical governance, workforce policies, and environmental responsibility.
There is also a growing collaboration between Saudi Arabia and global tourism bodies. This is key because sustainable tourism is not just a national issue—it’s a global one. By fostering international partnerships, Saudi Arabia can ensure that its rapid development aligns with best practices worldwide.
How does UN Tourism plan to support Saudi Arabia’s tourism strategy moving forward?
The opening of UN Tourism’s regional office in Riyadh was a huge step forward. It provides a platform for collaboration, ensuring that Saudi Arabia has access to global expertise, training, and policy support.
At UN Tourism, we are committed to working with the Saudi government and private sector stakeholders to help integrate ethical tourism practices into every aspect of development. This includes governance, sustainability, workforce protection, and cultural preservation.
The key is to make sure ethics are not an afterthought but an integral part of tourism strategy from the very beginning.
Finally, what advice would you give to Saudi Arabia as it builds its tourism sector?
My main advice would be to focus on balance. Technology is a tool, not the goal. It should be used to enhance human interaction, protect heritage, and create sustainable jobs—not just to maximise efficiency.
Tourism is ultimately about people. It’s about guests feeling welcomed, employees feeling valued, and communities benefiting from growth. If Saudi Arabia can ensure that technology serves people—and not the other way around—it will create a truly world-class tourism experience.
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Read also: Redefining hospitality through technology: lessons for Saudi operators
