The 26th UN Tourism General Assembly, hosted in Riyadh, concluded its largest session in the organisation’s 50-year history, cementing Saudi Arabia’s role as a key driver of global tourism cooperation.
The three-day event, which welcomed delegations from 148 Member States including 90 Ministers of Tourism, set a definitive course for the sector’s future, focusing heavily on new leadership, digital transformation and strategic diversification. The highlight of the Assembly was the formal confirmation of the UAE’s Shaikha Al Nowais as the new Secretary-General of UN Tourism. She will be the first woman – and the youngest candidate - to lead the Specialised Agency in its 50-year history, starting her term in 2026. Addressing the Assembly, the Secretary-General-elect outlined her five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing and smart governance - each designed to make our sector more inclusive, resilient and human.” The organisation also significantly expanded its global footprint, formally approving the creation of a Regional Office for China in Shanghai; the institutionalisation of the Africa & Americas Summit as a permanent biennial platform; and the creation of a mechanism for South-South Cooperation. Reflecting UN Tourism's leading role in digital transformation, a special Thematic Session focused on the Impact of Artificial Intelligence. The session concluded with the announcement of the Riyadh Declaration on the Future of Tourism, a shared roadmap for the sector's forward course. The Declaration commits signatories to concrete steps, including incentivizing investment in digital infrastructure and using AI-driven initiatives to support local entrepreneurship. The Assembly also recognised top innovators, naming Smart Tour from Brazil as the overall winner of the UN Tourism Artificial Intelligence Challenge. The Assembly unveiled a major partnership designed to leverage the power of the creative economy for growth, the music tourism initiative. UN Tourism partnered with UMusic Hospitality & Lifestyle (UMHL), the venture powered by Universal Music Group, and the Center for Music Ecosystems (CME). The partnership aims to amplify music tourism, which is estimated to reach $267 billion by 2030, by aligning investments and generating new data. Newly-appointed UN Tourism Ambassador and digital creator Khabane Lame (Khaby Lame) will amplify the work to the global creative community. The Affiliate Members Plenary Session, which convened around 200 delegates, strengthened the integration of private sector expertise. Key outcomes included launching the 1st UN Tourism Awards for Excellence in Sustainable Sports Tourism powered by FIA and formally integrating Affiliate Member experts into the elaboration of the World Tourism Barometer. Looking ahead, Member States approved celebrating World Tourism Day 2026 around the theme of "Digital Agenda and Artificial Intelligence," with El Salvador as the official host country. The 27th edition of the UN Tourism General Assembly will be held in the Dominican Republic.