Riyadh, Saudi Arabia – Riyadh is stepping onto the global stage, hosting the 26th UN Tourism General Assembly – the largest in the organization’s 50-year history – and marking the first time the event is held in the GCC.
The assembly has brought together ministers, industry pioneers, and innovators shaping the future of AI and sustainability in tourism. Leaders from around the world are in Riyadh to set the global tourism agenda and explore ways to drive growth, innovation, and sustainable development in the sector.
In a historic announcement, HE Shaikha Al Nowais was confirmed as the new Secretary-General of UN Tourism, becoming both the first woman and the first Emirati to hold the position. Her term will officially begin in 2026.
“This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity,” said HE Shaikha Al Nowais.
Saudi Arabia’s state-of-the-art venues and rapidly growing hospitality sector underscore the country’s commitment to global engagement and sustainable growth. From hosting UN Tourism’s first Middle East regional office to chairing its Executive Council for two consecutive terms, the Kingdom continues to shape the future of tourism in the region.
In an exclusive interview with HE Shaikha Al Nowais, she discussed her vision for global tourism: one that uplifts communities, champions sustainability, and reflects the true spirit of Arab hospitality.
The 26th UN Tourism General Assembly in Riyadh is not only a milestone for the city and the Kingdom but also a defining moment for the global tourism industry, highlighting innovation, inclusivity, and sustainable progress.
