In a transformative move set to shape the global tourism landscape for the next half-century, the Kingdom of Saudi Arabia has officially launched TOURISE, an ambitious new global platform designed to reimagine how the world travels, connects, and grows. Spearheaded by His Excellency Ahmed Al-Khateeb, Minister of Tourism, TOURISE is the first platform of its kind to unite visionary leaders across the public and private sectors—spanning tourism, technology, investment, sustainability, and culture—under a single collaborative umbrella.
Backed by a high-level advisory board of global industry pioneers, TOURISE aims to unlock high-value investment opportunities, catalyze transformative partnerships, and set new benchmarks for resilience, sustainability, and innovation in tourism.
A Year-Round Platform for Global Transformation
Unlike conventional conferences, TOURISE is designed as a year-round, impact-driven platform. Through digital collaboration, thematic working groups, and cross-sector alliances, it will continuously drive long-term sectoral transformation. The initiative includes the development of global indices and white papers—co-authored with international institutions—focused on tourism, sustainability, and economic impact.
The inaugural TOURISE Summit will be held in Riyadh from November 11 to 13, 2025, and will bring together an exceptional mix of policymakers, business executives, innovators, and changemakers. This invite-only gathering will also be streamed live to reach a global audience.
Shaping the Future: Four Pillars of Innovation
The TOURISE Summit will revolve around four cutting-edge themes:
The Future of AI-Powered Tourism: Innovate or Fade Exploring how intelligent technologies can enhance service, streamline operations, and unlock new opportunities.
The Great Tourism Reset: Disruptive Business Models and Bold Investments Addressing the emergence of a new tourism economy, driven by daring capital and dynamic collaboration.
Rebooting the Travel Experience: Upgrade in Progress Reimagining experiences in response to shifting demographics and evolving traveler motivations.
Tourism That Works: For People, Planet, and Progress Promoting responsible growth, regeneration, and inclusive development rooted in cultural and environmental stewardship.
A dedicated Innovation Zone will showcase breakthrough technologies from startups to global enterprises, highlighting advancements in AI, mobility, and sustainable development.
Celebrating Excellence: The TOURISE Awards
To further highlight innovation and impact, TOURISE has introduced the TOURISE Awards, a prestigious program recognizing best-in-class destinations across six categories:
Best Adventure Destination
Best Cultural & Art Destination
Best Food & Culinary Destination
Best Shopping Destination
Best Entertainment Destination
Best Overall Destination
Each award will celebrate destinations delivering unforgettable, purposeful experiences that align with the changing expectations of today’s travelers. Nominations open on June 2, with winners to be revealed on the opening night of the Summit.
A Coalition of Visionaries
TOURISE is guided by a distinguished Advisory Board, chaired by H.E. Ahmed Al-Khateeb, and composed of global leaders including:
Julia Simpson, President & CEO, World Travel & Tourism Council
Luis Maroto, CEO, Amadeus
Stephane Lefebvre, President, Cirque du Soleil
Mario Enzesberger, CEO, Liberty International Tourism Group
Mo Gawdat, Founder, One Billion Happy
Thomas Woldbye, CEO, Heathrow Airport
Additionally, 25 Founding Members—carefully selected champions of the sector—will serve as global ambassadors to elevate TOURISE’s mission and reach.
Saudi Arabia: At the Vanguard of Global Tourism
The launch of TOURISE reaffirms Saudi Arabia’s growing role as a central player in the global tourism economy. In 2024, the Kingdom achieved its Vision 2030 target of 100 million annual visitors—seven years ahead of schedule, with tourism contributing nearly 5% of national GDP, second only to oil. This milestone reflects the country’s unwavering commitment to building a vibrant, inclusive, and sustainable tourism future.
Tourism is one of the most dynamic, connective forces in the global economy, supporting one in ten jobs worldwide,” said H.E. Ahmed Al-Khateeb at the virtual launch. “But to stay relevant, it must evolve. TOURISE will convene the minds and resources needed to build a sector that is resilient, equitable, and future-ready.”
Echoing this vision, Julia Simpson, President & CEO of WTTC, stated:
Collaboration across sectors is the key to unlocking tourism’s full potential. TOURISE provides an unprecedented opportunity to co-create a more innovative and sustainable future for all.”
Key Figures of TOURISE
1 global initiative running 365 days a year, fostering continuous collaboration across the tourism ecosystem.
3 core pillars celebrated through the TOURISE Awards: Technological innovation | Human capital investment | Sustainability leadership
11–13November 2025: Launch of the first TOURISE Global Summit, gathering: Thousands of tourism professionals
Multi-sector collaboration platform: connecting governments, private enterprises, NGOs, and academia.
TOURISE Awards categories to include 6 specialized distinctions.
100+ Ministers Expected: Over 100 tourism ministers from around the world are anticipated to attend the TOURISE Summit this November, making it one of the most high-level gatherings in the global tourism calendar.
Global Reach: Stakeholders from across all continents, including public and private sectors, NGOs, and innovators, will take part.
TOURISE is not just a summit—it is an ongoing year-round initiative promoting continuous dialogue and collaboration in the tourism industry.
Post-pandemic Collaboration Model: The platform was shaped as a response to the fragmented global handling of the COVID-19 pandemic, aiming to foster a unified, resilient approach to future challenges in tourism.
Join the Movement
TOURISE is not just an event—it’s a movement. As global tourism faces mounting challenges and unprecedented opportunity, this platform will serve as the epicenter for ideas, investments, and actions that shape the next 50 years.
Visit www.tourise.com to register your interest and become part of the next chapter in global tourism.
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