UN Tourism has officially welcomed Khaby Lame—currently the world’s most-followed TikTok creator—as its newest Ambassador, marking a significant step in the organization’s strategy to engage digital-first audiences and embrace the power of the global creative economy. With creators increasingly shaping travel trends, destination awareness, and tourism narratives, the partnership reflects a modern vision for inclusive, youth-driven tourism promotion.

As part of his new role, Lame will leverage his massive digital reach to promote responsible travel habits, celebrate cultural heritage, and advocate for sustainability within the tourism sector. Known worldwide for his humor, relatability, and ability to communicate across cultures without words, Lame will work with UN Tourism to highlight how tourism can drive development, empower communities, and promote unity across nations.

His first collaborative initiatives with the organization will be unveiled over the coming weeks, with a focus on youth engagement and spotlighting lesser-known “hidden gem” destinations around the world—places that stand to benefit enormously from increased visibility and responsible visitor growth.

UN Tourism Secretary-General Zurab Pololikashvili emphasized the significance of the partnership, noting: “Khaby Lame has brought joy to millions across every corner of the world. His openness and readiness to connect with people across borders and languages represents what tourism is all about. I am proud to announce Lame as our newest Ambassador.” His statement reinforces the organization’s belief that digital creators can serve as powerful global connectors and advocates for sustainable travel.

Lame expressed deep appreciation and enthusiasm for the appointment, stating: “I am incredibly honored to become a UN Tourism Ambassador. My journey started with a desire to make people smile. Now, I want to use my platform to promote responsible travel and build a global community that cares about our planet and the people in it. We, as creators, have a huge responsibility. I’m excited to start this new adventure and show how travel can make the world a better place.”

UN Tourism’s network of Ambassadors consists of influential figures from sports, entertainment, gastronomy, business, and more—all united in advancing tourism as a driver of sustainable development and equal opportunity. The growing number of Ambassadors reflects the expanding reach and diversity of the tourism sector, as well as its critical role in socioeconomic progress worldwide.

The announcement took place during the UN Tourism General Assembly in Riyadh, Saudi Arabia, where global leaders convened to discuss the evolving future of tourism and the transformative forces reshaping the industry. Lame’s appointment stood out as a symbol of the sector’s growing connection to digital culture and its commitment to amplifying voices that can inspire positive change.

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UN Tourism Appoints TikTok Star Khaby Lame as Global Ambassador