Oman Sets Bold Path for Future of Tourism by Embracing AI and Innovation at UNWTO General Assembly 2025 With Visionary Focus on Smart, Sustainable Growth

Published on November 6, 2025

Oman is taking a bold step towards revolutionizing global tourism by embracing artificial intelligence (AI) and innovative digital solutions at the 26th UNWTO General Assembly in Riyadh, Saudi Arabia, in November 2025. As the country’s tourism sector continues to evolve, Oman is positioning itself at the forefront of smart, sustainable travel practices by integrating cutting-edge technology into its strategies. Led by Minister of Heritage and Tourism, Salim Mohammed Al Mahrouqi, the Omani delegation is set to showcase the country’s commitment to AI-powered tourism, emphasizing its role in enhancing the tourist experience, streamlining operations, and fostering sustainable growth. This forward-thinking approach reflects Oman’s dedication to not only improving its tourism infrastructure but also ensuring its competitive edge in an increasingly digital and interconnected world, making it a global leader in redefining tourism for the future.

Oman is gearing up for a significant presence at the 26th session of the United Nations World Tourism Organization (UNWTO) General Assembly, scheduled to take place in Riyadh, Saudi Arabia, from November 7 to 11, 2025. The event, under the theme “AI-powered Tourism: Redefining the Future,” will serve as a platform for discussing the transformative role of technology in the global tourism sector.

The Omani delegation will be led by Salim Mohammed Al Mahrouqi, Oman’s Minister of Heritage and Tourism, who will represent the country’s vision for tourism in the modern era. As part of this important gathering, a new UNWTO Secretary-General will be elected, alongside the review of the Secretary-General’s report, which will focus on the current trends in global tourism as well as the financial health of the organization.

For Oman, participation in this global assembly is not just a diplomatic engagement but a chance to highlight its growing role in the world of tourism. Minister Al Mahrouqi has emphasized that such gatherings offer valuable opportunities to exchange knowledge, particularly in addressing the key challenges facing the global tourism sector. The focus of the 2025 General Assembly will revolve around topics such as innovation, digital transformation, and the increasingly influential role of artificial intelligence (AI) in shaping the future of tourism.

Minister Al Mahrouqi has also pointed out that technology, particularly AI, will play a pivotal role in redefining the tourism landscape. By integrating these advanced technologies, Oman aims to create more personalized, efficient, and sustainable tourism experiences. He believes that AI and digital solutions will not only improve the visitor experience but also streamline operational processes for tourism operators, making the sector more efficient and competitive.

Furthermore, Oman has made significant strides in digital tourism and destination management, areas where the country is actively investing to ensure its tourism sector remains at the forefront of innovation. By developing national expertise in these fields, Oman is positioning itself as a leader in adopting AI and digital tools that enhance both the tourist experience and operational efficiencies. As tourism becomes an increasingly essential part of the global economy, the country is focusing on building a smart and sustainable tourism infrastructure that can support long-term growth.

In this context, Oman views tourism as a key element of its broader development strategy. The sector is no longer seen merely as a source of income but as a holistic driver of economic growth, job creation, and cultural exchange. The integration of AI and digital technologies is seen as crucial for fostering stronger connections between people of different cultures, enhancing the global appeal of Oman as a tourist destination.

The Omani government’s commitment to innovation in tourism is reflected in its broader goals to ensure that the country remains competitive in the global market. The development of human capital, through training and education, is a cornerstone of this strategy. By investing in the skills and knowledge of its workforce, Oman aims to build a tourism sector that is not only sustainable but also adaptable to future challenges and opportunities.

Minister Al Mahrouqi also highlighted the role of the private sector in this transformation, calling for greater collaboration between government, industry players, and educational institutions. By working together, Oman can create a tourism ecosystem that is resilient to global shifts and capable of adapting to changing market demands.

The integration of AI into tourism is particularly timely given the increasing importance of data-driven decision-making in the industry. By utilizing AI technologies, Oman aims to better understand tourist behaviors, preferences, and trends, which will allow the country to tailor its tourism offerings and enhance the overall visitor experience. From personalized travel recommendations to smarter resource management, AI-powered solutions are set to revolutionize the way destinations, businesses, and governments approach tourism.

As Oman continues to refine its tourism strategy, the country is also exploring ways to make the most of its rich cultural heritage and natural landscapes. By embracing digital innovation and sustainable practices, Oman aims to enhance its appeal as a top-tier destination for global travelers, fostering cultural understanding and promoting responsible tourism practices.

Oman is leading the way in transforming global tourism by embracing AI and innovation at the 2025 UNWTO General Assembly, showcasing its commitment to a smarter, sustainable travel future. Through visionary leadership, Oman aims to enhance tourist experiences and streamline operations, positioning itself as a key player in the future of tourism.

In conclusion, Oman’s participation in the 26th UNWTO General Assembly reflects the country’s commitment to integrating cutting-edge technologies like AI into its tourism sector. Through this participation, Oman is not only positioning itself as a forward-thinking leader in tourism innovation but also as a champion of sustainable and inclusive tourism practices that will benefit future generations. As the tourism landscape continues to evolve, Oman is set to play a central role in shaping the future of the global travel industry.