The newly confirmed Secretary-General of UN Tourism has outlined a sharp, future-focused vision for the global travel sector following last week’s high-level meetings in Riyadh. The discussions, held between 10–15 November, signalled a decisive shift toward digital transformation, stronger public–private partnerships, and sustainability-led growth for 2026 and beyond.
Across the sessions, the UN Tourism leadership emphasised that the next phase of global tourism will be shaped by technology-driven solutions—from AI-enabled traveller services to advanced data tools that help governments manage visitor flows, improve safety, and plan infrastructure more efficiently. According to the Secretary-General, integrating digital capability into every layer of tourism policy is now “non-negotiable” for countries preparing for the next decade of expansion.
Another major theme was collaborative governance. Member states and industry bodies were urged to work together on skills development, crisis preparedness, sustainable investments, and MSME support. The message was clear: tourism can scale responsibly only when governments and the private sector co-own both the risks and the opportunities.
Leadership changes at UN Tourism also contributed to the sense of a sector entering a new chapter. With the confirmation of Shaikha Al-Nowais as the incoming Secretary-General, delegates noted renewed momentum for global initiatives focused on destination stewardship, workforce skilling, and climate-responsive tourism planning.
The final communications from the meetings highlighted three immediate priorities for all destinations:
1) aligning national tourism strategies with sustainability benchmarks,
2) accelerating digital readiness, and
3) strengthening community-first tourism models.
For travel businesses and destinations worldwide, the practical message is straightforward: growth will favour those who can pair innovation with responsibility. The outcomes of the Riyadh discussions reinforce that tourism’s future lies in smarter partnerships, seamless digital ecosystems, and long-term planning that protects cultural and natural assets.
As countries prepare their 2026 tourism blueprints, this forward-looking agenda sets the tone for a year where competitiveness will depend not just on attracting travellers—but on building resilient, technology-driven, inclusive tourism ecosystems.
