In a significant move to shape the future of international travel, Saudi Arabia has officially launched TOURISE, a landmark global platform designed to chart a new course for the tourism industry over the next 50 years. Unveiled by the Kingdom’s Minister of Tourism, His Excellency Ahmed Al-Khateeb, the initiative aims to unite leaders from the public and private sectors to foster innovation, drive investment, and build a more sustainable and resilient travel ecosystem.
Breaking new ground, TOURISE is positioned as the first global platform to bridge the gap between decision-makers in tourism, technology, investment, and sustainability. More than a single event, it is structured for continuous, year-round impact through digital collaboration, specialized working groups, and cross-sector partnerships focused on long-term industry transformation. This sustained effort will include the development of influential white papers and global indices in collaboration with leading international organizations, setting new benchmarks for the sector.
The initiative’s centerpiece will be the inaugural, invite-only TOURISE Summit, scheduled to take place in Riyadh from November 11 to 13, 2025. The summit’s agenda will tackle critical areas, exploring the future of AI-powered tourism, disruptive investment models, the evolution of the travel experience, and how tourism can better serve people, the planet, and progress. A dedicated Innovation Zone will also showcase breakthrough solutions from a range of enterprises, from agile SMEs to large corporations.
The launch comes at a crucial time for the industry. According to the World Travel and Tourism Council (WTTC), the sector is on a strong recovery path, projected to contribute a record $11.7 trillion to the global economy this year. However, challenges such as shifting market dynamics and evolving traveler expectations require strategic navigation to maintain this momentum. TOURISE is designed to provide that vital support.
“Tourism is one of the most dynamic, connective forces in the world’s economy, supporting one in ten jobs globally,” stated His Excellency Ahmed Al-Khateeb, who also serves as Chairman of TOURISE. “But as the world evolves, the sector must too. Whether adapting to technological disruption and changing traveler expectations, to addressing the urgent calls for sustainability and a more equitable approach to travel, TOURISE will be the much-needed platform to shape the future of tourism.”
The platform’s strategic direction is guided by a high-powered advisory board of global experts, chaired by His Excellency. Members include Julia Simpson, President & CEO of the World Travel & Tourism Council; Luis Maroto, CEO of Amadeus; and Stephane Lefebvre, President of Cirque du Soleil Entertainment Group, among other influential figures from across the travel and entertainment landscape.
“For this industry to evolve and reach its full potential, public-private sector collaboration is critical,” commented Julia Simpson, who joined the Minister for the virtual launch. “Together, we can address the challenges of today while co-creating a sustainable and innovative future for tomorrow.”
A key component of the platform is the TOURISE Awards, a recognition program created to celebrate destinations demonstrating excellence. The awards will spotlight outstanding achievements in areas such as sustainability, digital transformation, inclusive tourism, and cultural preservation, with winners to be announced on the opening night of the November summit.
This initiative builds on Saudi Arabia’s rapidly growing influence in the global tourism landscape. Having achieved its Vision 2030 goal of welcoming 100 million visitors seven years ahead of schedule in 2024, the Kingdom’s tourism sector now contributes nearly 5% to its national GDP. By establishing TOURISE with global partners, Saudi Arabia is leveraging its success to foster worldwide progress and growth in the travel industry.
