Public-Private Partnerships in Tourism Highlighted at UN Tourism Affiliate Meeting in Riyadh, Here’s What You Need to Know

Around 200 delegates from 100 tourism organizations discussed the future of public-private associations, sustainable tourism, and the advancement of the UN Tourism agenda in Riyadh. Organized under the UN Tourism Affiliate Membership program, the gathering recognized the strides made in the tourism sector while unveiling significant opportunities for partnerships and innovations in the field.

Strengthening Public-Private Collaboration in Tourism

The conference, focused on public-private collaboration in the tourism industry, underscored the growing role of Affiliate Members in shaping global travel trends and policies. The discussions aimed at building a robust network of collaboration between public entities, private companies, and international organizations to foster sustainable growth in tourism. Key outcomes included the review of previous milestones, new proposals for the upcoming period, and a detailed look at the ongoing expansion of the Affiliate Membership strategy.

Impact on Travel and Tourism:
Tourism plays a vital role in the global economy, contributing billions to GDPs worldwide. As governments, private companies, and tourism organizations converge under the UN Tourism umbrella, the shared goals of sustainability, inclusivity, and geographical balance are expected to positively affect the quality and diversity of travel experiences, making destinations more sustainable and equitable for both visitors and host communities.

Setting the Agenda for 2026–2027: A Focus on Innovation and Sustainability

One of the major highlights of the meeting was the presentation of the Programme of Work for 2026–2027. This forward-looking framework aims to address the evolving needs of the tourism industry and the growing demand for innovative, sustainable travel solutions. With over 50 proposals submitted, Affiliate Members presented their initiatives that were selected for implementation in the next biennium. These projects are designed to focus on quality tourism, enhance geographical balance, and leverage the power of data and technology to improve the global travel experience.

Impact on Travel and Tourists:
With an emphasis on quality-oriented tourism, the new initiatives will promote eco-friendly travel options, community-driven tourism models, and innovative solutions to traditional travel challenges. These efforts align with the growing demand for more sustainable and authentic experiences, encouraging tourists to explore destinations that prioritize cultural preservation and environmental responsibility.

Celebrating Sustainable Sports Tourism: The First UN Tourism Awards

In a notable development, the first-ever UN Tourism Awards for Excellence in Sustainable Sports Tourism were introduced during the conference. Powered by the Fédération Internationale de l’Automobile (FIA), the awards aim to spotlight exceptional projects that integrate sustainability, innovation, and community impact in the sports tourism sector. These awards will encourage further collaboration and investment in this niche area, where tourism and sports intersect.

Impact on Travel and Tourists:
Sports tourism, which combines travel with a passion for sports events and activities, has become increasingly popular. The recognition of sustainable sports tourism initiatives opens up opportunities for travelers to engage with sports events that emphasize responsible practices, such as environmental conservation, local community involvement, and economic development. As sports tourism becomes more prominent, tourists can expect a broader selection of events and activities that are not only exciting but also socially and environmentally conscious.

Empowering Affiliate Members to Drive Change in Tourism

A pivotal topic discussed during the session was the new collaboration mechanism known as “Affiliate Members-Driven Services for UN Tourism.” This initiative enables affiliate entities to offer tailored services to UN Member States and other tourism stakeholders. By leveraging their specialized expertise, Affiliate Members can provide a global platform for implementing tourism-related services, making a more substantial impact on tourism development worldwide.

Impact on Travel and Tourists:
This collaborative framework will enhance the diversity of travel offerings across the globe, providing travelers with a broader spectrum of destinations and experiences, particularly in regions that may have been underserved. By tapping into local knowledge and resources, Affiliate Members can help shape travel policies that benefit both tourists and communities, enhancing the overall tourism experience while supporting economic growth in emerging destinations.

Enhancing Data and Knowledge Sharing for Smarter Tourism

The World Tourism Barometer, a quarterly report published by UN Tourism, has long been an essential tool for tracking global tourism trends. During the session, Affiliate Members were introduced to a new mechanism to enhance their participation in this report. Experts from the Affiliate Members network will now regularly contribute insights derived from their direct industry experience, providing a more comprehensive and real-time view of tourism developments worldwide.

Impact on Travel and Tourists:
Tourists stand to benefit from the increased availability of real-time data on tourism trends, helping them make informed decisions about where to travel and what to expect. Additionally, better insights into changing patterns and emerging destinations will allow travelers to explore less-traveled locales, reducing the pressure on over-touristed sites and encouraging responsible travel.

Recognizing Excellence: Awards for Outstanding Contributions

At the meeting’s conclusion, UN Tourism honored several Affiliate Members for their outstanding contributions across various categories. These included recognition for sports tourism development, promotion of the Affiliate Membership, and successful public-private collaborations. The awards spotlight those entities that have demonstrated leadership and commitment to advancing sustainable tourism and fostering international partnerships.

Impact on Travel and Tourists:
The recognition of these initiatives will not only inspire more stakeholders to innovate but will also ensure that tourists can access high-quality, responsible, and sustainable travel experiences. The focus on successful projects serves as a model for future collaborations and highlights the importance of integrating public-private efforts to deliver tangible results in the tourism industry.

Looking Ahead: A Stronger, More Collaborative Tourism Industry

The meetings held in Riyadh confirm the critical need of public-private partnerships in the developing tourism industry. UN Tourism’s Affiliates Members are now better prepared for collaboration on sustainable, inventive, and quality driven tourism. These partnerships will be essential to the democratic recovery of post-pandemic tourism

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Unlocking Tourism’s Future: How Saudi Arabia is Leading the Charge at the UN Tourism General Assembly

From the 7th to the 11th of November 2023, Riyadh in Saudi Arabia will host the 26th UN General Assembly for tourism which is a first for the kingdom ever since it opened its doors to tourism. This will be a unique opportunity for the region to accommodate and to demonstrate its investment in tourism for economic diversification. This also coincides with the 50th anniversary for the tourism agency for the United Nations. This specific event will cater to the global audience for which decision makers, leaders and field specialists all will come together to share their thoughts and make decisions based upon the future of tourism in the era of AI and digitization.

A Momentous Occasion for Global Tourism

Saudi Arabia’s Ministry of Tourism will lead the hosting of over 160 member states, international organizations, and global tourism stakeholders. This major event will focus on the theme “AI-Powered Tourism: Redefining the Future,” emphasizing how artificial intelligence can shape the future of travel. The event is a significant milestone, highlighting the Kingdom’s leadership in the tourism sector and marking a key moment in global tourism diplomacy.

Saudi Arabia’s Role in Shaping Future Tourism

By hosting this influential UN assembly, Saudi Arabia is solidifying its role as a key player in international tourism. The country is increasingly seen as a leader in fostering collaboration among nations to drive sustainable tourism. Through this gathering, Saudi Arabia aims to address the pressing issues of global tourism, ranging from sustainability to technology integration. It provides a platform for nations to align their strategies and develop frameworks to create a brighter future for global tourism.

Highlighting Saudi Arabia’s Tourism Growth

Tourism is a significant driver of Saudi Arabia’s economic diversification. The Kingdom has made substantial investments in the sector, helping to propel it to new heights. The UN Tourism General Assembly marks a key moment in this journey, underscoring the transformative power of tourism to drive both economic growth and social development. The country’s tourism sector is increasingly aligned with Saudi Vision 2030, which aims to reduce dependency on oil by diversifying the economy into other industries, such as travel and leisure.

The TOURISE Summit: A Global Tourism Platform

In addition to the General Assembly, Saudi Arabia will launch the inaugural TOURISE Summit from November 11-13. This new platform is designed to bring together public and private sector leaders to discuss topics such as investment, sustainability, tourism technology, and cultural exchange. TOURISE promises to address critical global challenges while unlocking new opportunities in the tourism sector. It will provide the roadmap for a more sustainable and equitable tourism industry that meets the evolving needs of modern travellers.

A Guide for Travellers to Saudi Arabia

Riyadh, the capital city of Saudi Arabia, will be the epicenter of global tourism conversations. Visitors to the event can explore the city’s blend of modern architecture and traditional Arabian culture. Riyadh is home to several cultural landmarks such as the National Museum and the Masmak Fortress, which offer insights into the Kingdom’s rich heritage. For a more contemporary experience, tourists can enjoy world-class shopping malls, restaurants, and entertainment venues. Visitors attending the General Assembly will have the opportunity to explore the Kingdom’s extensive hospitality offerings, which include luxury hotels and resorts designed to provide an immersive Saudi experience.

For those looking to extend their stay in Saudi Arabia, the Kingdom offers a wide variety of tourism experiences. From the vast deserts of the Empty Quarter to the Red Sea coastline, there’s plenty to explore. The country’s tourism infrastructure is growing rapidly, with new attractions and activities regularly introduced to cater to both leisure and business travellers.

What’s Next for Saudi Arabia’s Tourism Sector?

The General Assembly along with the TOURISE Summit will continue to establish Saudi Arabia as a global leader for tourism for both welcoming visitors as well as engaging in international discussions. The region’s pivots to more economically diverse activities supported by Vision 2030, will continue rapid growth in the region’s tourism sector. Regardless, the discussions held in Riyadh will promote proactive global tourism advancement with the sector being innovative, sustainable, and inclusively broad.

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Saudi Tourism Attracts Global Attention at WTM 2025: A Showcase of Iconic Destinations and New Investment Opportunities

At the World Travel Market (WTM) 2025, Saudi Arabia captured the attention of the global travel trade with a powerful showcase that highlighted its ambition to become one of the world’s leading tourism destinations. The Saudi Tourism Authority (STA) and its partners brought the country’s vision to life through the “Saudi Land” pavilion, featuring a diverse range of attractions, new tourism packages, and exciting flagship experiences from some of the kingdom’s most iconic destinations.

Saudi Arabia’s presence at WTM 2025 underscored its growing stature in the global tourism industry, with a focus on expanding international partnerships, unlocking new investment opportunities, and offering exceptional tourism experiences. From the ancient wonders of AlUla and the pristine Saudi Red Sea to the vibrant cultural scene of Jeddah and the bustling energy of Riyadh, Saudi’s attractions were on full display, drawing enthusiastic attention from international travel professionals.

The Kingdom’s strategy is clear: position Saudi Arabia as a dynamic, forward-thinking tourism hub, blending rich cultural heritage with modern entertainment, adventure, and luxury. The immersive three-day event brought together 71 Saudi partners who connected with the international travel and tourism community, showcasing bookable products and novel travel experiences. Among the new attractions highlighted at the pavilion were luxury openings at Shura Island and the upcoming Six Flags Qiddiya City—both seen as significant milestones in the country’s tourism evolution.

A Celebration of Excellence in Saudi Tourism

A standout feature of Saudi Arabia’s presentation at WTM 2025 was the inaugural Destination Management Organization (DMO) Awards, which celebrated the exceptional efforts of Saudi’s destination management organizations. The awards highlighted the creativity, authenticity, and operational excellence that have shaped the country’s tourism initiatives. Diriyah, with its deep-rooted cultural history, received the “Best Authenticity” Award for its outstanding integration of traditional Saudi elements, positioning it as a key cultural tourism destination.

Qiddiya, the future entertainment capital of Saudi Arabia, was honored with the “Best Operational Excellence” Award. This recognition highlighted Qiddiya’s commitment to delivering world-class experiences, its strong service delivery, and the effective use of digital tools to enhance visitor engagement. Meanwhile, Al Madinah earned the “Best of Show” Award, a prestigious recognition for its all-encompassing performance that combined authenticity, operational excellence, and tangible commercial success.

Abdullah Alhagbani, Chief Partnerships and Regulatory Affairs Officer at STA, reflected on the momentum that Saudi Arabia has built in recent years. In his remarks at WTM 2025, he emphasized the Kingdom’s tourism growth, citing a remarkable surge in visitor numbers. Almost 116 million tourists visited Saudi Arabia in the previous year, with more than 60 million arrivals in just the first half of this year alone. Alhagbani credited these impressive figures to the efforts of Saudi Arabia’s partners and the broader travel trade, who are pivotal in the country’s tourism success.

Saudi Arabia: A Destination for Every Traveler

Saudi Arabia’s tourism offerings are varied and compelling, catering to travelers of all kinds. The Kingdom has made significant strides in transforming itself into a major global tourism destination, combining its rich history with cutting-edge developments. At WTM 2025, the Kingdom presented a range of new experiences, from luxury resorts along the Red Sea to exciting new adventure and entertainment venues in Qiddiya.

One of the key highlights was the launch of Shura Island’s luxury openings, which promise to become major attractions for high-end travelers. Situated along the Saudi Red Sea coast, Shura Island is set to become a center for luxury tourism, offering world-class facilities for guests seeking a blend of comfort and natural beauty. Similarly, the upcoming Six Flags Qiddiya City is set to revolutionize the entertainment landscape in Saudi Arabia, offering a family-friendly destination with thrilling rides and world-class attractions.

With destinations like AlUla, Riyadh, and Jeddah, Saudi Arabia offers a diverse array of experiences for visitors. AlUla is home to stunning archaeological sites, including the UNESCO World Heritage-listed Madain Saleh, which draws history buffs and adventure seekers alike. Riyadh, the capital, is a bustling metropolis where modernity and tradition intersect, while Jeddah’s waterfront is known for its vibrant arts scene, making it a cultural and artistic hub on the Red Sea coast.

Saudi Arabia’s Growing Global Appeal

Saudi Arabia’s presence at WTM 2025 also demonstrated its commitment to expanding global partnerships and attracting international investors to the country’s tourism sector. The Kingdom is working to unlock new investment opportunities that will further drive the development of tourism infrastructure, creating a dynamic, thriving tourism economy for years to come. This effort aligns with the goals set out in Saudi Arabia’s Vision 2030, which seeks to diversify the economy and reduce the country’s reliance on oil by fostering growth in other sectors such as tourism.

The impact of Saudi Arabia’s tourism growth is already being felt. The country’s new attractions and dynamic tourism offerings are attracting millions of visitors from around the world, positioning Saudi Arabia as one of the fastest-growing tourism destinations globally. With the kingdom continuing to invest in new projects, infrastructure, and experiences, Saudi Arabia is on track to become a top destination for international travelers in the coming years.

A Bright Future for Saudi Tourism

The conclusion of Saudi Arabia’s high-impact showcase at WTM 2025 marks just the beginning of what promises to be a transformative journey for the country’s tourism sector. With a focus on partnerships, authenticity, and operational excellence, Saudi Arabia is poised to lead the way in global tourism. As the Kingdom continues to expand its tourism offerings and attract international visitors, its status as a premier travel destination is only set to grow, bringing a new era of opportunity, investment, and cultural exchange to the global tourism market.

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