As the United Nations Tourism Organization celebrates its 50th anniversary, all eyes turn to Riyadh, the host city of the 26th UN Tourism General Assembly (UNTGA 2025). Taking place from 7–11 November 2025 at the Mandarin Oriental Al Faisaliah Hotel, this landmark event will unite ministers, policymakers, and industry leaders from more than 160 member states—making it the largest gathering in the organization’s history.
For Saudi Arabia, this is more than a global conference. It is a powerful statement of how far the nation has come as a tourism leader and how profoundly it is shaping the sector’s future under Vision 2030.
A Defining Moment for Global Tourism
The 26th General Assembly arrives at a time when tourism is being redefined through digital transformation, sustainability, and inclusive growth. The event’s theme, “AI-Powered Tourism: Redefining the Future,” captures this evolution, positioning Saudi Arabia at the heart of global tourism’s next chapter.
H.E. Ahmed Al Khateeb, Minister of Tourism
H.E. Ahmed Al Khateeb, Minister of Tourism, emphasized the milestone’s importance:
“Hosting the General Assembly in Riyadh is an honour and a responsibility. It demonstrates Saudi Arabia’s commitment to global cooperation and to building a tourism sector that is innovative, sustainable, and inclusive.”
His Excellency Ahmed Al Khateeb is the Minister of Tourism for Saudi Arabia and the first to hold this position. He leads efforts to open the Kingdom to global tourism and unlock its social and economic potential.
He chairs several major boards, including the Tourism Development Council, Saudi Tourism Authority, and Tourism Development Fund, and serves on the boards of the Public Investment Fund (PIF), NEOM, and Red Sea Global. He also holds leadership roles in Diriyah Gate Development Authority and Jeddah Central Development Company.
A key architect of Saudi Vision 2030, Al Khateeb also chairs the Quality-of-Life Program and played a major role in the National Transformation Program 2020. His experience spans over 30 years in investment and financial services, with a strong record in institutional transformation and economic reform.
Previously, he served as Minister of Health, Chairman of the General Entertainment Authority, and Advisor to HRH the Crown Prince. He founded Jadwa Investment Company and the Islamic Banking (Amanah) division at SABB Bank. Al Khateeb holds a BBA from King Saud University and a Diploma in Wealth Management from Dalhousie University, Canada.
Over five days, delegates will engage in discussions on the integration of artificial intelligence, sustainable investment, and social inclusion. The sessions aim to create actionable frameworks for global destinations navigating a rapidly evolving landscape—one that increasingly values authenticity, technology, and regeneration over volume-based growth.
Riyadh: The New Global Capital of Tourism Dialogue
Riyadh’s transformation over the last decade has been extraordinary. Once primarily a business hub, the Saudi capital has emerged as a global destination—hosting world-class events such as the World Travel & Tourism Council Global Summit, the Future Hospitality Summit, and the Global Aviation Conference.
The city’s hospitality infrastructure has expanded in tandem, with luxury brands such as Mandarin Oriental, Ritz-Carlton, and St. Regis setting new standards for service and experience. According to the Saudi Tourism Authority, the Kingdom welcomed 116 million visitors in 2024, generating USD 75 billion in tourism spending and employing nearly one million people in the sector.
These achievements reflect the success of Vision 2030, the Kingdom’s roadmap for diversification and sustainable development. Tourism is a central pillar of this vision, with targets to attract 150 million annual visitors by 2030 and increase the sector’s contribution to GDP to 10%.
What better way to Explore Riyadh than with Virtual Tours
Global Cooperation for a Shared Future
The 50th anniversary of the UN Tourism Organization underscores the sector’s role as a bridge between cultures and economies. The Riyadh assembly will host a series of ministerial dialogues, policy forums, and innovation showcases focused on sustainable destinations, AI-driven tourism, and climate-responsible travel.
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Zurab Pololikashvili, Secretary-General of UN Tourism
Zurab Pololikashvili, Secretary-General of UN Tourism, described Saudi Arabia’s role as “instrumental in modernizing and accelerating the organization’s global agenda,” highlighting the Kingdom’s investments in infrastructure, education, and community empowerment as a benchmark for member states.
The event also marks the inauguration of the Global Tourism Innovation Hub, an initiative designed to connect start-ups, investors, and policy leaders to accelerate technological adoption across destinations.
Beyond the Assembly: A Lasting Legacy
Hosting the General Assembly is not a singular achievement—it’s part of a broader legacy. Saudi Arabia continues to invest in mega-projects such as NEOM, Diriyah, The Red Sea, and AlUla, each representing a different facet of the country’s reimagined tourism identity.
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H.H Princess Haifa Al Saud, Vice Minister of Tourism
As H.H Princess Haifa Al Saud, Vice Minister of Tourism, noted:
“Our mission is not only to welcome the world but to inspire it. Tourism is the language of understanding, and through innovation, we can create a future where every journey adds value—to people, to nature, and to the planet.”
Her Highness Princess Haifa Bint Mohammed AlSaud is the Vice Minister of Tourism for Saudi Arabia and a key architect in building the nation’s tourism sector from the ground up. She has played a central role in driving sustainable, high-impact growth and implementing the National Tourism Strategy, which led to the creation of several major tourism bodies, including the Ministry of Tourism, Saudi Tourism Authority, and Tourism Development Fund.
Before becoming Vice Minister in 2022, she served as Vice President of Strategy at the Commission for Tourism and National Heritage and later as Assistant Minister for Executive and Strategic Affairs.
Princess Haifa also holds numerous board and committee positions across major national initiatives, such as Qiddiya Investment Company, Riyadh Air, and the Aseer Region Development Authority, reflecting her broad influence in Saudi Arabia’s development and quality-of-life programs.
The Riyadh General Assembly symbolizes a turning point: the moment when tourism’s past and future meet on one stage. As Saudi Arabia welcomes the world, it reaffirms a simple but powerful message—the future of global travel begins here.