UN Tourism General Assembly press conference outlines milestones, leadership transition and future direction for global tourism

The UN Tourism General Assembly press conference provided a comprehensive overview of the outcomes from the UN Tourism General Assembly, celebrating 50 years of the organisation and outlining its future vision. Key figures present included His Excellency Ahmed Al Khatib, Minister of Tourism of Saudi Arabia; Zurab Pololikashvili, the outgoing Secretary General of UN Tourism; and Her Excellency Sheikha Al Nawais, the Secretary General-Elect. The UN Tourism General Assembly press conference marked a defining moment for the sector, reinforcing tourism’s role as a driver of peace, prosperity, innovation and sustainable development. It also signified a crucial leadership transition and set clear priorities to elevate global tourism cooperation and resilience. The UN Tourism General Assembly press conference underscored how policy, investment and technology will shape a more balanced and future-ready visitor economy.

Key outcomes and strategic decisions

One of the most noteworthy announcements was the appointment of Her Excellency Sheikha Al Nawais as the new Secretary General for the period 2026–2029 — a historic milestone as “the first female and youngest leader in this role across the UN system.” The event also highlighted unparalleled levels of participation, making this the largest Assembly in UN Tourism’s history, with “over 150 delegations, 90 ministers, 70 ambassadors, 17 deputy ministers, and more than 120 private sector companies.”

• A new regional office for Asia and the Pacific will open in Shanghai, acknowledging China’s role as a leading source market and strategic tourism hub.
• A dedicated thematic session focused on Artificial Intelligence and innovation in tourism, reinforcing AI as a top industry priority.
• The Riyadh Declaration was adopted as a roadmap for the future of tourism, “emphasizing sustainable development and committing 160 countries to its principles, focusing on digitalization, education, and investments.”
• El Salvador was confirmed as the host of World Tourism Day next year, with Cabo Verde selected for 2027.
• The institutionalization of the Africa-Americas Forum for South-South Cooperation was endorsed to strengthen interregional collaboration.
• The Dominican Republic was selected to host the next General Assembly in 2027.

Also read → Riyadh Declaration charts a global roadmap for sustainable, inclusive and AI-enabled tourism transformation

Industry challenges, geopolitics and resilience

The press conference addressed the impact of global crises on travel flows. The Secretary General acknowledged that “55 ongoing conflicts globally, including the Russia-Ukraine and Gaza conflicts, significantly affect tourism markets and arrival numbers.” UN Tourism reiterated its advocacy for tourism as a catalyst for peace and confirmed its support for crisis-affected member states, while noting that some geopolitical situations “are beyond immediate influence.”

Sustainable visitor flows and over-tourism solutions

Addressing growing concern over overtourism, particularly in European cities such as Spain and Italy, the Secretary General-Elect highlighted strategic initiatives designed to rebalance tourism flows. She showcased the “Best Tourism Village” programme, which “certifies rural villages to promote and develop small destinations.” She stressed the importance of innovation and data-driven systems, noting that the sector must “leverage technology and innovation for better crowd management systems to divert travelers to new and emerging destinations.”

Saudi Arabia’s tourism strategy was referenced as a case study for future-ready urban development. The Minister of Tourism emphasised that “modern cities, like those being built in Saudi Arabia, are designed to accommodate both residents and tourists, a contrast to older cities built primarily for residents, which now face over-tourism challenges.” He further stressed “that cities must proactively plan for future visitor numbers.”

Saudi Arabia’s expanding influence in global tourism

The Riyadh Declaration was reiterated as “a transparent, detailed guideline and working plan for sustainable tourism development, reflecting commitments from 160 countries.” The outgoing Secretary General praised the Kingdom’s tourism model, noting “Saudi Arabia’s transformation, rapid development, and significant investments in tourism, including hosting major events like Expo 2030 and the World Cup” as evidence of a bold, long-term vision. He also referenced the decision to open a UN Tourism office in Riyadh during COVID-19 and described “the country’s unique approach of government-backed projects, facilitating swift development without waiting for external investors.”

The upcoming “TOURISE” event was highlighted as “a smart initiative to bring public and private sectors together for powerful tourism development.”

Empowering women and youth in tourism

Sheikha Al Nawais shared a message of motivation for the next generation of tourism professionals, emphasising “dedication, passion, commitment, and hard work as keys to success.” She added that “tourism is ‘life,’ connecting cultures, fostering peace, and providing a means of expression for countries and individuals.” She urged the younger generation “to embrace the industry.”

Also read  → AI-driven tourism ecosystem takes centre stage at UN Tourism General Assembly

Tourism and the AI transformation

AI’s transformative role emerged as a core topic, with the outgoing Secretary General emphasising the need to democratize access to AI tools across developing and emerging markets. He underlined that “AI is a new frontier,” pointing to Saudi Arabia and the United Arab Emirates as frontrunners “in creating AI hubs and centers.” These hubs, he added, “are expected to become ‘brains’ for AI development, benefiting less developed countries by providing access to expertise and skills.” He praised the decision “to make AI a central topic for discussion and development within the tourism industry.”

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