The Agentic Tourism Initiative was officially unveiled at TOURISE 2025, held from 11 to 13 November during the inaugural TOURISE Summit. The announcement marked a major milestone with the introduction of the world’s first Agentic Protocol for Tourism — a universal digital framework designed to transform every stage of the traveler’s journey.
Developed in partnership with TOURISE and Globant, the Initiative builds on the momentum sparked by the acclaimed whitepaper Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism. It delivers on the whitepaper’s call to establish an Open Protocol for Tourism AI by defining how AI agents interact from inspiration to return. The result: intelligent, seamless, and sustainable travel experiences across the global tourism ecosystem.
The Initiative brings together a diverse coalition of founding members from technology, aviation, infrastructure, and destination leadership, including Globant, Red Sea Global, HUMAIN, Riyadh Air, King Salman International Airport, the World Travel & Tourism Council, Amazon Web Services, Salesforce, Hollibob, and Trip.com. Their collective expertise ensures that the Agentic Protocol is technically robust, inclusive, and adaptable to the evolving needs of travelers, operators, and destinations worldwide.
We are proud to see the Agentic Tourism Initiative take flight from the Kingdom, reflecting our commitment to shaping the future of global travel through innovation and collaboration. This protocol represents a bold step toward harmonizing technology with the human spirit of exploration. By anchoring AI in empathy and cultural intelligence, we are not only enhancing the traveller experience — we are empowering destinations to grow sustainably, inclusively, and with purpose,”
said His Excellency Ahmed Al Khateeb, Minister of Tourism, Kingdom of Saudi Arabia.
Rooted in the principle “Digitize the expected. Humanize the unexpected,” the Initiative aims to elevate — not replace — human creativity, empathy, and connection. AI will serve as an enabler, supporting the people and places that make travel meaningful while helping destinations achieve long-term, sustainable growth.
We are witnessing the dawn of a new era for tourism, where technology and human ingenuity converge to create experiences that are not only smarter but also deeply personal and truly memorable. The Agentic Tourism Initiative is more than a technical milestone; it is a strategic leap forward in shaping how AI is used in travel. By establishing a shared protocol, we are ensuring that this transformation is inclusive, secure, and beneficial for all,”
said Martín Migoya, CEO and Co-Founder of Globant.
About TOURISE
TOURISE is the world’s premier platform shaping a new horizon for global tourism.
Under the umbrella of the Saudi Ministry of Tourism and powered by the Saudi Tourism Authority, the inaugural TOURISE Summit will take place from 11–13 November 2025 in Riyadh, Saudi Arabia.
The Summit will convene global visionaries from government, business, investment, tourism, and technology to drive transformative deals and deliver high-impact initiatives redefining the future of the global tourism industry.
TOURISE ensures broad international engagement and offers unparalleled access to the decision-makers shaping the sector’s evolution. Beyond the Summit, TOURISE will continue as a year-round platform where bold ideas become real-world solutions.
This is where the next 50 years of tourism are shaped. Together, we are unstoppable.
For more information, visit: www.tourise.com
