Global Tourism Embraces AI: UN Charts New Digital Future

UN Tourism Embraces AI for a Digital Future

The UN Tourism General Assembly concluded its 26th session in Riyadh, Saudi Arabia, with a clear message: artificial intelligence (AI) is now the guiding force for the future of global tourism. The three-day event, attended by delegates from 148 Member States, including 90 Tourism Ministers and 70 Ambassadors, focused on innovation, inclusivity, and sustainability. AI was identified as the key to unlocking these priorities, marking a significant shift in the tourism sector.

Secretary-General Zurab Pololikashvili emphasized the transformative potential of AI during the organization's 50th-anniversary celebrations. He highlighted how machine-learning tools can drive diversity, foster inclusive growth, and create expanded opportunities for all stakeholders. This vision was reinforced through a dedicated thematic session on AI, featuring insights from industry leaders such as Amadeus, Trip.com, Microsoft, and the World Economic Forum.

The Riyadh Declaration: A Blueprint for Change

The Assembly produced the Riyadh Declaration on the Future of Tourism, a comprehensive plan outlining the industry's next chapter. This declaration prioritizes digital innovation, the integration of AI, and the development of resilient, inclusive tourism economies. Signatories committed to tangible actions, including investments in digital infrastructure and the implementation of AI-driven initiatives to support local entrepreneurship.

The focus on AI reflects the tourism sector's response to rapid digital disruption. By endorsing generative models and smart algorithms, UN Tourism aims to proactively guide this change rather than react to it. This approach seeks to ensure that technology serves broader societal goals, such as empowering local communities and bridging skill gaps, rather than exacerbating existing inequalities.

Challenges and Opportunities

While the potential of AI in tourism is promising, the implementation across 148 diverse nations presents significant challenges. Digital infrastructure varies widely, and workforce shortages and skills gaps are real concerns. AI could either be a powerful solution or a source of job displacement, depending on how it is managed. The success of the Riyadh Declaration hinges on consistent and ethical execution by individual member states.

Beyond AI, the Assembly made other notable moves. Shaikha Al Nowais was confirmed as the first woman to lead UN Tourism in its 50-year history, starting in 2026. This appointment is a significant step towards modernizing the organization's leadership. Additionally, the establishment of a permanent Africa & Americas Summit and the approval of a new China regional office signal a push for greater global reach and localized cooperation.

Looking Ahead

The roadmap for the coming years is clear: UN Tourism is prioritizing technology and education. World Tourism Day 2026 will focus on the Digital Agenda and Artificial Intelligence, hosted by El Salvador. The following year, Cabo Verde will host the event, centering on Transforming Tourism through Education. These themes underscore the intertwined challenges of adopting new technology while ensuring the human element and necessary skills are not left behind.

The next General Assembly, set for the Dominican Republic, will likely serve as a litmus test for the progress made on these ambitious digital goals. The organization's commitment to AI and digital innovation positions it to navigate the rapidly evolving landscape of global tourism.