KATHMANDU: UN Tourism has announced global digital creator Khaby Lame as its newest Ambassador, recognizing his ability to inspire unity, humour, and cultural appreciation that transcends borders.

Known worldwide for his silent comedic videos simplifying “life hacks,” Lame has become a social media phenomenon whose relatable content bridges cultures and languages. As the most-followed creator on TikTok, he continues to promote positivity, simplicity, and shared human experiences — values that align with UN Tourism’s mission to foster sustainable, inclusive, and connected tourism.

UN Tourism said the partnership with Lame aims to reach younger audiences globally, encouraging responsible travel and appreciation of cultural diversity. “Together, we’ll champion tourism that’s sustainable, inclusive, and connects us all,” the organization stated.

The Senegal-born Italian creator is also a UNICEF Goodwill Ambassador, a role he took on last year during an event in his birth country. His appointment followed a four-day visit to meet children and youth leading social change in their communities.

At just 24, Lame’s rise has been remarkable. He has been featured in Fortune’s 40 Under 40 and Forbes’ 30 Under 30, and in 2024 was listed among Forbes’ Top 10 Global Content Creators.

Through his expanding ambassadorial roles with UN agencies, Khaby Lame continues to use humour and simplicity to advocate for global solidarity — now extending his influence to promote travel as a force for good.