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Recognizing her relentless efforts to make culture a crucial sustainable tourism factor, United Nations World Tourism Organization UNWTO held special ceremony at UNWTO Headquarters in Madrid on March 24, 2017, to honor H.E. Shaikha Mai Bint Mohammed Al-Khalifa, President of the Bahrain Authority for Culture & Antiquities, as “Special Ambassador for the International Year of Sustainable Tourism for Development 2017. The ceremony, conducted at the Headquarters of the World Tourism Organization (UNWTO) in Madrid, Spain, praised the role that Shaikha Al-Khalifa has played in advancing culture as a key component of tourism development in Bahrain and the Middle East, through the Arab Regional Centre for World Heritage. UNWTO Secretary-General, Taleb Rifai, senior cultural and tourism sector officials, diplomats and media personalities attended the ceremony.

Addressing the ceremony, H.E Shaikha Mai expressed pride in being designated UNWTO Special Ambassador, and extended sincere thanks and gratitude to UNWTO, led by Secretary-General, Taleb Rifai, for selecting her to the post. H.E Shaikha Mai Bint Mohammed Al-Khalifa, said in her intervention “It is an honor to be selected as an ambassador to UNWTO in this special Year of Sustainable Tourism for Development. I believe that now more than ever tourism and culture have a vital role to play in promoting peace and understanding and in encouraging a dialogue between civilizations, not walls between nations. Coming from the Arab region, the cradle of civilizations and the home to many of the world iconic heritage sites; a region traditionally known for its hospitality and acceptance of the other, I believe that cultural tourism can be an effective tool for sustainable development. Tourism add an economic value to the historical value of all cultural sites, it creates jobs, revitalize crafts and generates revenues for people wherever they are. I also believe that tourists enjoying a cultural tourism experience, they themselves become the best ambassadors of what the Arab World has got to offer,” H.E added. BACA president highlighted the importance of tourism in fostering dialogue among countries and peoples, increasing economic revenues and consolidating countries’ development status. Speaking about her projects in this regard, Shaikha Mai highlighted her keenness to intensify efforts to attract quality tourism to human heritage sites, noting that the Arab Regional Centre for World Heritage in Manama has launched an integrated programme that is consistent with UNWTO’s 2017, themed "Sustainable Tourism for Development". H.E asserted that the prestigious post will motivate her to bring about more achievements for the kingdom, stressing that Bahrain enjoys a distinguished position in various development fields thanks to the interest and support of the leadership, led by the "first supporter of culture", His Majesty King Hamad bin Isa Al Khalifa., May God protect Him” .H.E concluded

UNWTO Secretary-General, Taleb Rifai, also delivered a speech in which he expressed delight in the official inauguration of BACA President as Special Ambassador for the International Year of Sustainable Tourism for Development 2017.
He also thanked H.E Shaikha Mai, on behalf of UNWTO and the international tourism community for her fruitful efforts in boosting tourism and promoting it to become among the tourism attraction factors. Dr. Rifai expressed UNWTO’s confidence in Shaikha Mai’s ability to boost cultural tourism at the regional and international levels.In the resolution that adopts the Year, the UN General Assembly specifically stresses how tourism can foster “better understanding among peoples everywhere, leading to a greater awareness of the rich heritage of various civilizations and bringing about a better appreciation of the inherent values of different cultures”. “Your Excellency is an example for all of us in the work she does in Bahrain to promote and protect culture, to link tourism and heritage and to bring culture to life” said UNWTO Secretary-General, Taleb Rifai in the ceremony.

Worth to mention that H.E Mai Bint Mohammed Al-Khalifa will join 7 other prominent Ambassadors of the International Year of Sustainable Tourism for Development 2017: Juan Manuel Santos, President of Colombia, Ellen Johnson Sirleaf, President of Liberia, Talal Abu-Ghazaleh, Chairman of Talal Abu-Ghazaleh Organization, Michael Frenzel, President of the Federal Association of the German Tourism Industry (BTW) and Huayong Ge, CEO of UnionPay.