Can Tech Power the Next Tourism Boom?

The world of tourism is constantly evolving, and at the heart of this transformation are innovation and technology. This was clearly evident at VivaTech 2025, Europe's largest technology and startup event, where Her Excellency Shaikha Nasser Al Nowais, the Secretary-General-elect of the United Nations World Tourism Organisation (UNWTO) for the 2026–2029 term, was a prominent participant.

A Focus on SME Innovation

During her visit, Her Excellency made a point of stopping at the UAE Pavilion. She spent time learning about the innovative projects and solutions developed by Emirati SMEs, especially those in the tourism sector. She highlighted how these companies are using digital solutions and services to offer unique solutions that benefit communities. This underscores the growing importance of SMEs in driving innovation within the tourism landscape.

Technology: A Game-Changer for Hospitality

In her discussions with Emirati entrepreneurs, Her Excellency emphasised the critical role of advanced technologies and AI in shaping the future of hospitality and tourism destinations. She noted that technology isn't just a buzzword; it's a vital tool for creating standout tourism experiences, boosting service quality, and making the sector more competitive on a global scale. This is particularly relevant for SMEs looking to carve out their niche and offer unique value.

Exploring Global Tech Trends

Beyond the UAE Pavilion, Her Excellency also explored the offerings of various international companies specialising in advanced technology, AI, and digital solutions. This provided her with insights into the latest innovations that are not only reshaping the digital economy but also advancing the concept of "smart tourism."

VivaTech 2025: A Hub for Progress

VivaTech 2025, held under the theme "New Frontiers of Innovation," was a significant gathering for decision-makers, business leaders, and innovation pioneers worldwide. The event saw massive participation, with approximately 165,000 visitors, over 13,500 startups, 3,500 exhibitors, and 3,200 investors. This made it a unique platform for accelerating innovation, exchanging ideas, and forming strategic partnerships – all crucial elements for the growth and evolution of businesses, including SMEs in the tourism sector.

Her Excellency Shaikha Nasser Al Nowais's engagement at VivaTech 2025 highlights the UNWTO's commitment to embracing technological advancements and fostering innovation, particularly within the SME ecosystem, to build a more dynamic and competitive global tourism industry.