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UNWTO Executive Director: It’s Time to Empower Women in the Region’s Tourism Sector

Natalia Bayona, who leads the innovation, education, and investments strategy of the UNWTO, believes that Saudi Arabia is positively heading towards greater empowerment of women in the tourism sector
Natalia Bayona, who leads the innovation, education, and investments strategy of the UNWTO, believes that Saudi Arabia is positively heading towards greater empowerment of women in the tourism sector
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UNWTO Executive Director: It’s Time to Empower Women in the Region’s Tourism Sector

Natalia Bayona, who leads the innovation, education, and investments strategy of the UNWTO, believes that Saudi Arabia is positively heading towards greater empowerment of women in the tourism sector
Natalia Bayona, who leads the innovation, education, and investments strategy of the UNWTO, believes that Saudi Arabia is positively heading towards greater empowerment of women in the tourism sector

The UN World Tourism Organization (UNWTO) is set to launch the “UNWTO Women in Tech Startup Competition: Middle East” on September 27 in the Saudi capital city of Riyadh.

The initiative aims to empower women in the tourism sector and increase their presence, while also supporting pioneering technological projects in the Arab region.

Furthermore, it seeks to financially support participating women by attracting investors from around the world.

The competition aligns with Saudi Arabia’s drive to develop its tourism system, injecting 3 trillion riyals ($800 billion) in the coming years to establish colossal projects that support its plan of attracting 100 million tourists by 2030.

Relevant authorities in the Kingdom have already begun enhancing their workforce and supporting Saudi entrepreneurs in developing their specialized companies within the sector.

Additionally, efforts are being made to empower women due to their low participation in the tourism industry in the Arab region compared to the global average.

Natalia Bayona, UNWTO Executive Director who is leading the innovation, education, and investments strategy of the UNWTO, told Asharq Al-Awsat that it is time to specifically focus on supporting talented women entrepreneurs in Saudi Arabia and the Middle East to shape the future of tourism in the region.

Women represent 34% of startup founders in the technology field in the region and over 50% of graduates in science, technology, engineering, and mathematics in the Arab world.

Therefore, the competition represents a convergence of empowering women, innovation, and tourism.

Tourism has a special impact on the lives of women and youth, as it is the primary sector in which they work at a global level, emphasized Bayona.

It is interesting to note that while women represent approximately 54% of the workforce in international tourism, they account for only 8% in the Middle East, she added.

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China Eyes Electric Vehicle Manufacturing Opportunities in Saudi Arabia

Chinese ambassador to Saudi Arabia (Asharq Al-Awsat)
Chinese ambassador to Saudi Arabia (Asharq Al-Awsat)
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China Eyes Electric Vehicle Manufacturing Opportunities in Saudi Arabia

Chinese ambassador to Saudi Arabia (Asharq Al-Awsat)
Chinese ambassador to Saudi Arabia (Asharq Al-Awsat)

China’s ambassador to Saudi Arabia, Chang Hua, expressed Beijing’s hopes to strengthen its partnership with the kingdom, especially in electric vehicle production and other industries.
Speaking to Asharq Al-Awsat, Hua condemned violations of Lebanon’s sovereignty and the targeting of civilians.
He called for immediate action to reduce tensions and prevent further escalation in the region.
“China is deeply shocked by the high civilian casualties from the conflict between Israel and Lebanon,” Hua said, urging the international community to work on calming the situation.
He emphasized that, no matter how things unfold, “China will always stand for justice and remain committed to peace and stability in the Middle East. We are ready to work with all parties to promote peace in the region.”
China’s Economic Growth
Hua highlighted China’s rise from a $30 billion economy to a $17.8 trillion one, making it the world’s second-largest economy and a leader in trade and industry.
He reiterated China’s goal to maintain high-level openness, push for high-quality economic development, and promote a multipolar world with fair global governance and inclusive economic globalization.
Saudi-China Relations
Hua described the partnership between Saudi Arabia and China as entering a new phase of deep development, congratulating Saudi Arabia on its 94th National Day.
He noted that Chinese Premier Li Qiang’s recent visit to Saudi Arabia has boosted bilateral relations and strengthened the comprehensive strategic partnership, driving it towards a more stable and prosperous future.
The ambassador stressed the need to expand trade and investment between the two countries and highlighted the upcoming “Saudi-Chinese Cultural Year 2025” as a key event.
Hua also pointed out that Saudi Crown Prince Mohammed bin Salman values the strong and historic relationship between the two nations.
The Crown Prince looks forward to further aligning Saudi Vision 2030 with China’s Belt and Road Initiative, expanding cooperation in energy, investment, and culture.
Hua noted that China is Saudi Arabia’s largest trading partner, with bilateral trade exceeding $100 billion in the past two years. He also mentioned the recent currency swap agreement between the two countries, which has helped boost trade and investment.
New Developments in Saudi-China Relations
According to Hua, the cooperation between the two nations has grown significantly, particularly in the automotive, renewable energy, and tourism sectors.
In 2023, Saudi imports of Chinese cars reached $4.12 billion, driven by companies like Changan, Geely, MG, Chery, Great Wall, Hongqi, GAC, and BYD, which have opened branches in the kingdom.
Discussions are ongoing about building local manufacturing plants. China exported 4.91 million vehicles in 2023, making it the largest car exporter globally for the first time, including 1.203 million electric vehicles, a 77.6% increase from the previous year.
Hua noted that Saudi Vision 2030 aims for electric vehicles to account for at least 30% of all cars in Riyadh by 2030, and he expressed optimism about enhancing collaboration in automotive manufacturing.
Chinese companies are also increasingly involved in Saudi Arabia’s renewable energy sector. They are working on multiple solar projects, including the Al Shuaibah photovoltaic plant, the largest of its kind in the world, with a capacity of 2.6 gigawatts.
In July 2023, the Renewable Energy Localization Company (RELC), backed by the Saudi Public Investment Fund, signed agreements with three Chinese firms—Envision Technology Group, Jinko Solar, and TCL Zhonghuan—to establish joint ventures for high-efficiency solar cell production in Saudi Arabia.
These projects will focus on producing solar components, helping Saudi Arabia achieve its goal of sourcing 75% of renewable energy project components locally by 2030.
Hua also highlighted the increasing exchange of visits between citizens of both countries. In September 2023, China and Saudi Arabia signed a memorandum of understanding to facilitate group tourism, making the kingdom an official destination for Chinese tour groups.
Several Chinese travel agencies have begun offering packages to Saudi Arabia, and direct flights between the two countries are increasing. Saudi Airlines has expanded its routes, operating numerous weekly flights between Beijing, Shanghai, Shenzhen, Riyadh, and Jeddah.