Saudi Arabia launches TOURISE, a global platform to reshape the ‘future of tourism’

Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb launched TOURISE, a new global platform designed to chart the future of tourism over the next 50 years on Thursday. The announcement was made during a virtual press conference attended by more than 200 journalists from around the world.

The initiative will convene public and private sector leaders across tourism, technology, investment and sustainability, aiming to unlock unprecedented deal flow and long-term transformation in the sector.

The platform, anchored by a high-level advisory board comprising global industry leaders, will support year-round collaboration and investment, extending beyond a one-off event format.

The inaugural, invite-only TOURISE Summit will be held in Riyadh from November 11 to 13, and will include a livestreamed global programme focused on four themes: AI-powered tourism, disruptive business models and investment, enhanced travel experiences, and sustainability-driven growth.

“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, the sector must too,” said Al-Khateeb during the platform’s virtual launch. “TOURISE will be the much-needed platform to shape the future of tourism… enabling the sector to be more resilient, connected, and inclusive than ever before.”

TOURISE goes beyond a summit

TOURISE is designed to go beyond a traditional summit, operating year-round through thematic working groups, cross-sector partnerships, and the publication of white papers and global indices developed with leading international organizations.

These will cover tourism, sustainability, and economic development, aiming to set new global benchmarks.

The platform is supported by a high-profile advisory board including:

• Julia Simpson, president and CEO of the World Travel & Tourism Council (WTTC)
• Luis Maroto, CEO of Amadeus
• Thomas Woldbye, CEO of Heathrow Airport
• Stephane Lefebvre, president of Cirque du Soleil Entertainment Group
• Mario Enzesberger, founder and CEO of Liberty International Tourism Group
• Mo Gawdat, founder of One Billion Happy

WTTC’s Julia Simpson said, “Public-private sector collaboration is critical to the continued success of travel  and tourism worldwide. Together, we can address the challenges of today while co-creating a sustainable and innovative future for tomorrow.”

TOURISE Awards and exhibition

An Innovation Zone at the Riyadh summit will showcase cutting-edge technologies and solutions from companies of all sizes, spanning AI, sustainable mobility, and travel experience design.

Saudi Arabia’s launch of TOURISE comes as it strengthens its position as a global tourism hub. The country reached its Vision 2030 goal of 100 million annual visitors seven years ahead of schedule in 2024. Tourism now contributes nearly 5 per cent to its national GDP, second only to oil.

To further recognize excellence in the industry, the TOURISE Awards were also announced. The awards will highlight achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development.

Nominations open June 2, with winners announced at the Riyadh summit.

With support from global organisations including UN Tourism, WTTC and the World Economic Forum, TOURISE positions Saudi Arabia as a central player in shaping the future of global tourism.

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