UN hails Riyadh’s transformation

Natalia Bayona, Executive Director, UN Tourism, in an interview with TravTalk, praises Riyadh’s rapid transformation, emphasising the city’s dynamic youth, strong innovation ecosystem, and fast-growing tourism sector driven by Vision 2030. She also highlights the milestone appointment of the organisation’s first woman and youngest Secretary-General.

TT Bureau

Natalia Bayona, Executive Director, UN Tourism, lauded Riyadh as a vibrant and fast-evolving city that reflects the essence of Saudi Arabia’s tourism transformation. Highlighting the Riyadh’s transformation since her first visit to the Kingdom, Bayona said, “Today, Riyadh stands as a hub where youth are empowered through startups, accelerators, and innovation-driven initiatives.” She expressed admiration for Riyadh Boulevard and the diversity showcased through Riyadh Season, underscoring how each edition brings new culinary and cultural experiences that elevate the city’s global presence.

Bayona emphasised that Saudi Arabia’s rapid tourism growth is a direct result of Vision 2030, which positions tourism as a pillar of economic diversification. This momentum, she said, sets an example for nations worldwide, proving that tourism can serve as a primary driver of economic growth. Bayona also praised the historic appointment of the first female — and youngest-ever — Secretary-General of UN Tourism, calling it a milestone for the organisation and the industry. She noted that this development symbolises the rising influence of women and youth, reinforcing tourism’s ability to foster inclusive leadership and human development.

Reflecting on the day’s AI-themed session on shaping the future of tourism, Bayona highlighted the importance of keeping humanity at the centre. Tourism, she said, is the most human of economic sectors, and technology should be used as a tool to empower people and create meaningful journeys.