Regional Office for the Middle East

Regional Office for the Middle East

The UN Tourism Regional Office for the Middle East, based in Riyadh, was established to promote sustainable tourism practices, support capacity building, and drive the growth of the tourism sector across the region.
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Where We Are
RYSA3902, alsafarat, 12511 Riyadh, Kingdom of Saudi Arabia

Opening of the Regional Office for the Middle East

The UN Tourism Regional Office for the Middle East, based in Riyadh, was established to promote sustainable tourism practices, support capacity building, and drive the growth of the tourism sector across the region. By fostering strong partnerships among its 13 Arab Member States (Saudi Arabia, the United Arab Emirates, Qatar, Kuwait, Bahrain, Oman, Lebanon, Jordan, Iraq, Syria, Egypt, Libya, and Yemen) and 49 Affiliate Members, the office aims to enhance and develop the tourism sector throughout the Middle East.

At the opening ceremony in Riyadh on May 26, 2021, UN Tourism Secretary-General Zurab Pololikashvili was joined by Saudi Arabia's Minister of Tourism, His Excellency Ahmed Al Khateeb, and Her Highness Princess Haifa Al-Saud, Deputy Minister of Tourism for Strategy and Investment, to officially inaugurate the office. The event was also attended by Tourism Ministers from across the Middle East and other global regions, as well as leaders from the private sector.

UN Tourism Riyadh office

Mandate and Objectives

The UN Tourism Regional Office for the Middle East plays a key role in driving and advancing sustainable tourism development across the region. Its work focuses on fostering education and capacity building, promoting rural development, and driving innovation, while implementing technical projects on the ground and strengthening the tourism sector in Arabic-speaking countries. Through these efforts, the Office enhances collaboration among Member States and Affiliate Members, supporting the growth and modernisation of the tourism sector throughout the Middle East.

Director of the Regional Office for the Middle East

Director of the Regional Office for the Middle East
Mr. Samer Al Kharashi

Under the supervision of the Director Mr. Samer Al Kharashi, the UN Tourism Regional Office for the Middle East serves as a vital hub for sustainable tourism development in the region. The Office actively engages stakeholders, fostering collaboration and innovation in tourism practices that contribute to the region’s long-term growth and resilience

Key Activities and Focus Areas

In 2020, under Saudi Arabia's G20 Presidency, UN Tourism developed the AlUla Framework for Inclusive Community Development through Tourism, establishing tourism as a powerful tool for driving positive change in rural communities worldwide. Building on this foundation, UN Tourism launched the Best Tourism Villages initiative in 2021, identifying the world's top tourism villages based on sustainability and best practices. The UN Tourism Regional Office for the Middle East has become the global hub for the tourism for rural development programme, with the Best Tourism Network growing each year. The network has grown into the largest global community of villages harnessing tourism to create lasting positive impacts, with 12 tourism villages from the Middle East, including Egypt, Lebanon, Jordan, Saudi Arabia, and Oman, being recognized.

 The UN Tourism Regional Office for the Middle East remains dedicated to partnering with stakeholders to advance rural development, preserve cultural heritage, and promote sustainable tourism, while encouraging continuous engagement and innovation within the network.

Education lies at the core of our mission at the UN Tourism Regional Office for the Middle East, reflecting our belief in the pivotal role that knowledge and skills development play in fostering sustainable tourism. By placing education at the forefront, we aim to empower stakeholders across the region to adopt international best practices, enhance their capabilities, and contribute to the long-term resilience and growth of the tourism sector. As part of this commitment, we implement a wide range of educational initiatives, including training programmes, capacity-building workshops, and strategic tourism education projects. In collaboration with the Kingdom of Saudi Arabia, we have launched 10 online Massive Open Online Courses (MOOCs) designed to strengthen both managerial and vocational skills. Available in Arabic, Chinese, English, French, and Spanish, these courses are intended to elevate tourism management, align practices with global standards, and support the ambitions of Saudi Arabia's Vision 2030.

The UN Tourism Regional Office is committed to fostering innovation and digital transformation in the Middle East's tourism sector, supporting entrepreneurs by providing Middle Eastern startups with opportunities to thrive. This is achieved through initiatives that offer entrepreneurs global visibility, mentorship, and support. One such initiative, the Women in Tech Startup Competition, launched in 2023 with a second edition in 2024, attracted over 200 applicants from the region. Aligned with SDG 5 (gender equality) and SDG 8 (economic growth), the competition provides winners with exceptional trainings and global visibility, presenting opportunities to pitch their businesses at events such as World Tourism Day, the Future Hospitality Summit, empowering them to scale their tourism ventures. Moreover, the office is involved in research projects that shape the future of tourism, focusing on topics like AI's impact on tourism employment, digital transformation, and labour market analysis. These studies provide data-driven insights to support policymakers and stakeholders in promoting inclusive growth, digital readiness, and sustainable workforce development in the region.

Major Regional Events

The UN Tourism Regional Office for the Middle East serves as a central hub for tourism in the region, welcoming all Member States and Affiliate Members to engage in events, activities, and workshops. The office is dedicated to fostering collaboration and advancing sustainable tourism development across the Middle East.

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1st UN Tourism Regional Conference on the Empowerment of Women in Tourism in Europe

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1st UN Tourism Regional Conference on the Empowerment of Women in Tourism in Europe
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The 1st UN Tourism Regional Conference on the Empowerment of Women in Tourism in Europe will be hosted by Visit Almaty and will take place from 22 - 23 October in Almaty, Kazakhstan. This event provides a platform for some of the leading female voices in tourism in the region, celebrating their successes and considering ways to dismantle the barriers that hamper women's economic and social empowerment.


The agenda will include dialogue with leaders from both the public and private sectors who are driving social innovation, discussing strategies for the global tourism sector to confront and combat gender inequalities.

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Submitted by nkusar on August 19, 2025

2025 ECU World Tourism Day Forum

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The 2025 World Tourism Day is organized by the Edith Cowan University (ECU), in partnership with the Tourism Western Australia (TWA), Women in Tourism and Hospitality WA, Australian Hotels Association WA, WA Agri-tourism Association, Destination Perth, and Crown Tower Perth. This event presents a strategic opportunity for Western Australia to lead the global conversation on tourism. Under the UN Tourism theme “Tourism and Sustainable Transformation,” this half-day forum will convene influential voices from government, industry, and academia to explore a shared vision for a sustainable, inclusive tourism future in WA.
Western Australia stands at a pivotal crossroads. The imperative to attract international visitors and celebrate Australia’s rich Indigenous and cultural heritage is intensifying—yet so too are the environmental pressures, workforce vulnerabilities, and community wellbeing challenges that accompany this growth. Addressing these complexities requires more than conversation—it demands collective leadership and decisive, coordinated action.
This high-impact forum is not just an event—it is a platform for action and collaboration. It will foster cross-sectoral dialogue, strengthen strategic alignment, and catalyse collaborative solutions to shape the future of tourism across the region.

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Submitted by UN Tourism on August 18, 2025

Semana do Turismo 2025 - ESAT/UEA - “Turismólogo em Ação: Novos Caminhos, Novas Perspectivas”

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Semana do Turismo 2025 – ESAT/UEA
Turismólogo em Ação: Novos Caminhos, Novas Perspectivas
A Escola Superior de Artes e Turismo (ESAT), por meio da Universidade do Estado do Amazonas (UEA) realiza, entre os dias 20 e 26 de setembro, a Semana de Turismo 2025, com o tema "Turismólogo em Ação: Novos Caminhos, Novas Perspectivas", a proposta da Semana do Turismo na Universidade do Estado do Amazonas (UEA) visa destacar o protagonismo do profissional de Turismo diante dos desafios e possibilidades do mundo contemporâneo. A programação contempla uma abordagem interdisciplinar e inovadora, por meio de debates, oficinas, vivências e palestras, valorizando não apenas a formação acadêmica, mas também o empreendedorismo, novas tendências do setor e práticas voltadas à formação acadêmica e ao fortalecimento do setor no estado.
O evento é organizado pelo Curso de Turismo da Escola Superior de Artes e Turismo (ESAT), em parceria com: Centro Acadêmico de Turismo (Catur), Laboratório de Turismo (Labotur), Laboratório de Ensino de Práticas de Eventos (EventosLab), Laboratório de Acessibilidade, Neicam, Naie, Observatório de Turismo da UEA, RedeTur Amazônia, Mais Acesso, Cinema na Palma da Mão, Esa Ambiental, egressos e diversos parceiros institucionais da UEA, promovendo uma articulação entre saberes acadêmicos e demandas do trade turístico.
Entre os destaques está o concurso cultural "Influencer Turístico", que estimula estudantes a produzirem conteúdos digitais criativos sobre o território, envolvendo etapas de vivência, criação e apresentação da cultura do Estado. A programação inclui ainda rodas de conversa com representantes do trade e da gestão pública, além de oficinas voltadas a temas como eventos, empreendedorismo e roteiros turísticos alternativos.
A Semana também abre espaço para discussões sobre turismo de periferia, segurança no turismo de aventura, crimes relacionados ao setor, economia criativa e turismo de experiência, fortalecendo o vínculo entre a universidade e a realidade social. A tradicional Feira do Empreendedorismo do NAIE e o Encontro de Egressos completam o circuito de atividades, promovendo a troca de saberes e valorizando trajetórias inspiradoras de quem constrói o turismo amazonense.

“Mais do que uma semana comemorativa, esse evento é um espaço de construção coletiva, onde nossos alunos exercitam o protagonismo, o pensamento crítico e o olhar sensível sobre o turismo. Ao conectar experiências locais com tendências nacionais, incentivamos um turismo mais justo, criativo e comprometido com a valorização das nossas identidades culturais”, destaca a Profa. Dra. Cláudia Araújo de Menezes Martins - Coordenação do curso de Turismo da UEA.

O Curso de Turismo também apoia atividades que serão realizadas nos municípios de Manacapuru, Novo Airão e Carauari. A Semana de Turismo 2025 é voltada para o público acadêmico, egressos e comunidade, em comemoração ao Dia Mundial do Turismo e do Turismólogo, no dia 27 de outubro. Acompanhe a programação geral no site do evento no Even3.

Website
https://www.even3.com.br/semana-do-turismo-2025-esatuea-612915 

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Submitted by UN Tourism on August 18, 2025

Travel Film Awards

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Travel Film Awards (TFA) is an international film festival focused on travel and tourism. Held annually to coincide with World Tourism Day, TFA aligns with the UN Tourism theme of the year while welcoming all films under 60 minutes that capture the many dimensions of travel.
The festival honors and promotes filmmakers who portray the spirit of travel and the transformative power of tourism. The second edition takes place this year in Barcelona, September 26–28.

Website
https://travelfilmawards.com/ 

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Submitted by UN Tourism on August 18, 2025

Tourism for Community: Education, Equity & Eco-Transformation. Exploring European innovative tourism models.

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Tourism for Community: Education, Equity & Eco-Transformation. Exploring European innovative tourism models.
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The Tourism for Community: Education, Equity & Eco-Transformation International Forum brings together global leaders from academia, government, and the tourism industry to shape a more inclusive, innovative, and sustainable future for tourism. This year’s focus includes horizontal hotel models, outdoor hospitality, and inclusive tourism, with special attention to education and skills development as drivers for equity and accessibility. Through inspiring talks, hands-on workshops, and European best practices—like the renowned Alberghi Diffusi—participants will explore how community-centered hospitality can boost rural revitalization, protect cultural heritage, and deliver regenerative tourism solutions.

Website
edu4tourism.ro 

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Submitted by UN Tourism on August 18, 2025

Edessa, GR, Tourism and Sustainable Transformation towards Agenda 2030

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26 Sep World Tourism Day Event
Edessa, Pella, Macedonia, Greece
Tourism and Sustainable Transformation towards Agenda 2030

- 8 Educational Workshops to Local Students & Pupils
- Green & Digi-Excursion for foreign Students & Pupils
- Cultural Experiences in hospitality and 4 elements activities
- Visits to Edessa Sights free of charge using Edessa City Card for all visitors

Edessa Tourist Information Center
Agras Wetland Environmental & Tourist Information Center
Agios Athanasios Tourist Information Center
Municipality of Edessa, Dept. of Tourism
www.edessacity.gr

Website
https://www.edessacity.gr/ 

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Submitted by UN Tourism on August 18, 2025

World Tourism Day 2025 - Międzypokoleniowa Sztafeta Turystyczna PTTK UMK WNoZiGP i ZSGH Toruń

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World Tourism Day 2025 - Międzypokoleniowa Sztafeta Turystyczna PTTK UMK WNoZiGP i ZSGH Toruń
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Zapraszamy do wzięcia udziału w XII edycji Międzypokoleniowej Sztafety Turystycznej PTTK! OD 2012 roku Polskie Towarzystwo Turystyczno-Krajoznawcze organizuje ogólnopolską akcję z okazji obchodów Światowego Dnia Turystyki. W ramach Międzypokoleniowej Sztafety Turystycznej stworzyliśmy platformę umożliwiającą jednostkom organizacyjnym PTTK i zaprzyjaźnionym podmiotom zgłaszanie wydarzeń o charakterze turystyczno-krajoznawczym - wycieczek, rajdów, zlotów, spływów i wszelkich innych wypraw – w ramach wspólnej inicjatywy. Celem sztafety jest integracja środowiska turystów oraz wspólna wymiana doświadczeń, pomiędzy różnymi pokoleniami wędrowców. W tym roku, podczas XII Sztafety 27 września zachęcamy do wyruszenia na wspólne szlaki w celu celebracji jubileuszu 75 lat istnienia Towarzystwa!

Towarzystwo, niezmiennie od zawiązania w 1950 r. pragnie stwarzać przyjazne dla turystów warunki uprawiania rekreacji oraz poznawania dziedzictwa i walorów krajoznawczych naszego pięknego kraju. Pragniemy integrować różne środowiska prowadzące aktywność skierowaną na krzewienie turystyki i krajoznawstwa. Zapraszamy do odkrywania Polski, przemierzania szlaków, zwiedzania obiektów krajoznawczych w doborowym towarzystwie – naszym Towarzystwie.

https://pttk.pl/xii-edycja-miedzypokoleniowej-sztafety-turystycznej-pttk-27-09-2025-r/;

Zapraszamy do udziału w Międzypokoleniowej Sztafecie Turystycznej 2025 z UMK i ZSGH Toruń. Wystarczy, że w terminie 27.09.2025r. do 30.09.205r. w ramach obchodów Światowego Dnia Turystyki przejdziesz, przejedziesz albo przepłyniesz dowolną ilość metrów/km/przestrzeni i zgłosisz/opublikujesz relację z tego w naszym wydarzeniu:

https://www.facebook.com/events/535077209571416

Powodzenia i do zobaczenia na szlaku!

We invite you to participate in the 12th edition of the PTTK Intergenerational Tourist Relay Race! Since 2012, the Polish Tourist and Sightseeing Society has been organizing a nationwide event to celebrate World Tourism Day. As part of the Intergenerational Tourist Relay Race, we have created a platform enabling PTTK organizational units and affiliated entities to submit tourism and sightseeing events – trips, rallies, gatherings, kayaking trips, and other expeditions – as part of a joint initiative. The goal of the relay race is to integrate the tourist community and facilitate the exchange of experiences between different generations of hikers. This year, during the 12th Relay Race on September 27th, we encourage you to set off on common trails to celebrate the Society's 75th anniversary!

Since its founding in 1950, the Society has consistently strived to create tourist-friendly conditions for recreation and exploration of the heritage and scenic attractions of our beautiful country. We strive to integrate diverse communities engaged in activities aimed at promoting tourism and local knowledge. We invite you to discover Poland, explore its trails, and visit its landmarks in the company of our distinguished members.

We invite you to participate in the 2025 Intergenerational Tourist Relay Race with Nicolaus Copernicus University and ZSGH Toruń. All you have to do is walk, cycle, or swim any distance between September 27, 2025, and September 30, 2025, as part of World Tourism Day celebrations, and report/post your achievement in our event:

https://www.facebook.com/events/535077209571416 

Good luck, and see you on the trail!

 


 

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Submitted by UN Tourism on August 18, 2025

Global Promotion action for Chinese Tourism Destination

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Global Promotion action for Chinese Tourism Destination
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On September 12, 2023, China Window, together with Tianji Ranking, International Brand Festival (International Brand Ceremony), and Beautiful China Cultural Exploration Action, jointly launched the "Beautiful China - Global Promotion of China Tourism Destination" campaign.
The "Global Promotion of Chinese Tourism Destination Action" will conduct comprehensive research on tourist attractions in China. The selected attractions will be recommended by cooperative media organizations. The event organizing committee will also work with professional cultural and tourism planning and operation teams to plan, improve, and design overall operation plans for tourist attractions in need. The "Beautiful China - Global Promotion of Chinese Tourism Destination Action" will timely release the recommended list of tourism destinations for all provinces and cities in China and the "Top 100 Chinese Tourism Destination" list by 2025.

Website: https://www.huamei.org.cn 

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Submitted by UN Tourism on August 18, 2025

INSTO FAQ

INSTO FAQ
UN Tourism International Network of Sustainable Tourism Observatories

Journée mondiale du tourisme 2025

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Journée mondiale du tourisme 2025: “Tourisme et transformation durable”
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Preliminary Programme

Friday, 26 September 2025

19:00- 21:00Gala Dinner hosted by the state of Melaka, Malaysia*

* (by invitation only)

Saturday, 27 September 2025 | World Tourism Day: Tourism and Sustainable Transformation

(Venue: Level 13, Grand Ballroom DoubleTree by Hilton, Melaka)

10:00– 10:15

Welcome Remarks:

  • H.E. Dato' Sri Tiong King Sing, Minister of Tourism, Arts and Culture, Malaysia 
  • H.E. Zurab Pololikashvili, Secretary-General, UN Tourism
  • H.E. Anwar bin Ibrahim, Prime Minister of Malaysia 
10:15– 10:30Photo Session
10:30 - 10:45

Keynote 1: From Social Innovation and Education to Sustainable Investment: Transforming Tourism from the ground up

  • Natalia Bayona, Executive Director, UN Tourism
10:45 - 11:30

Panel Discussion: "People-Centered Tourism: Unlocking opportunities through education, innovation and investments" 

Moderator: Ms. Natalia Bayona, Executive Director, UN Tourism

This panel will examine how investing in human capital, especially youth and women, can create a more resilient, equitable, and future ready tourism ecosystem by highlighting successful models and forward-thinking policies. Panellists will address how targeted investments can scale up their impact, fostering entrepreneurship, digitalization, and long-term sustainability across destinations.

Panelists:

  • Prof. Amran Hamzah, Director of the Centre for Innovative Planning and Development (PCIPD), Universiti Tecknologi Malaysia
  • Victor Chua, Founding and Managing Partner, Vynn Capital (TBC)
  • Jerry Inzerillo, Group CEO, Diriyah Company (TBC)
  • André Mack, Director at EHL Advisory Services, Business 
  • Management Microsoft Malaysia (TBC)
  • Plug and Play Malaysia (TBC)
11:30 - 12:30Lunch
12:30 - 12:45 

Keynote 2: Transformative Pathways for Building Resilience in Sustainable Tourism 

  • Dirk Glaesser, Director, Sustainable Development of Tourism
12:45 - 13:30

Panel Discussion: Pathways to Resilience: Strategic Routes to Sustainable Tourism

Moderator: Dirk Glaesser, Director, Sustainable Development of Tourism

Panelists:

  • William Rodríguez López, Minister of Tourism, Costa Rica. Chair, Committee on Tourism and Sustainability, UN Tourism (TBC)
  • Tonci Glavina, Minister of Tourism and Sports, Republic of Croatia Co-Chair, Committee on Tourism and Sustainability, UN Tourism (TBC)
  • Takeshi Nakano, Vice Commissioner, Japan Tourism Agency (TBC) 
  • Harald Pechlaner, Professor and Head, Center for Advanced Studies, EURAC Research, Italy. Scientific Coordinator, INSTO South Tyrol Rural Observatory (TBC)
  • Glenn Mandziuk, Chief Executive Officer, Sustainable Hospitality Alliance (WSHA), United Kingdom (TBC)
  • Sérgio Guerreiro, Senior Director, Knowledge Management and Innovation, Turismo de Portugal,  Chair, Tourism Committee, OECD (TBC)
13:30 - 13: 45WTD Handover Ceremony
13:45 - 14:00Closing Ceremony
19:00 - 21:00Visit Malaysia 2026 Dinner 
Co-hosted by Tourism Malaysia & the state of Melaka*

* (by invitation only)

World Tourism Conference

28-29 September, 2025 | Melaka, Malaysia

In the wake of the global recovery from the COVID-19 pandemic, UN Tourism’s call to “Rethink Tourism – From Crisis to Transformation” set the stage for a fundamental paradigm shift. As of 2024, international tourism rebounded impressively with 1.4 billion arrivals globally—an increase of 115% from 2023. The Asia-Pacific region saw strong momentum, reaching 87% of pre-pandemic numbers.

World Tourism Conference
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Submitted by UN Tourism on August 15, 2025