UN Tourism has named Khaby Lame, the world’s most-followed TikTok creator, as its newest ambassador as the organization works to engage digital-first audiences globally.

The appointment, announced November 17 during UN Tourism’s General Assembly in Riyadh, Saudi Arabia, reflects the organization’s recognition of digital creators’ central role in tourism conversations. Lame brings 162 million TikTok followers to the partnership.

Responsibilities Focus on Youth and Sustainability

As UN Tourism Ambassador, Lame will promote responsible tourism, support cultural heritage, and advocate for sustainable practices. His work will showcase tourism as a vehicle for development, job creation, and unity, according to the announcement.

UN Tourism plans to unveil Lame’s first collaborations in the coming weeks, focusing on youth engagement and highlighting “hidden gem” destinations. The organization did not specify which destinations or initiatives would receive initial focus.

“Khaby Lame has brought joy to many millions of people, in every corner of the world, and from every walk of life,” UN Tourism Secretary-General Zurab Pololikashvili said in a news release. “His openness and readiness to connect with people across borders and languages represents what tourism is all about.”

Creator Brings Multiple UN Partnerships

Lame’s UN Tourism appointment follows his February 2025 designation as a UNICEF Goodwill Ambassador, according to The Associated Press. That role focuses on youth initiatives, particularly in his native Senegal.

The 24-year-old creator rose to prominence during the COVID-19 pandemic after losing his factory job in Italy, where he moved as an infant. His content creation career emerged as an alternative income source during that period.

“I am incredibly honored to become a UN Tourism Ambassador,” Lame said. “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.”

UN Tourism’s Special Ambassadors program draws volunteers from the sport, entertainment, business, and gastronomy sectors. The ambassadors amplify messages about tourism for sustainable development and equal opportunity, with the program continuing to grow to reflect the sector’s significance and diversity.

Ambassadors maintain commitment to UN Tourism’s core values as a specialized United Nations agency, particularly the Sustainable Development Goals.

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