Arab Tourism Organisation Shines at UNWTO General Assembly in Riyadh: A New Era for Travel

Published on November 10, 2025

The global tourism community converged in Saudi Arabia as Riyadh hosted the 26th United Nations World Tourism Organization (UNWTO) General Assembly from November 7 to 11, 2025. This major gathering marks the UNWTO’s 50th anniversary and positions Riyadh as a key hub for advancing tourism innovation, with a particular focus on Artificial Intelligence (AI) and digital transformation in the sector. The Assembly’s theme, “AI‑Powered Tourism: Redefining the Future,” set the stage for the Arab Tourism Organisation (ATO) to play a pivotal role in reshaping the region’s tourism landscape.

Arab Tourism Organisation’s Strategic Role in Shaping the Future of Travel

The Arab Tourism Organisation (ATO), representing the diverse tourism assets of the Arab world, is a prominent participant at the 26th session of the UNWTO General Assembly. By engaging in high-level discussions, the ATO is reinforcing its commitment to not only preserving the rich cultural heritage of Arab nations but also embracing new technologies and digital strategies to enhance the tourism experience. The ATO’s participation is significant as the tourism industry looks to modernise its infrastructure, enhance visitor services, and integrate AI-driven solutions to improve everything from booking systems to cultural experiences.

The Assembly offers the perfect platform for the Arab region to showcase how AI and digital tools can be leveraged to boost tourism experiences, enhance operational efficiency, and drive sustainability. Saudi Arabia, which has made significant strides in diversifying its economy through tourism, is positioned at the forefront of these discussions, advocating for innovation while preserving its traditional values and heritage.

AI-Driven Tourism: The Future is Now

The theme of the UNWTO’s 26th Assembly places a sharp focus on how Artificial Intelligence can revolutionize the travel industry. From smart tourism systems to personalised visitor experiences, AI is set to transform how destinations manage and engage with tourists. Riyadh’s selection as the venue underscores the importance of embracing digital transformation, which is crucial for both global and regional tourism sectors.

The key discussions at the Assembly are set to explore how AI tools can be applied to optimise visitor management, increase sustainability, and improve tourism marketing. Arab countries, with their unique landscapes and historical sites, are looking to AI to offer seamless travel experiences for tourists, from virtual reality tours of cultural heritage sites to predictive analytics for crowd management. Additionally, AI-powered systems promise to enhance safety and improve the overall customer experience by providing real-time updates on everything from weather conditions to flight statuses.

Strategic Impact for Arab Tourism: Aiming for Global Leadership

The involvement of the ATO in this Assembly also signifies the growing role of the Arab region in the global tourism sector. With a clear focus on innovation, sustainability, and inclusivity, the Arab nations are well-positioned to lead the charge in reimagining tourism. By integrating AI technologies, they aim to not only enhance the visitor experience but also address global challenges such as climate change, overtourism, and digital accessibility.

Saudi Arabia’s ambitious Vision 2030 initiative, which aims to diversify its economy and boost tourism, further aligns with the objectives of the UNWTO Assembly. The country has been making impressive investments in tourism infrastructure, including the development of smart cities and sustainable resorts, to make tourism more accessible and environmentally friendly. By hosting the Assembly, Saudi Arabia not only underscores its commitment to the tourism industry but also demonstrates its leadership in driving change through innovation.

Sustainability in Tourism: A Key Focus for the Future

Sustainability is another major topic on the agenda for the 26th General Assembly. With tourism being a significant contributor to global economies, the sector must take steps to ensure its growth does not come at the expense of the environment. The UNWTO has called for the adoption of sustainable practices, including responsible tourism, the reduction of carbon emissions, and the preservation of cultural heritage.

Arab destinations, with their vast deserts, ancient sites, and coastal areas, face unique sustainability challenges. However, by adopting AI solutions and smarter resource management systems, the region is positioned to reduce its environmental footprint while simultaneously increasing its tourism appeal. This includes implementing energy-efficient technologies, encouraging sustainable travel practices, and promoting eco-tourism initiatives that highlight the region’s natural beauty.

What’s Next for Arab Tourism? Global Partnerships and Regional Collaboration

The discussions at the Assembly are just the beginning of what promises to be a transformative period for the Arab tourism sector. With global and regional partnerships in the works, the Arab region is set to become a key player in the future of tourism. Through collaboration with tech innovators, global tourism bodies, and local stakeholders, Arab nations are poised to create a more integrated and sustainable tourism ecosystem.

By embracing AI, the region not only seeks to stay competitive in the global tourism market but also aims to deliver new, high-quality experiences for visitors. Whether it’s exploring the ancient pyramids of Egypt, the bustling souks of Marrakech, or the futuristic developments in the UAE, the Arab region is set to redefine the tourism landscape in ways that blend the past with the future.

Conclusion: A New Era for Tourism in the Arab World

The 26th UNWTO General Assembly in Riyadh marks a new chapter for global tourism, with the Arab region playing an instrumental role in driving digital transformation and sustainable practices in the industry. As the Assembly unfolds, all eyes are on the Arab Tourism Organisation and its member states, whose contributions will shape the future of tourism for years to come. With AI-driven solutions and a strong focus on sustainability, the Arab region is not only enhancing the visitor experience but also setting the standard for how the tourism industry can thrive in the digital age.