Saudi Arabia has launched Alsirah Gardens, a new flagship cultural destination in Madinah designed to host 10 million visitors annually. Developed by the PIF-owned company QSAS, the project uses immersive storytelling to explore the Prophetic Biography through a blend of nature and modern architecture. This initiative is a key part of the Kingdom's Vision 2030 goal to enhance the experience for pilgrims and international tourists.
UN Tourism has appointed influential digital creator Khaby Lame as its newest Ambassador during the General Assembly in Riyadh, Saudi Arabia. This partnership is aimed at engaging digital-first audiences globally. In his new role, Mr. Lame will use his platform to promote responsible tourism, advocate for sustainable practices, and support cultural heritage. His work will focus on showcasing tourism as a powerful vehicle for development, job creation, and unity.
A major new Saudi-Swiss partnership has been launched in Riyadh to revolutionise hospitality and tourism education in the Kingdom. It is led by Tanmeya Capital, which manages the SAR600 million Tanmeya Hospitality & Tourism Fund. Tanmeya Capital is partnering with Sommet Education, the parent company of Les Roches, École Ducasse, and Glion Institute of Higher Education. The goal is to train Saudi and international talent to the highest global standards, meeting the growing demands of the national tourism sector.
UN Tourism has partnered with UMusic Hospitality & Lifestyle (UMHL) and the Center for Music Ecosystems (CME) to leverage music tourism for job creation and economic growth in high-growth economies. The new Memorandum of Understanding, announced at the UN Tourism General Assembly in Riyadh, aims to position the creative industries as a transformative force through tourism. The collaboration will use the influence of global figures, including newly appointed UN Tourism Ambassador Khabane Lame, to promote music as a viable path to economic mobility.
Sino Jet, Asia-Pacific's leading business aviation company, has announced a strategic partnership with Aranya's lifestyle hotel collective, “ATITHYA – The Art of Hospitality.” The alliance, unveiled in Hong Kong, is designed to create a seamless luxury travel continuum from air to ground for sophisticated travellers. This new integrated model sees Sino Jet become the exclusive charter aviation partner for the hotel collective. The collaboration merges Sino Jet’s global network with ATITHYA’s destination-focused properties.
The United Nations Specialised Agency for tourism has confirmed Ms. Al Nowais as its next Secretary-General following the 26th General Assembly in Riyadh. Her appointment, confirmed by the 160 Member States, is a historic moment as she becomes the first woman to lead the organisation in its 50-year history. Ms. Al Nowais will commence her five-year term at the start of 2026. She brings considerable private sector experience to the role, including her recent position as Corporate Vice President at Rotana Hotels. She also chairs the Abu Dhabi Chamber’s Tourism Working Group. She outlined five core priorities for her mandate. These include responsible tourism, capacity building, technology for good, innovative financing, and smart governance.
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