MADRID, Sept 27: United Nations World Tourism Organization (UNWTO) Secretary-General Zurab Pololikashvili on Saturday lauded Kuwait’s pivotal role in driving regional tourism development through strategic cooperation and dialogue among Middle Eastern nations. Speaking to Kuwait News Agency (KUNA) on World Tourism Day, Pololikashvili underscored Kuwait’s upcoming leadership of the UNWTO Middle East Regional Committee for 2025-2027 as a strategic milestone for the region, a proven global tourism transformation hub.

“This presidency is not only a recognition of Kuwait’s longstanding commitment to tourism but also an opportunity to enhance regional cooperation and translate shared priorities into practical, actionable outcomes,” Pololikashvili said.

Kuwait, a founding member of UNWTO since 1975, aligns its tourism efforts with the National Development Plan (New Kuwait 2035), aiming to boost its international stature. The Georgian Secretary-General expressed confidence in Kuwait’s ability to spearhead regional strategies focusing on sustainability, digitalization, innovation, education, and enhanced connectivity across tourism and related sectors.

At the recent 51st meeting of the Middle East Regional Committee in Doha, member states demonstrated strong political will to advance cooperation in niche sectors such as sports tourism, educational tourism, and luxury tourism. Pololikashvili highlighted Kuwait’s qualifications to lead these efforts, fostering synergy between Gulf Cooperation Council (GCC) countries and the broader region to tackle shared challenges, including climate change, economic diversification, specialized workforce training, and quality job creation.

UNWTO will fully support Kuwait in this leadership role, with the Middle East regional office in Riyadh continuing to provide crucial technical assistance and facilitate joint initiatives.

The Secretary-General also noted the Gulf’s rising prominence on the global tourism stage, evidenced by enhanced political representation within UNWTO governance and the launch of key strategic initiatives. The upcoming UNWTO General Assembly meeting in Riyadh will confirm Emirati entrepreneur Sheikha Al Nowais as Secretary-General in early 2026, marking the first female head of the organization in its fifty-year history.

Pololikashvili praised the Gulf’s focus on human capital development, citing over 30,000 students enrolled in the UNWTO Online Tourism Academy, with women comprising more than half. Secondary school tourism education programs are underway in several Gulf states. The region’s commitment to innovation and digital transformation is reflected in continual improvements to training platforms and the integration of artificial intelligence in e-learning.

Since the launch of the UNWTO Middle East regional office in 2021, operational capacity and project alignment with local priorities have been significantly enhanced, strengthening ties within the regional tourism ecosystem. Active GCC participation boosts UNWTO’s global agenda, with leadership in luxury and sports tourism, education, and digital transformation driving sector innovation and resilience worldwide.

Despite global economic and geopolitical uncertainties, the Gulf states have shown remarkable adaptability in advancing tourism as a key driver for economic diversification, quality job creation, and global visibility. Kuwait achieved an unprecedented 151% increase in tourism revenues in 2023 compared to pre-pandemic 2019, signaling a robust recovery and effective strategic planning. Saudi Arabia led international tourism expenditure growth in 2024 with a 17% rise, consolidating its position as a major global tourism source market.

Major events like the FIFA World Cup, Formula 1 races, and Dakar Rally have bolstered GCC countries as premier hosts of global sporting events, combining investment, innovation, and sustainability to reshape the Gulf’s international tourism image.

Looking ahead, Pololikashvili affirmed UNWTO’s ongoing commitment to supporting GCC countries through technical assistance and institutional cooperation, ensuring tourism remains a sustainable tool for inclusive regional development and socio-economic progress.

Tourism in the GCC continues to rebound strongly in 2025, with Saudi Arabia, Kuwait, and Qatar recording significant gains in international arrivals and spending, driven by diverse tourism offerings, improved connectivity, and a calendar of major events. Saudi Arabia maintains its status as one of the world’s fastest-growing tourism markets, Kuwait is solidifying its emerging destination status, and Qatar capitalizes on momentum from hosting international sports.

According to the latest UNWTO Tourism Barometer, the Middle East welcomed 101 million international tourists in 2024—an 8% increase over 2023 and 41% above pre-pandemic levels—making it the first global region to surpass pre-COVID-19 figures. The region is a leader in innovative tourism sectors such as medical and luxury tourism, setting benchmarks for global recovery.

Pololikashvili expressed optimism for 2025 and 2026, expecting GCC countries to maintain or exceed global tourism growth rates through quality, innovation, and sustainability. Tourism is increasingly recognized as a strategic economic and social development pillar capable of generating jobs, attracting investment, and enhancing regional cooperation.

This year, UNWTO marks World Tourism Day in Malacca, Malaysia, under the theme “Tourism and Sustainable Transformation,” highlighting tourism’s potential as a catalyst for positive global change through governance, strategic planning, and alignment with long-term sustainability goals. The celebrations emphasize tourism’s role in addressing climate change, social transformation, and inclusive economic growth.

Globally, international tourist arrivals grew by 5% in the first half of 2025, surpassing pre-pandemic levels by 4%, despite challenges like inflation, geopolitical tensions, and travel restrictions. UNWTO forecasts continued international arrival growth of 3-5% in 2025, sustaining momentum across the sector worldwide.