Historic UN Tourism General Assembly In Riyadh: Fifty Years Of Cooperation Meet The Age Of AI Innovation

Published on November 8, 2025

A pivotal moment for the international travel industry was recently observed as the 26th UN Tourism General Assembly commenced in Riyadh, the capital of Saudi Arabia. This momentous event was scheduled from November 7 to 11, 2025, and immediately became a historic landmark for the sector. The General Assembly, which is the principal gathering of the world’s leading tourism organization, was convened to debate topics of vital importance to the global tourism sector, approve the budget and programme of work, and establish the strategic direction for the ensuing two years.

The setting for this critical dialogue was notably significant, as the Assembly was being hosted by a nation belonging to the Gulf Cooperation Council (GCC) for the first time, thereby underscoring the dynamic shifts and burgeoning influence of the Middle East region within the global tourism landscape. This landmark gathering was further distinguished by the celebration of the agency’s 50th anniversary, commemorating half a century of global cooperation and shared progress since UN Tourism was established 50 years ago. The scale of the event was recognized as the largest Assembly in the organization’s history, with around 160 delegations being represented, comprising ministers, senior officials, and influential leaders from across the industry and civil society.

The Strategic Importance of the Host Nation

The designation of Riyadh as the host city was widely considered a testament to Saudi Arabia’s rising prominence and unwavering commitment to becoming a major global tourism convener. The Kingdom’s dedication to advancing the industry and facilitating impactful dialogue on the global stage was prominently showcased throughout the proceedings. This significant hosting role was being executed with extensive cooperation and meticulous planning alongside UN Tourism and a wide range of international partners. The commitment of the nation to an open, creative, and sustainable travel industry going forward was put on full display, with the nation leveraging its position as one of the fastest-growing travel destinations in the world and a significant global investor in the travel industry.

The event served as a powerful platform for highlighting the nation’s massive transformation under its ambitious Vision 2030 program. Under this national strategy, the goal of greater economic diversification and job creation, particularly through the utilization of a specialized tourism initiative, is being vigorously pursued. The presence of such a high-level global body in the capital further cemented the Kingdom’s strategic pivot. The government’s enthusiasm for welcoming the world was formally articulated by His Excellency Ahmed Al Khateeb, the Minister of Tourism for Saudi Arabia. His sentiment conveyed that the Kingdom was not only proud to host the event and celebrate UN Tourism‘s five decades of global cooperation, but that the week itself marked a defining opportunity. It was understood that the General Assembly presented a crucial chance to shape how the tourism sector would achieve growth in the decades ahead, primarily through strategies focused on stronger connectivity, enhanced sustainability practices, deeper investment in human capital, and innovation powered by advanced technology.

The Central Theme of Digital Transformation

The adoption of the theme, AI-Powered Tourism: Redefining the Future, signaled a critical acknowledgment that the sector is undergoing a rapid digital transformation, fundamentally reshaping how people discover, book, and experience destinations across the globe. The discussions were focused on establishing a global framework for the ethical and responsible application of Artificial Intelligence (AI) within the industry. The primary objective of the discourse was to ensure that AI served both people and places effectively, thereby supporting job creation, assisting small businesses, promoting effective destination stewardship, and contributing meaningfully to the overall achievement of the Sustainable Development Goals (SDGs).

A landmark thematic session, titled The Impact of Artificial Intelligence and Innovation in Shaping Global Tourism, was organized as part of the Assembly. This session was designed to feature a curated series of high-level presentations and comprehensive discussions that showcased cutting-edge integrations of AI across various segments of the tourism industry. Focus areas were to include data-driven destination management, personalized marketing strategies, predictive demand modeling, the enhancement of visitor safety protocols, and the optimization of sustainable operational practices. Furthermore, a commitment to these new technologies was expected to be formalized through the issuance of the Riyadh Declaration on AI, a significant document affirming the sector’s unified direction on the matter. The culmination of the technological focus was also marked by the finale of the UN Tourism Global AI Challenge, recognizing innovative applications of AI by emerging startups.

Executive Direction and Agenda Highlights

The operational structure of the General Assembly provided a detailed forum for addressing the organization’s highest level of business. Over the course of the week, delegates were scheduled to participate in four plenary sessions of the General Assembly. Additionally, numerous meetings of seven specialized committees were convened, including those dedicated to Statistics, Tourism and Competitiveness, Tourism and Sustainability, Affiliate Membership, and the Programme and Budget. This rigorous agenda was deliberately constructed to foster detailed discussions on how artificial intelligence and broader digital transformation initiatives could be effectively utilized to accelerate sustainable and inclusive growth while simultaneously deepening international cooperation within the tourism sector.