In the dynamic world of global tourism, Saudi Arabia has emerged as a beacon of transformation, setting the stage for an exciting future. Zurab Pololikashvili, Secretary-General of the World Tourism Organization (UNWTO), calls the Kingdom his “second home”, since opening an office here in May 2021. He shares his perspectives on Saudi Arabia’s influential role in shaping the international tourism landscape.
Saudi Arabia’s commitment to reshaping its tourism sector has garnered worldwide attention. Ambitious projects like The Red Sea and Diriyah have propelled the Kingdom into the global spotlight. Pololikashvili acknowledges this transformation, affirming, “Saudi Arabia is rewriting tourism history with remarkable strides.”
UNWTO, a leading player in global tourism, has actively collaborated with Saudi Arabia on its tourism journey. Pololikashvili attests to this partnership, stating, “UNWTO proudly stood by Saudi Arabia when it opened its doors to international tourism in 2019.”
In a historic move, UNWTO opened a Regional Office for the Middle East in Riyadh, Saudi Arabia, in May 2021. The office symbolizes UNWTO’s commitment to guiding the development of tourism across global regions. The inauguration ceremony was attended by key figures, including UNWTO Secretary-General Zurab Pololikashvili, Her Royal Highness Princess Haifa Al-Saud, and Saudi Minister for Tourism, His Excellency Ahmed Al Khateeb.
A hub for growth and symbol of hope
An important milestone was the establishment of UNWTO’s first Regional Office for the Middle East in Riyadh in 2021. Pololikashvili explains, “Saudi Arabia’s unwavering commitment to tourism and its innovative workforce made Riyadh the ideal host city for our Regional Office.”
The UNWTO Regional Office is, says Pololikashvili, a centre of conversation, debate and decision-making and bring hope to many people across the region allowing them to enjoy the social and economic benefits only tourism can deliver. It serves as a hub for UNWTO to coordinate policy and initiatives across its 13 Member States in the region. This includes a number of tourism projects and products, among them the new “Best Tourism Villages by UNWTO”, launched on the occasion of the opening of the Regional Office. Alongside this, Riyadh is also home to an expanded UNWTO International Tourism Academy, providing opportunities for people of all backgrounds from across the region, including women and youth.
Promoting Responsible and Sustainable Tourism
UNWTO’s Regional Office in Riyadh plays a pivotal role in advocating responsible and sustainable tourism practices. Pololikashvili underscores the importance of these initiatives, stating, “Our work aligns with UNWTO’s vision for a transformed tourism sector.”
He highlights the significance of education and skills development programs to empower the local workforce. Initiatives like the Best Tourism Villages by UNWTO celebrate rural destinations where tourism positively impacts local communities.
The Jeddah Call to Action
The Jeddah Call to Action, signed during the 116th session of the UNWTO Executive Council, marked a significant milestone. Pololikashvili notes that Saudi Arabia’s role in hosting this event demonstrated its strong support for UNWTO’s mission. The call recognizes the need for a new model of tourism governance to bring about transformation in the sector. “Now is the time to think big”, said the UNWTO Secretary-General welcoming delegates and speakers during the session. Pololikashvili stressed the need to “realize tourism’s unique potential to drive recovery, provide opportunity and build resilience, through better and stronger governance and focusing on jobs, training and education”.
The Jeddah Call to Action recognizes the vital need for more and better tourism governance, with targeted investments and a focus on building resilience, advancing sustainability and expanding education and training. It forms part of UNWTO’s wider work ensuring the recognition of tourism reflects the sector’s unique social and economic importance, including through making it a key part of the work of the United Nations and securing the cooperation of governments, international organizations and financial institutions.
Empowering Small Enterprises
Small enterprises are the backbone of national economies, and UNWTO recognizes their pivotal role in the tourism sector. Pololikashvili underscores UNWTO’s commitment to supporting small enterprises, stating, “UNWTO is a staunch advocate for small enterprises and entrepreneurs.”
He highlights UNWTO’s efforts to empower small enterprises, including policy guidance recognised by G20 Leaders and initiatives to help them adapt to the digital age, enhancing their competitiveness.
World Tourism Day 2023: “Tourism and Green Investments”
World Tourism Day 2023 will be celebrated in Saudi Arabia under the theme “Tourism and Green Investments.” Pololikashvili explains, “This theme underscores the importance of increasing investments in tourism.” It emphasises the need for strategic investments in tourism to accelerate the industry’s transition towards sustainability.
UNWTO’s Immediate Objectives
Pololikashvili outlines UNWTO’s immediate priorities, including investing in people and skills, addressing the climate crisis, and rethinking tourism governance. He emphasizes the importance of education, sustainability, and governance in UNWTO’s agenda.
As Saudi Arabia continues to redefine global tourism, UNWTO stands as a steadfast partner, working collaboratively to usher in an era of responsible, sustainable, and inclusive tourism. Saudi Arabia’s journey is not only reshaping its own tourism sector but also influencing the global tourism landscape.
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Read also: RIYADH HOSTS WORLD TOURISM DAY
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Text by Gerard Lefebvre and Richard Barnes
