With record attendance from over 150 nations, the event spotlights tourism as a trillion-dollar economic engine and sets a strategic agenda focused on AI, sustainability, and inclusive growth.
RIYADH – In a powerful demonstration of its growing influence, Saudi Arabia opened the largest-ever UN World Tourism Organization (UNWTO) General Assembly in Riyadh, positioning itself at the forefront of the global travel industry’s future.
The milestone 26th session, celebrating 50 years of the UNWTO, has convened ministers, leaders, and experts from more than 150 countries to chart a new course for the sector. Saudi Minister of Tourism Ahmed Al-Khateeb declared the gathering a critical moment for “international cooperation and joint action,” aimed at collectively elevating global tourism.
“The tourism sector has proven to be a key driver of economic growth and social development, improving lives around the world,” Al-Khateeb stated in his opening address. He reaffirmed the Kingdom’s commitment to working with global leaders to promote sustainability and prosperity within the industry.
The minister outlined a comprehensive vision for the future, emphasizing the need to develop human capital for an estimated 43 million new jobs in the next decade. He also highlighted technology and Artificial Intelligence (AI) as transformative forces, noting Saudi Arabia’s specific investments in AI to enhance, not replace, the human touch in tourism.
The Kingdom’s own rapid transformation was a central theme. UNWTO Secretary-General Zurab Pololikashvili praised Saudi Arabia’s “ambitious and powerful” investments, citing its simplified e-visa system and the success of Vision 2030. He pointed to the nation’s upcoming mega-events—Expo 2030 and the FIFA World Cup 2034—as evidence of its rising global stature.
“As we look around us here, we see those dreams becoming reality,” Pololikashvili said, commending the Kingdom’s reforms.
In a video message, UN Secretary-General Antonio Guterres called tourism “a powerful force for good” that builds cultural bridges. He urged that the sector’s growth must be “inclusive and sustainable,” ensuring it benefits local communities while safeguarding environmental and cultural heritage.
The four-day assembly is set to define the global tourism agenda for the coming years, with Saudi Arabia firmly positioned as a central architect of its future.
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