As UN Tourism marks its 50th anniversary, global tourism leaders not only assess the five decades of progress but actively establish the roadmap for the next 50 years. Patricia de Lille, Minister of Tourism, Republic of South Africa, shared with TRAVTALK the importance of the Middle East partnership at the 26th General Assembly of UN Tourism in Riyadh.
TT Bureau
Celebrating UN Tourism’s 50th anniversary recently in Riyadh, global tourism leaders not only reflected on its five decades of progress but actively set up roadmap for the next 50 years. For South Africa, this milestone comes at a pivotal moment — one defined by rapid technological change, deeper international collaboration, and the growing influence of the Middle East in global tourism development.
Patricia de Lille, Minister of Tourism, South Africa, said UN Tourism continues to play a critical role in uniting destinations around a shared vision for sustainable growth, innovation, and inclusivity. “We are here to celebrate the past, but more importantly, to plan for the future,” de Lille noted, emphasising that technology, digital transformation, and artificial intelligence will be central to tourism’s evolution.
AI, in particular, is expected to enhance efficiency, personalise visitor experiences, and improve destination management. However, the South African Minister stressed the importance of maintaining a balance between the use of AI and human intervention. “We must ensure that while AI improves tourism systems, it does not replace humanity. Tourism is, at its core, about people, culture, and connection,” she said.
Learnings from ME tourism
The Middle East — especially Saudi Arabia — has emerged as a powerful reference point for global tourism transformation. Since setting ambitious targets in 2019, Saudi Arabia has become the fastest-growing tourism market worldwide, demonstrating how vision, policy alignment, and large-scale investment can accelerate sectoral growth. “We are here to learn from Saudi Arabia’s experience,” the Minister said. The launch of Saudi Arabia’s new tourism strategy, TOURISE, further reinforces the Middle East’s growing influence on global tourism. The recent election of the first-ever woman Secretary General of UN Tourism, hailing from the UAE, also signals a shift in leadership dynamics.
Strengthening UAE–Africa tourism ties
The UAE–Africa Summit, held in Dubai just weeks ago, was described as highly impactful for South Africa and the continent at large, strengthening relationship between the UAE and African nations.
