BREAKING GROUND

Basmah Al-Mayman, Regional Director for the Middle East at UNWTO, is representing the region on a global stage for the worldwide tourism agency. As the sector recovers from the worst global crisis it has faced in recent history, she’s spearheading change from its first-ever office in Riyadh.

- JAMILA GANDHI

On May 26, 2021, the Spain-headquartered United Nations World Travel Organization (UNWTO) opened its first regional office in Riyadh, Saudi Arabia. The Middle East’s first representative branch was established to serve as a hub for the global travel agency to coordinate policy and initiatives across its 13 member states in the region.

A series of international projects have since been introduced from the Middle East, including the Best Tourism Villages by UNWTO and the UNWTO International Tourism Academy, both of which were launched in December 2021. “Our region may not be the largest, but to be involved in launching such crucial global initiatives is a big achievement and sends a message to the world about the Middle East’s significance,” says Basmah Al-Mayman, Regional Director for the Middle East at UNWTO.

In Riyadh, UNWTO has also collaborated with the World Bank Group and the Saudi Ministry of Tourism to activate a Tourism Community Initiative and work towards establishing a global Multi-Donor Trust Fund exclusively devoted to tourism. Al-Mayman is also optimistic about the role of technology adding value and is now working to increase efficiency for travelers. “We’re working to implement a common digital health solution to facilitate travelers’ experiences through interoperability and blockchain as technologies to develop a standard framework,” she explains. “From our mountains to the seas, the Middle East presents a huge opportunity for tourism investments.”