Riyadh, November 7, 2025 – Under the theme “AI-Powered Tourism: Redefining the Future,” the city of Riyadh hosted over 160 global delegations from November 7 to 11 for the 26th session of the UN World Tourism Organization (UNWTO) General Assembly, coinciding with the organization’s 50th anniversary. The opening ceremony was attended by Ahmed Al‑Khateeb, Saudi Arabia’s Minister of Tourism, who gave the official welcome to the delegates, highlighting the importance of this “historic gathering for global tourism diplomacy.” Also present were the current UNWTO Secretary-General, Zurab Pololikashvili, and the Secretary-General-elect, Shaikha Al Nowais, who will assume the position in January 2026 as the first woman to lead the organization.

The event also marks the launch of the global tourism platform TOURISE Global Tourism Summit 2025, organized by Saudi Arabia from November 11 to 13, a forum for investment, innovation, and public-private partnerships that is redefining the sector’s direction.

“This event in Riyadh represents not only the commemoration of five decades of international cooperation but also the launch of a new roadmap for global tourism,” said Saudi Minister of Tourism Ahmed Al‑Khateeb, inviting the world to participate in this “historic gathering for global tourism diplomacy.”

A Key Agenda for Tourism Transformation

During the General Assembly, critical topics will be addressed, including international tourism trends, the execution of the 2024–2025 work program, the 2026–2027 budget, and the election of the next Secretary-General for the 2026–2029 term.
The central thematic session is titled “The Impact of Artificial Intelligence and Innovation in Shaping Global Tourism”, where the adoption of the Riyadh Declaration on the Future of Tourism is expected, setting the sector’s course for the next decade.

In preparation for the 26th UN Tourism General Assembly, a group of media outlets had the opportunity to visit the official headquarters in Riyadh, led by Natalia Bayona, UN Tourism Executive Director; Her Highness Princess Sarah Al Saud, General Supervisor of International Affairs at the Saudi Ministry of Tourism; and Ahmed AlHamdan, Director General of International Research and Planning. The visit reflected a shared commitment to innovation, collaboration, and meticulous preparation for this key week on the global tourism calendar, marked by the expectation of welcoming delegates from around the world for productive and forward-looking sessions.

TOURISE: A New Milestone in the Global Tourism Agenda

The TOURISE Summit, considered by its organizers as a tourism equivalent of the Davos Forum, will bring together global leaders, C-level executives, institutional investors, and government officials.
The platform will focus on four pillars: AI-powered tourism, disruptive business and investment models, enhanced travel experiences, and sustainable tourism for people, planet, and progress.

For Saudi Arabia, which expects tourism to contribute more than 10% of its GDP in 2025, this dual event consolidates its role as a global epicenter of the sector.

Relevance for Latin America and the Spanish-Speaking Market

The participation of Latin America in this forum and the Assembly will be an opportunity to strengthen South-South tourism diplomacy, promote investments, and connect emerging destinations with major global hubs of technology, capital, and sustainability. Regional collaboration, public-private partnerships, and innovation will also be key topics of interest for the Spanish-speaking market.