Tourism

In a landmark move to redefine global tourism, Saudi Arabia’s Minister of Tourism, His Excellency Ahmed Al-Khateeb, has officially launched TOURISE, a groundbreaking platform designed to unite global leaders from the public and private sectors to shape a bold, collaborative future for the tourism industry.

TOURISE marks the first global initiative of its kind, bringing together influential voices from tourism, technology, investment, and sustainability ecosystems under one roof. With a long-term vision to craft a new global roadmap for the next 50 years, TOURISE aims to unlock unprecedented deal flows, foster high-impact collaborations, and reshape how the world travels, connects, and grows.

Anchored by a high-level advisory board chaired by Minister Al-Khateeb, TOURISE boasts global leaders from organizations such as Liberty International Tourism Group, Amadeus, WTTC, Cirque du Soleil, and Heathrow Airport. The platform promises to facilitate transformational partnerships, foster investment opportunities, and set new standards through white papers and indices co-authored with leading international institutions.

“Tourism is one of the most dynamic, connective forces in the world’s economy, supporting one in ten jobs globally. But as the world evolves, so must the sector,” said Minister Al-Khateeb. “TOURISE is the much-needed global mechanism to shape a future of resilience, equity, and innovation for tourism.”

The inaugural invite-only TOURISE Summit will take place in Riyadh from November 11–13, 2025, and will be live-streamed globally. With a focus on actionable outcomes, the summit will tackle four core themes:

• The Future of AI-Powered Tourism – Innovate or Fade

• The Great Tourism Reset – Disruptive Business Models and Investment

• Rebooting the Travel Experience – Upgrade in Progress

• Tourism that Works – for People, Planet, and Progress

The summit will also feature an Innovation Zone, spotlighting breakthrough technologies from SMEs and major corporations across AI, mobility, and sustainability sectors.

Complementing the platform, the TOURISE Awards were also announced to recognize global destinations excelling in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open June 2, with winners revealed at the summit’s opening night.

Backed by Saudi Arabia’s exceptional tourism growth—including achieving its Vision 2030 target of 100 million annual visitors seven years ahead of schedule—TOURISE positions the Kingdom as a core catalyst for reshaping tourism worldwide. In 2024, the tourism sector accounted for nearly 5% of Saudi Arabia’s GDP, second only to oil, underlining its vital economic role.

With TOURISE, Saudi Arabia not only cements its leadership in global tourism transformation but also signals a future where collaboration, innovation, and sustainability drive a more resilient and inclusive global travel experience.

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