As the Kingdom of Saudi Arabia gets ready to host the 26th session of the UN Tourism General Assembly in Riyadh from November 7 to 11, 2025, the Middle East will be the main focus of the global tourism map. In addition to being the most important gathering of world tourism leaders, this high-level event marks a major milestone: UN Tourism’s (formerly the UNWTO’s) 50th anniversary as a specialized agency of the UN, a historic event for the leading trade association.
It is expected that thousands of delegates, including tourism ministers, heads of international organizations, CEOs of the private sector, and business executives from more than 160 member states, will attend the biannual General Assembly. The critical theme of “Tourism and Sustainable Transformation,” which the agency has recently promoted, is anticipated to be the focus of discussions. In order to guarantee that the sector fulfills its potential to promote economic growth, cultivate cross-cultural understanding, and achieve the ambitious Sustainable Development Goals (SDGs), the agenda will focus on enlisting political will and investment. Strategies for increasing workforce capacity, utilizing technology to enhance visitor experiences, and incorporating biodiversity into national tourism policies- all crucial pillars for the tour and travel industry’s future- will be the subject of important discussions.
Saudi Arabia’s hosting of the General Assembly highlights the country’s quickly growing influence in the international travel industry. The Kingdom is using its position as the fastest-growing travel destination in the world and a significant global investor in the travel industry to show its unwavering dedication to an open, creative, and sustainable travel industry going forward. The event will highlight the nation’s massive transformation under its Vision 2030 program, including its strategy to use the “tourism +” initiative for greater economic diversification and job creation, as well as a number of new giga-projects. The Middle East’s role in MICE (Meetings, Incentives, Conferences, and Exhibitions) and exhibition space is thought to have changed as a result of the Saudi Tourism Authority’s commitment.
The Riyadh sessions will be a crucial time for UN Tourism to establish its two-year strategic direction, encouraging innovation and pushing for universal, international standards in sustainability and travel facilitation. In addition to policy, the Assembly is an important platform for the exhibition industry, providing unmatched business-to-business networking opportunities and a forum for sharing best practices in responsible tourism and destination marketing. Regional and global tourism partnerships stand to benefit greatly from the concentration of powerful industry associations and decision-makers.
The 26th General Assembly is set to be a historic occasion that will not only commemorate fifty years of UN Tourism’s work but also firmly establish the partnerships and policies that will govern international travel for the next fifty years of the agency’s existence as the world’s tourism community comes together.
