Saudi Arabia’s Role in Transforming Global Tourism at the 26th UN Tourism General Assembly

Saudi Arabia at the Forefront of Global Tourism Transformation

Saudi Arabia is currently playing host to a pivotal event in the world of tourism—the 26th UN Tourism General Assembly from 7 to 11 November 2025. This gathering not only celebrates the 50th anniversary of the organization but also marks the first time the assembly is held in the Gulf region. Set in the dynamic city of Riyadh, it highlights the Kingdom’s evolving position as a rising star in tourism and international policy discussions.

Economic Momentum and Vision 2030

Tourism in Saudi Arabia is rapidly emerging as a significant economic pillar, thanks to the ambitious Vision 2030 initiative. By 2024, tourism is projected to directly employ over 960,000 individuals and contribute SAR 168.5 billion in inbound spending—a 19% growth from the previous year. This surge underscores how tourism is morphing from a primarily local activity into a global engine for prosperity, cultural connection, and innovation.

The Assembly’s Ambitious Agenda

The delegation includes representatives from 160 UN member states, global tourism leaders, and stakeholders from international organizations, convening at the Mandarin Oriental Al Faisaliah Hotel. The theme of the assembly centers on the impact of artificial intelligence and innovation in shaping sustainable, inclusive, and digitally advanced tourism sectors worldwide. Key discussions also focus on balancing technological advancements with the protection of cultural and environmental assets.

A Glimpse into the Future of Tourism

The assembly coincides with the rebranding of the organization from the UN World Tourism Organization to simply UN Tourism, symbolizing a shift towards greater agility and connectivity within the sector. According to the UN Secretary-General, tourism is a “powerful force for good” that must fully benefit local communities and foster equality while safeguarding invaluable heritage.

Leadership Reflecting Regional Influence

A historic moment at the assembly was the election of Shaikha Nasser Al Nowais from the UAE as the next Secretary-General of UN Tourism—the first woman and first Emirati to hold this prestigious role. This milestone, along with Saudi Arabia’s role as event host, signals a new era of Gulf leadership in global tourism governance. Saudi Arabia’s Vice Minister of Tourism underlined the Kingdom’s focus on education, innovation, and partnerships that have already provided over 680,000 training opportunities for nationals since 2020.

From Assembly to Global Forum: TOURISE

The conclusion of the General Assembly will transition smoothly into TOURISE, Saudi Arabia’s newly launched global tourism and investment forum. This event aims to cement Riyadh’s standing as a pivotal hub for the future of travel, reinforcing the Kingdom’s commitment not just to host but to lead the development of international tourism agendas.

Riyadh: A New Epicenter in Global Tourism

Once known primarily for its desert landscapes, Riyadh is reinventing itself as a nexus of culture, technology, and sustainable tourism. The Assembly showcased a blend of Saudi heritage and digital creativity during a grand performance in Riyadh’s BLVD City, capturing this transformative spirit.

Opportunities and Challenges Ahead

As the world navigates issues like climate change, AI integration, and evolving traveler expectations, Saudi Arabia’s emergence as a global tourism leader signals a shift in the industry’s center of gravity. The next fifty years look to emphasize intelligence-driven growth, inclusivity, and diversification of destination influences with Saudi Arabia as a cornerstone.

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Conclusie

Saudi Arabia’s hosting of the 26th UN Tourism General Assembly marks an important milestone in the global tourism landscape. The Kingdom’s rapid growth, innovation-driven approach, and leadership role in shaping sustainable and inclusive travel reflect a dynamic shift in tourism’s future. With rising international tourist arrivals and investment in digital transformation, Saudi Arabia is becoming an integral player on the world’s travel map.

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