World Governments Summit 2025 Discusses the Role of Tourism in Enhancing National Soft Power
- Ayman Al-Muwaid: “Sports continue to grow as one of the biggest drivers of the tourism economy.”
- Nasser Al-Khater: “Sports are no longer just about competition—they are now a comprehensive entertainment experience.”
- Rafiq Anatol: “Artificial intelligence is redefining the sensory experience through ‘Generative Reality’.”
- Julian Tanz: “Governments must play a key role in supporting the infrastructure for sustainable tourism.”
United Arab Emirates, Dubai, February 13, 2025:
On the second day of the 2025 Wotrldl Governments Summit in Dubai, panel discussions focused on tourism and cultural diplomacy. A distinguished group of experts and creatives explored how entertainment, art, and sports help shape national identities and enhance soft power, as well as the impact of digital advancements on the tourism sector and the role of governments in supporting it.
The Power of Cross-Border Creativity
During the session titled “The Power of Creativity Across Borders,” participants examined the role of cultural diplomacy as a tool to strengthen unity and cooperation among nations, emphasizing the influence of art, technology, and innovation in building bridges of cultural communication.
Rafiq Anatol, an artist and director, highlighted that the world is experiencing an extraordinary moment in shaping the future thanks to artificial intelligence. He explained that AI is enabling a comprehensive sensory experience—encompassing smell, taste, and touch—what he terms “Generative Reality.” This new dimension goes beyond virtual and augmented reality to offer an immersive, interactive experience.
Anatol also noted that Dubai is maintaining its leadership in embracing an impactful, AI-driven future, stressing that such a future must be ethical through responsible data collection and sustainable computing.
Meanwhile, David Stern, Chairman of Witan Group, praised Dubai as a model city that adopts cutting-edge technologies with an exceptional vision—an approach that also extends to digital art and emerging cultural developments.
Crafting Cultural Tourism Policies
In the session “Cultural Tourism Policies and the Role of Governments in Shaping Them,” His Excellency Ayman Al-Muwaid, Secretary-General of the Supreme Council for Youth and Sports in Bahrain, emphasized that hotels alone are no longer enough to attract tourists. Instead, a holistic experience is required—one that includes entertainment, a robust tourism ecosystem, and smart booking and payment solutions.
He added that sports continue to expand as one of the most significant drivers of the tourism economy, presenting vast opportunities for global governmental expansion and development.
His Excellency Nasser Al-Khater, CEO of the FIFA World Cup Qatar 2022, explained that the sports sector has undergone a radical transformation. Fans no longer merely watch traditional matches; sports have evolved into a comprehensive entertainment experience. He further urged host countries of major events to recognize that they have just one chance to build a strong reputation, and they must deliver an exceptional experience in return for the time and money of fans.
Digital Evolution is Reshaping Tourism
Julian Tanz, Chairwoman and former CEO of Booking.com, reviewed the tremendous growth in the tourism sector, noting that the number of tourists worldwide has surged from 25 million in 1950 to 1.3 billion last year. With the rise of remote work and extended stays, this figure is expected to reach 5.3 billion travelers in the coming years.
Tanz emphasized that today’s tourists are seeking authentic experiences that reflect local lifestyles, with an increasing interest in sustainability and personalized journeys. She stressed that governments must play a key role in supporting sustainable tourism infrastructure.
Moreover, she predicted significant digital advancements in the sector through smart solutions that simplify destination selection and provide a more personalized, seamless travel experience.
Sports as Soft Power
In the session “The Role of Entertainment in Shaping the Media Identity and Soft Power of Nations,” speakers including Steven Bajlioka, founder and CEO of PagsGroup; Batshij Batbold, President of the Mongolian Olympic Committee; Jeremy Gothry, former Major League Baseball player; and Linder Bees, former Indian tennis player and founder of Flying Man Ventures, discussed the global expansion of sports and its growing influence on both the economy and culture.
The panel noted that major leagues such as the NBA and MLB have become increasingly global, with international players playing significant roles in local teams and clubs, thus elevating competition and fan engagement.
They also discussed the role of technology in digital broadcasting. Major clubs like Manchester United and Liverpool now reach billions of fans worldwide, further globalizing and popularizing sports.
Finally, the discussion highlighted how sports influence the identity of cities and communities. Major championships not only foster cultural pride but also contribute to economic growth, solidifying sports as an essential component of the global economic and entertainment landscape.
Creatives and the Economy of the Future
In an effort to explore the role of artists and creatives in driving the global economy, a session titled “How Can Creatives Lead the Future of the Economy?” was held. The session featured Mike Inzigar—a songwriter, guitarist, and founding member of the band Enkibos—and Rex Kodo, a music producer.
The speakers discussed how creativity in entertainment, culture, and technology can be harnessed to boost economic growth.
