Les Roches congratulates winner of UN Tourism Artificial Intelligence Challenge, highlighting commitment to powering tourism innovation

Les Roches, through its innovation sphere SPARK, has announced the winner of the UN Tourism Artificial Intelligence Challenge, an initiative supporting groundbreaking entrepreneurs redefining the landscape of global tourism through AI.

The winner was selected during the Grand Finale of the AI Challenge held as part of the UN Tourism General Assembly – Twenty-Sixth Session (7-11 November 2025) at the Mandarin Oriental in Riyadh, Saudi Arabia.

Launched by UN Tourism in November 2024, the Challenge harnesses the power of artificial intelligence to enhance destination appeal, support sustainability, and nurture intelligent, inclusive, and impactful tourism experiences around the world.

The winner, Caio Farias, Consensus Framework – SMART Tour (Brazil), selected from over 440 applicants representing 84 countries, will embark on a two-month acceleration programme at Les Roches’ SPARK.

The finalist startups demonstrated exceptional vision and technical expertise across key areas including branding and marketing, smart destinations, scalable education solutions, and operational efficiency.

Five Visionary Finalists Reshaping Tourism Through AI

The Grand Finale event featured live pitches from five outstanding global finalists from Spain, Saudi Arabia/UAE, India, Brazil, and Colombia.

Their projects are redefining how destinations engage with travellers by using AI to personalise journeys, optimise resources, and elevate inclusivity and sustainability. The finalists introduced their projects during a dynamic pitching session:

• iUrban (Spain) – presented by Andrés Martínez, CEO and Co-Founder.
• EyeGo.Ai (Saudi Arabia/UAE) – presented by Mohamed Elbeheiry, CEO and Founder.
• Instio Experiences – HotelOpsAI (India) – presented by Girish Prabhu, CEO and Co-Founder.
• Consensus Framework – SMART Tour (Brazil) – presented by Caio Farias, Manager of International Relations.
• B-Human (Colombia) – presented by Rodrigo Arenas, Director of Innovation.

The jury tasked with selecting the winner was composed of representatives from the Challenge’s global partners, including Les Roches, Plug and Play, Unicoin Hunters, and Amadeus Ventures, alongside UN Global Compact Middle East.

Representing Les Roches during the session and on the panel “AI in Tourism: Empowering Startups and Communities for the Future” was Adrian Artimov, Chief Commercial Officer at Sommet Education.

UN Tourism Executive Director, Natalia Bayona, stated: “Today, only 2.9% of global unicorns belong to tourism tech, a clear sign of the immense untapped potential that remains in our sector. This stands in contrast to the $368 billion in global venture capital invested in 2024, more than half of which (53%) went to AI startups, underscoring how rapidly innovation is transforming industries worldwide. Tourism is no exception. Young entrepreneurs and technology are redefining the way we travel, connect, and experience destinations. With the selection of the five finalist startups for the Artificial Intelligence Challenge, we are taking concrete steps to strengthen the global tourism innovation ecosystem and demonstrate how artificial intelligence can empower the sector, making it more sustainable, competitive, and inclusive for the future.”

Les Roches & SPARK: Champions for Innovation

“We see limitless potential where technology meets tourism,” Mr Artimov said. “Our role is to nurture this potential by providing fertile ground for innovative startups to grow through collaboration, education, and real-world application.”

“At SPARK, we are deeply committed to supporting visionary founders who are redefining how technology serves people, places, and the planet,” added Susana Garrido, Director of SPARK and EdTech at Les Roches. “By equipping these innovators with the right tools, mentorship, and an international platform, we empower them to turn ideas into real-world solutions that move tourism forward responsibly and sustainably.”

As the winning team begins its incubation at SPARK, Les Roches reaffirms its role in shaping a more intelligent, responsible and inclusive future for tourism through education and innovation, underlining the institution’s ongoing commitment to nurturing entrepreneurship and advancing AI-enabled transformation in the industry.