New Delhi, 12th November, 2025: Les Roches, through its innovation sphere SPARK, proudly announced the winner of the UN Tourism Global Artificial Intelligence Challenge, an initiative empowering entrepreneurs to redefine global tourism through artificial intelligence. The winner was revealed during the Grand Finale held as part of the UN Tourism General Assembly – Twenty-Sixth Session (7–11 November 2025) at the Mandarin Oriental, Riyadh, Saudi Arabia.

Launched by UN Tourism in November 2024, the Challenge harnesses AI to enhance destination appeal, promote sustainability, and foster intelligent, inclusive, and impactful tourism experiences worldwide.

The winner, Mr. Caio Farias of Consensus Framework – SMART Tour (Brazil), was chosen from over 440 applicants across 84 countries. He will join a two-month acceleration program at SPARK, Les Roches’ innovation hub. Finalists demonstrated remarkable vision and technical excellence across areas such as smart destinations, scalable education, branding, and operational efficiency.

Five Visionary Finalists Driving AI-Powered Tourism

The Grand Finale featured live pitches from five innovative global startups iUrban (Spain), EyeGo.Ai (Saudi Arabia/UAE), Instio Experiences – HotelOpsAI (India), Consensus Framework – Smart Tour (Brazil), and B-Human (Colombia). Each presented transformative AI solutions designed to personalize travel, optimize resources, and elevate inclusivity in tourism.

A distinguished jury, including representatives from Les Roches, Plug and Play, Unicoin Hunters, Amadeus Ventures, and the UN Global Compact Middle East, selected the winner. Representing Les Roches was Mr. Adrian Artimov, Chief Commercial Officer, Sommet Education, who also joined the panel discussion on “AI in Tourism: Empowering Startups and Communities for the Future.”

Building the Future of Tourism Innovation

“Today, only 2.9% of global unicorns belong to tourism tech, highlighting the vast untapped potential of this sector,” said Natalia Bayona, Executive Director, UN Tourism. “The AI Challenge is a step toward strengthening the global innovation ecosystem and showcasing how artificial intelligence can make tourism more sustainable, competitive, and inclusive.”

Speaking on Les Roches’ commitment to innovation, Adrian Artimov stated,

“We see limitless potential where technology meets tourism. Our mission is to nurture that potential through collaboration, education, and real-world application.”

Susana Garrido, Director of SPARK and EdTech at Les Roches, added,

“At SPARK, we support visionary founders who are redefining how technology can serve people and the planet. By equipping them with tools, mentorship, and global exposure, we enable innovation that drives tourism forward responsibly.”

A Shared Vision for Responsible Growth

As the winning team begins its incubation at SPARK, Les Roches reaffirms its dedication to shaping a smarter, more inclusive, and sustainable future for tourism through education and innovation. The initiative underscores the institution’s leadership in nurturing entrepreneurship and advancing AI-driven transformation within the global hospitality and tourism ecosystem.