UN Tourism appoints TikTok star Khaby Lame as Ambassador

International

Global creator joins effort to promote responsible tourism, cultural heritage and sustainable development

UN Tourism has welcomed Khaby Lame, the world’s most-followed TikTok creator, as its newest Ambassador. The appointment reflects the organization’s commitment to engaging digital-first audiences and recognising the growing influence of creators and online communities in shaping global tourism trends.

Promoting responsible tourism through a global platform

As a UN Tourism Ambassador, Lame will use his platform to advocate for responsible travel, support cultural heritage, and highlight tourism’s role in development, job creation and social unity. His first collaborations with UN Tourism — focusing on youth engagement and lesser-known “hidden gem” destinations — will be announced in the coming weeks.

UN Tourism Secretary-General Zurab Pololikashvili stated:

“Khaby Lame has brought joy to many millions of people, in every corner of the world, and from every walk of life. 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.”

A creator’s commitment to positive impact

Lame expressed his enthusiasm for the role, saying:

“I am incredibly honored to become a UN Tourism Ambassador. My journey started with just a desire to make people smile. Now, I want to use my platform to share my passion for the world, to promote responsible travel, and to build a global community that cares about our planet and the people in it. We (creators) have a huge responsibility. I am excited to start this new adventure and show everyone how we can make the world a better place through travel.”

UN Tourism Ambassadors: voices for global change

UN Tourism Special Ambassadors come from fields such as sport, entertainment, gastronomy, business and more. They volunteer their time to promote the agency’s core values and support the Sustainable Development Goals, helping to amplify the message of tourism as a force for sustainable development and equal opportunity.

The announcement was made during the UN Tourism General Assembly, held in Riyadh, Saudi Arabia.