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Press Release

Shaikha Al Nowais, WIPO Director-General discuss future
collaboration to integrate IP tools and cultural assets into global

tourism

H.E. underlines the necessity to build member states’ capacities in governing
cultural assets within tourism activities

Geneva, 10 July 2025:

Her Excellency Shaikha Nasser Al Nowais, Secretary-General-elect of UN Tourism for the
2026–2029 term, held a bilateral meeting with Daren Tang, Director-General of the World
Intellectual Property Organization (WIPO). The meeting explored future pathways for
cooperation to leverage intellectual property tools in driving tourism growth, particularly within
the cultural and creative sectors - key pillars of sustainable tourism economies. It also reviewed
potential areas of integration to support the joint development of policies, programs, and
initiatives in the next phase.

H.E. Shaikha Al Nowais emphasised that intangible cultural assets, including music, heritage
crafts, and creative copyrights, are a key pillar of her vision for responsible tourism
development. H.E. highlighted that cultural tourism requires an integrated ecosystem of legal and
commercial protections to preserve creators’ rights and enhance the quality of tourism
experiences around the world.

Her Excellency underlined the importance of partnering with WIPO to build member states’
capacities in governing cultural assets within tourism activities and to develop legal frameworks
and operational models for managing events and cultural sites, thereby ensuring fair protection of
rights and enhancing the economic and tourism value of heritage.

Both sides also explored opportunities for collaboration to promote creative and cultural tourism
with a focus on integrating IP tools and raising awareness on creators’ rights in tourism strategies
across member states, along with providing technical support for both public and private tourism
entities.

The meeting is part of a series of bilateral discussions led by H.E. Shaikha Al Nowais with
various countries and global organisations with an aim to forge sustainable and future
partnerships to advance global tourism.

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