Saudi Arabia Hosts Landmark UN Tourism Assembly Marking New Era

Saudi Arabia at the Heart of Global Tourism Transformation

The 26th UN Tourism General Assembly, held in Riyadh from November 7 to 11, 2025, marks a pivotal moment in international tourism. Celebrating the 50th anniversary of the UN Tourism Organization, this is the first time the Assembly takes place in the Gulf region, highlighting Saudi Arabia’s ascendancy in the sector.

Riyadh symbolizes a shift from tradition to ambitious transformation, serving as a hub for policy discussion and innovation in tourism. Delegates from 160 UN member states, alongside private sector leaders and international organizations, convened at the Mandarin Oriental Al Faisaliah Hotel to debate the evolving global travel landscape.

Saudi Arabia’s Tourism Growth under Vision 2030

The Kingdom’s Vision 2030 has positioned tourism as a cornerstone of economic diversification. By 2024, tourism employed over 960,000 individuals and generated SAR 168.5 billion in inbound expenditures, a 19% increase from the previous year. This growth reflects a clear strategic pivot toward making tourism a global diplomatic and investment platform.

Ahmed Al-Khateeb, the Saudi Minister of Tourism, articulated tourism’s role as a “powerful force for prosperity and understanding,” underscoring how it fosters cultural connection, job creation, and small business support.

Innovations and Sustainability: The Future of Tourism

The rebranding of the UN World Tourism Organization to simply UN Tourism reflects a fresh, agile approach to global tourism challenges and opportunities. The 50th anniversary theme during the Assembly emphasized artificial intelligence and innovation’s impact on sustainability, data management, and digital transformations shaping the industry.

UN Secretary-General António Guterres called tourism “a powerful force for good” but reminded delegates of the critical importance of inclusive and sustainable tourism models—ones that support local communities and protect cultural and environmental assets alike.

A standout moment was a spectacular performance in Riyadh’s BLVD City, showcasing Saudi Arabia’s vibrant blend of cultural heritage and forward-looking digital artistry, symbolizing the nation’s balanced embrace of the past and future.

Leadership Milestones

The appointment of Shaikha Nasser Al Nowais from the United Arab Emirates as the first woman and first Emirati to serve as Secretary-General of UN Tourism adds a historic dimension to the Assembly. She committed to fostering collaboration rooted in innovation, empowerment, and sustainability, underlining the expanding influence of Gulf states in global tourism leadership.

Princess Haifa Al Saud, Saudi Arabia’s Vice Minister of Tourism, highlighted the Kingdom’s foundational approach based on partnership, education, and innovation, noting that since 2020, more than 680,000 training opportunities have been offered to Saudis, nurturing a skilled workforce for tourism’s growth.

From Assembly to Ongoing Dialogue: The TOURISE Forum

The UN Assembly’s closure will segue seamlessly into the TOURISE forum, Saudi Arabia’s new global tourism and investment summit. This step cements Riyadh’s ambition not just to host but actively shape the global tourism agenda moving forward.

With international tourist arrivals topping 1.47 billion in 2024 and projected to grow by up to 5% in 2025, the timing is strategic. Saudi Arabia currently stands as the fastest-growing tourism market worldwide, leading in international receipts relative to pre-pandemic levels.

Historical Context: Saudi Arabia’s Emergence as a Tourism Hub

Historically known primarily for its oil wealth, Saudi Arabia’s tourism sector began substantial development with the establishment of the Saudi Commission for Tourism and Antiquities (SCTA) in 2000. Since then, tourism has expanded beyond religious pilgrimage sites to embrace leisure, heritage, and cultural tourism development nationwide.

The SCTA’s National Tourism Development Program, inaugurated in the early 2000s, laid out a strategic roadmap for sustainable growth over a 20-year horizon through phased planning and implementation.

By 2013, tourism contributed 2.7% to the Kingdom’s GDP and over 7% to its non-oil private GDP. The sector supported more than 750,000 jobs, nearly a quarter of which were filled by Saudis, mainly in food services and accommodation sectors.

Tourism Development Milestones in Saudi Arabia

• 2000: Creation of SCTA, the national tourism authority
• 2004: Launch of the National Tourism Development Program
• 2013: 13.4 million international tourist arrivals, ranked 19th globally
• 2024: Over 960,000 tourism-related jobs, with significant local workforce participation

Looking Ahead: Saudi Arabia’s Role in International Tourism

As the global tourism community navigates climate change, technological innovation, and evolving traveler expectations, Riyadh is positioned as a new center of gravity. The first 50 years of UN Tourism focused on building connectivity among nations; the next era is about harnessing intelligence, equity, and expanding the influence of emerging destinations like Saudi Arabia.

Implications for Sailing and Boat Chartering Enthusiasts

While Saudi Arabia is predominantly known for its desert landscapes and cultural heritage, its strategic investments include developing luxury beachfront resorts and marinas along the Red Sea coast. These areas hold promising potential for yachting and boating activities, enriching travel experiences with stunning sea vistas, world-class marinas, and unique water sports opportunities.

As Saudi tourism grows, the demand for chartering yachts, sailing excursions, and water-based adventures is expected to follow, creating exciting new destinations for boating aficionados eager to explore pristine bays and sun-drenched coastlines.

Summary and Outlook

The 26th UN Tourism General Assembly in Riyadh symbolizes a redefining moment in global tourism, spotlighting Saudi Arabia’s rapid evolution from a traditional economy to an emerging international hub. The Kingdom’s commitment to innovation, sustainability, and workforce development is accelerating its stature on the world stage.

With record tourism growth rates, a visionary approach to digital transformation, and expanding regional influence, Saudi Arabia is poised to chart a significant future course in global travel. Transitioning swiftly into the TOURISE forum, Riyadh sets itself as a focal point for travel policy and investment discussions.

For those passionate about sailing and boating, this transformation may soon open new horizons in popular Gulf destinations, offering rich experiences on sunlit seas, picturesque gulfs, and luxury marinas.

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