UN Tourism has announced that digital creator and influencer Khaby Lame has been named its newest Ambassador. The appointment was formally made during the organisation’s General Assembly, which took place in Riyadh, Saudi Arabia. This new partnership highlights UN Tourism’s commitment to reaching diverse, digital-first audiences around the world. It reflects the increasingly central role creators now play in the global tourism conversation.

As a UN Tourism Ambassador, Mr. Lame will utilise his unique platform to promote responsible tourism, support cultural heritage, and advocate for sustainable practices. His work will concentrate on demonstrating the power of tourism as a key driver for development, job creation, and unity. Mr. Lame’s first joint collaborations with UN Tourism are expected to be announced in the coming weeks. These will focus specifically on youth engagement and highlighting “hidden gem” destinations.

UN Tourism Secretary-General Zurab Pololikashvili welcomed the announcement. He stated: “Khaby Lame has brought joy to many millions of people, in every corner of the world, and from every walk of life. His openness and readiness to connect with people across borders and languages represents what tourism is all about. I am proud to announce Lame as our newest Ambassador.”

In accepting the role, Khaby Lame underlined his commitment to the cause. He said: “I am incredibly honored to become a UN Tourism Ambassador. My journey started with just a desire to make people smile. Now, I want to use my platform to share my passion for the world, to promote responsible travel, and to build a global community that cares about our planet and the people in it. We (creators) have a huge responsibility. I am excited to start this new adventure and show everyone how we can make the world a better place through travel.”

UN Tourism Special Ambassadors have a unique dedication and closeness to the core values championed by UN Tourism as a specialised agency of the United Nations. This includes a particular focus on the Sustainable Development Goals. These Ambassadors are drawn from the worlds of sport, entertainment, business, gastronomy, and more. They are all leaders in their respective fields who volunteer their time and voices to amplify the message of tourism for sustainable development and equal opportunity. The number of Ambassadors has steadily grown in recent years, reflecting the sector’s increasing significance and diversity.