During its General Assembly session in Riyadh, United Arab Emirates, UN Tourism announced a partnership with Khaby Lame, a content creator known for his signature silent comedy style on TikTok. This appointment highlights the increasing role of creators and influencers in the tourism sector, helping the organization connect with younger audiences and prioritize digital communication.

Khaby Lame and members of the United Nations World Tourism Organization. *Photo: UN Tourism*

As an ambassador, Khaby Lame will use his influence to promote responsible tourism, preserve cultural heritage, and encourage sustainable activities. He will focus on showcasing tourism's power as a driver for development, job creation, and community cohesion. The first activities between Khaby Lame and UN Tourism will be announced in the coming weeks, prioritizing youth engagement and introducing "hidden" destinations.

Zurab Pololikashvili, Secretary-General of UN Tourism, stated that Khaby Lame brings joy to millions worldwide. His openness and ability to connect across borders and languages embody the core spirit of tourism.

"I am proud to announce him as the new UN Tourism ambassador", Pololikashvili said.

Khaby Lame at the Venice International Film Festival in early September 2025. *Photo: AFP*

Khaby Lame expressed his honor in taking on this role. His journey began with a desire to bring smiles to people. Now, he aims to use his platform to spread a passion for discovery, promote responsible tourism, and build a community that cares for the planet and its people.

"I am excited to embark on this new path and show how tourism can make the world a better place", Khaby Lame said.

UN Tourism ambassadors come from diverse fields: sports, entertainment, business, and culinary arts. They are leaders in their areas, volunteering their time and voice to spread messages about tourism for sustainable development and equal opportunities. In recent years, the number of ambassadors has grown, reflecting the increasing importance and diversity of the tourism sector.

Khaby Lame, born in Senegal in 2000, grew up in Italy. He began making videos in 2020 and quickly became a global phenomenon with his humorous expressions and simple solutions to complex online situations. After losing his job during the pandemic, he became an influencer, collaborating with international brands before his selection as a UN Tourism ambassador.

Tuan Anh (According to UN Tourism)