Riyadh, Saudi Arabia. – Within the framework of the 26th UN Tourism General Assembly, UN Tourism Executive Director Natalia Bayona highlighted the role of innovation and artificial intelligence (AI) as key drivers to transform the global tourism sector. The statement followed the UN Tourism Tech Adventure: Grand Final of the UN Tourism Artificial Intelligence Challenge, where startups and innovators from around the world presented solutions aimed at enhancing the tourist experience, optimizing destination management, and reducing tourism’s environmental impact.

“It is a great pleasure to be here in Riyadh, an absolutely vibrant city, strengthening innovation and digital transformation,” Bayona told ABC MUNDIAL, emphasizing the importance of technological advances in global tourism.

UN Tourism Tech Adventure: Innovation and Sustainability

The international competition brings together AI startups developing solutions designed to transform tourism for people and the planet. The grand final will be revealed on November 10, with solutions ranging from smart destination management, tourism flow prediction, and personalized experiences, to tools supporting sustainability and energy efficiency in the sector.

“We are right behind the Innovation Forum, where the most powerful AI startups we have identified will strengthen the tourism ecosystem. This will enhance tourism as a job creator and as a generator of a stronger economy,” Bayona noted.

International Cooperation and Education as Pillars

During the event, Bayona emphasized the importance of public-private cooperation and education as foundations for sector transformation:

“At the political level, we have the AI declaration. We are discussing the focus and mission of thematic and regional offices, the strategy of international cooperation as the basis of what we do, and undoubtedly, investing in people — investing in education as the main focus of everything we develop in the most human economic sector.”

She stressed that education and training are essential for preparing young people entering tourism, a sector that currently employs millions of young people worldwide:

“Tourism is the largest employer of young people on the planet. Honestly, 50% of the youth working in tourism only have secondary education. That is why it is so important for tourism to strengthen education to create this workforce base.”

Global Impact of Tourism and AI

Bayona also highlighted how tourism, combined with technological innovation, can drive economic growth and global employment:

“Tourism, with the help of AI and new technologies, can optimize the traveler experience, reduce costs, improve sustainability, and generate skilled jobs worldwide. AI does not replace human work — it enhances it in the industry.”

According to recent figures presented at the assembly, international travel grew from 25 million in 1950 to 1.4 billion today, and it is projected that in the next 10 years, tourism will contribute at least 10% of the GDP of many countries, consolidating itself as a strategic and job-creating sector.

UN Tourism Vision: Inclusive, Sustainable, and Digital Tourism

The assembly also addressed UN Tourism’s international cooperation strategy and the role of its thematic and regional offices, aiming to promote more inclusive, sustainable, and digital tourism. For Bayona, the combination of innovation, education, and strategic partnerships will transform the industry for people and the planet, strengthening UN Tourism’s leadership on the international agenda.

“Investing in innovation and education is investing in the tourism of the future — a tourism that generates jobs, economic growth, and sustainable experiences for all,” she concluded.