Yes! Khaby Lame, the social media king of silent comedy and “no need to overcomplicate things” energy is now lending his global megaphone to one of the world’s biggest industries – travel.
In a move that proves digital creators are no longer the side dish, but the main course of modern tourism marketing, UN Tourism’s partnership with Lame just confirms that if you want to reach today’s travellers, you’ve got to meet them where they scroll.
Khaby Lame’s role as a UN Tourism Ambassador
Armed with hundreds of millions of followers and a universal style that transcends language, Lame will spotlight:
- Responsible tourism (because the planet deserves better than mere selfies)
- Cultural heritage
- Sustainable travel practices
- And the big one: tourism’s power to create jobs, fuel development, and bring people together.
His first campaigns with UN Tourism drop soon and will shine a light on hidden gem destinations and youth engagement, two areas where creators thrive and audiences crave fresh, authentic storytelling.
On why Lame is the perfect fit, UN Tourism Secretary-General Zurab Pololikashvili shared:
“Lame has brought joy to millions, across borders and languages. His openness and readiness to connect represent exactly what tourism is about. I am proud to announce him as our newest Ambassador.”
Lame himself added:
“I started just trying to make people smile. Now I want to use my platform to promote responsible travel and build a global community that cares about the planet. We creators have a huge responsibility — and I’m excited to show how travel can make the world better.”
Influencers are essential to tourism
There’s no doubt social media creators have become the unofficial travel agents or even guides of the digital age, less the spreadsheets and with far better video transitions, creative footage and perhaps even tips.
From uncovering street food gems to showing real experiences behind a destination, creators:
- Shape travel decisions long before brochures or ads do;
- Reach younger, digital-first travellers that traditional marketing often misses;
- Build trust through authentic, first-person storytelling; and
- Drive bookings through content that is immediate, shareable, and persuasive.
For tourism boards, DMCs, hotels, airlines, and travel brands, partnering with creators really is a strategic advantage. You can no longer afford to sit on the sidelines polishing your outdated PDF press kit.
Creators like Khaby Lame don’t just “post content”. They are shifting perception, building destination desirability, and generating real tourism impact through massive reach and engagement.
This new appointment only affirms that the future of tourism marketing is collaborative, creator-led, and powered by storytelling that travels faster than any press release.
UN Tourism Ambassadors: a growing force for change
UN Tourism’s Ambassadors have come from sport, entertainment, gastronomy, business, and now quite rightly, the influencer universe – all of whom volunteer their time to champion sustainable development and equal opportunity through travel.
The announcement was made at the UN Tourism General Assembly in Riyadh, Saudi Arabia.
