Riyadh, now more a symbol of transformation than tradition, is right now playing host to one of the most significant gatherings in global tourism history. The 26th UN Tourism General Assembly, taking place from 7 to 11 November 2025, marks the fiftieth anniversary of the organisation and the first time the event has been held in the Gulf. As delegates entered the third day of discussions this morning, the sense of momentum was unmistakable.
Saudi Arabia at the Centre of Global Tourism
The decision to hold the General Assembly in Saudi Arabia is a clear recognition of the Kingdom’s growing stature as both a tourism destination and a global policy convener. Under Vision 2030, tourism has become one of the fastest-growing sectors of the Saudi economy, employing more than 960,000 people and generating SAR 168.5 billion in inbound spending in 2024, up 19 per cent year on year.
“Tourism is one of the world’s most powerful forces for prosperity and understanding. It creates jobs, supports small businesses and connects cultures,” said Ahmed Al-Khateeb, Minister of Tourism. His words reflected a national strategy that has shifted the sector from a domestic pursuit to an international driver of diplomacy, innovation and investment.
The Assembly, hosted at the Mandarin Oriental Al Faisaliah Hotel, has drawn ministers, policymakers and tourism leaders from 160 UN member states, alongside senior figures from the private sector and international organisations.
Charting the Next 50 Years
This year’s Assembly comes as the UN World Tourism Organization completes its transition to UN Tourism, a rebrand that symbolises a more agile and connected approach to the sector. The fiftieth anniversary theme, The Impact of Artificial Intelligence and Innovation in Shaping Global Tourism, has framed discussions on sustainability, data and digital transformation.
In his address, UN Secretary-General António Guterres described tourism as “a powerful force for good,” but reminded delegates that “tourism must be inclusive so that it benefits local communities and reduces inequality. And it must be sustainable, safeguarding cultural and environmental assets.” His remarks were echoed in sessions focused on technology and education led by the Riyadh-based UN Tourism Regional Office for the Middle East, which serves thirteen Arab member states.
Day two concluded with a grand performance at Riyadh’s BLVD City, a celebration that blended Saudi heritage with digital artistry. For many, it captured the essence of the week, a country bridging the traditional and the futuristic.
Leadership and Legacy
The appointment of Shaikha Nasser Al Nowais of the United Arab Emirates as the next Secretary-General of UN Tourism was one of the Assembly’s most symbolic moments. The first woman and first Emirati to hold the post, she pledged to “build a new phase of collaboration based on innovation, empowerment and sustainability.”
Her selection, combined with Saudi Arabia’s role as host, marks a defining moment for the Gulf’s growing influence in global tourism governance. Princess Haifa Al Saud, the Kingdom’s Vice Minister of Tourism, noted that “Saudi Arabia’s transformation has been built on partnership, education and innovation,” pointing to more than 680,000 training opportunities for Saudi nationals since 2020.
From the Assembly to TOURISE
As a stroke of strategic foresight, the 26th General Assembly will not conclude in isolation. It will flow directly into TOURISE, the Kingdom’s new global tourism and investment forum, designed to establish Riyadh as the central summit for the future of travel. The transition underscores Saudi Arabia’s intent not only to host the world but to shape the agenda that follows.
With more than 1.47 billion international tourist arrivals recorded in 2024 and growth forecast at up to 5 per cent for 2025, the timing could hardly be more significant. Saudi Arabia is currently the fastest-growing tourism market in the world, ranking first globally for growth in international receipts compared to pre-pandemic levels.
A New Centre of Gravity
As discussions continue today, the tone is one of cautious optimism. The world’s tourism community is not only marking a milestone but confronting the challenges of a rapidly changing era, from climate imperatives to artificial intelligence and shifting consumer expectations.
Riyadh, once a byword for desert austerity, is now the epicentre of a reimagined tourism economy. What began as a commemoration of fifty years of global cooperation is evolving into a declaration of leadership.
The first half-century of UN Tourism was about connection. The next will be about intelligence, inclusion and the influence of new regions, with Saudi Arabia firmly at its heart.
By Justin Cooke
