Saudi Arabia Hosts UNWTO Assembly and TOURISE Summit 2025

Saudi Arabia is set to make global tourism history by hosting the 26th session of the UN World Tourism Organization (UNWTO) General Assembly in Riyadh from November 7 to 11, 2025. This event also coincides with the 50th anniversary of UNWTO, making it a significant milestone for international tourism and diplomacy.

The General Assembly is one of the most important gatherings in the tourism industry, bringing together representatives from over 160 member countries, along with leading industry experts, investors, and international organizations. The Kingdom’s hosting reflects growing confidence in Saudi Arabia as a reliable platform for global tourism dialogue.

Theme: AI-Powered Tourism

The 2025 assembly will focus on the theme “AI-Powered Tourism: Redefining the Future.” This theme highlights how artificial intelligence is transforming the global tourism industry. From improving travel experiences to streamlining operations and enhancing sustainability, AI is becoming a central driver of tourism innovation.

Discussions will explore how AI technologies can be applied across different sectors of tourism, including hotels, airlines, and tour operators. Delegates will also focus on creating smarter tourism infrastructure that aligns with global sustainability goals.

Delegations and Participants

The General Assembly will welcome delegations from over 160 UNWTO member countries. In addition, leaders from international organizations and tourism industry stakeholders will participate in sessions designed to share ideas, debate challenges, and plan future initiatives.

Saudi Minister of Tourism, Ahmed Al Khateeb, emphasized the importance of the event, calling it a landmark in global tourism diplomacy. He said hosting the assembly reflects international trust in Saudi Arabia and its ability to bring together countries and experts to foster collaboration and innovation in tourism.

Saudi Arabia’s Growing Leadership in Tourism

Hosting the UNWTO General Assembly is also a symbol of Saudi Arabia’s growing leadership in tourism transformation. The Kingdom has invested heavily in tourism infrastructure and policy, creating an environment that encourages innovation, sustainability, and international collaboration.

Al Khateeb said, “Saudi Arabia’s role as host is to welcome the world, unite viewpoints, and strengthen cooperation in the tourism sector.” The Kingdom aims to use the event to drive sustainable growth in tourism and contribute to the United Nations Sustainable Development Goals (SDGs).

Assembly Agenda and Sessions

The 2025 UNWTO General Assembly will feature:

• Four main assembly sessions discussing global tourism trends, challenges, and opportunities.
• The election of a new UNWTO Secretary-General to lead the organization into its next phase.
• Specialized committee meetings focused on policy, innovation, and sustainability.
• A thematic session on AI in tourism, exploring its role in transforming experiences, operations, and infrastructure.
• The 124th and 125th meetings of the UNWTO Executive Council, addressing strategic planning and policy recommendations.

These discussions will help shape the future of tourism worldwide while highlighting Saudi Arabia’s growing influence in the global tourism sector.

TOURISE Summit: Advancing Tourism Innovation

Following the assembly, Riyadh will host the inaugural TOURISE Summit from November 11 to 13. This summit is a new global platform designed to promote innovation, sustainability, and collaboration in the tourism industry.

The TOURISE Summit will bring together:

• Public sector leaders shaping tourism policies.
• Private sector innovators and investors driving industry growth.
• Global experts and researchers exploring emerging trends and solutions.

The summit will focus on addressing challenges, seizing opportunities, and creating strategies for a resilient and inclusive tourism future. By combining insights from both the General Assembly and the TOURISE Summit, Saudi Arabia aims to set a roadmap for the global tourism industry in the years to come.

Strategic Importance of Hosting

Hosting these events underscores Saudi Arabia’s strategic partnership with the UNWTO and reinforces its role as a global hub for tourism dialogue and cooperation.

Tourism is also a key pillar of Saudi Arabia’s Vision 2030, which aims to diversify the economy and create sustainable development opportunities. By showcasing innovation and leadership in tourism, Saudi Arabia highlights how the sector can drive economic growth while contributing to environmental sustainability and cultural exchange.

Global Impact of the Assembly and Summit

The UNWTO General Assembly and TOURISE Summit are expected to influence global tourism trends. By focusing on AI-driven solutions and sustainable practices, the events aim to transform how countries manage tourism, enhance traveler experiences, and improve operational efficiency.

The meetings will also provide a unique platform for networking and partnerships, enabling governments, businesses, and experts to work together to tackle challenges such as climate change, overtourism, and technological adaptation.

Looking Ahead: Tourism in the Age of AI

Artificial intelligence is rapidly reshaping tourism globally. From personalized travel recommendations to smart hotel management systems, AI is making tourism more efficient, sustainable, and enjoyable. The 2025 assembly will explore:

• AI-driven customer service solutions in hospitality and travel.
• Predictive analytics for tourism planning and operations.
• Smart transportation and mobility solutions to improve traveler convenience.
• Sustainable tourism practices powered by technology.

By addressing these areas, the UNWTO General Assembly will equip countries and businesses with tools to adapt and thrive in an evolving industry.

Saudi Arabia: A Model for Tourism Growth

Saudi Arabia’s tourism model has already shown remarkable progress. From mega-projects like NEOM and Red Sea Development to cultural tourism initiatives, the Kingdom is setting new standards for innovation and sustainability in tourism.

By hosting UNWTO and TOURISE, Saudi Arabia demonstrates that it is ready to lead global tourism conversations, attract international investment, and inspire collaboration for a more sustainable future.