TOURISE has emerged as a first-of-its-kind event—unique in both concept and ambition. Designed as a pioneering space dedicated to rethinking the future of tourism, it brought together an exceptional constellation of global leaders and thinkers. Investment, innovation, technology, education, next-generation talent, new tourism professions, climate, sustainability, data, big data and “agentic” AI. All the major vectors shaping tomorrow’s tourism were placed centre stage.
From 100 nationalities from five continents, decision-makers from across the global tourism ecosystem gathered—CEOs of leading hotel groups, travel wholesalers, global platforms, investors, senior government officials, destination representatives, founders, technology and AI experts, NGOs and international institutions. Rarely has the industry seen such density and diversity of expertise converging in a single place.
What followed was a mosaic of powerful insights, meaningful interactions, high-level masterclasses and strategic dialogues. MoU and partnership agreements were signed; connections were forged; perspectives realigned.
A special mention must be given to the moderators, who elevated every panel with a level of fluidity, dynamism and sharp questioning that kept audiences engaged from start to finish—avoiding the all-too-common fate of traditional forums where much is said, little is retained, and even less is implemented. Hundreds of journalists were also present, ensuring that key ideas, recommendations and expert perspectives would be captured, clarified and amplified. TOURISE succeeded where many others do not: in capitalising on content and turning discourse into direction.
At its core, TOURISE was built upon a simple but compelling triad: Expose opportunities. Think collectively. Shape a clear, optimistic roadmap for the future of tourism.
The Debate: Human vs Machine, Tradition vs Reinvention
In an era where artificial intelligence rapidly expands into every dimension of travel, the hospitality question sparked passionate debate. Some argued that hospitality as we know it risks becoming obsolete—overshadowed by the precision and efficiency of AI systems. Others insisted that investing in people is the future, and that the next chapter of tourism will rely on a renewed set of professions grounded in emotional intelligence, adaptability and genuine human care.
Saudi Arabia’s Bold New Narrative
Saudi Arabia, through TOURISE, turned an intriguing destination into a place where innovation and humanity converge with rare harmony. The energy was palpable, the welcome impeccable. What impressed most was not simply the country’s cultural richness or breathtaking landscapes, but the extraordinary kindness and generosity of its people—and their unwavering determination to make their nation both a magnetic destination and a global hub of transformative thinking for the tourism sector.
Key Takeaways & Reflections
If one theme echoed more than any other across sessions, it was Generation Z—both as travellers and as future actors shaping the industry. Hyper-connected and data-driven, Gen Z represents the next major force behind the tourist experience and the massive datasets that will guide industry decision-making.
Yet, paradoxically, their voice was largely absent from the discussions. Experts with 10, 20 or 30 years of experience debated their future; the protagonists themselves were not on stage to defend or imagine it. Perhaps this is the only missing piece in TOURISE’s otherwise visionary tableau: a larger space given to youth.
From Vision to Reality
Highlights from the closing keynote of His Excellency Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia, underscored the magnitude of what TOURISE achieved:
100 nationalities spanning the five continents
More than 50 Ministers of Tourism—a true bridge between public and private sectors
2 billion views across social media
400K website visitors
19 media partners
32 sponsors
11 showcases and 13 beach houses
137 world-class speakers
67 full sessions across 3 stages
4 creative sessions
46 major announcements
40 MoUs
USD 113 billion in global-level deals
6 awards honouring destinations
9 global knowledge partners, including Globant, McKinsey & Company, Skift, TikTok, Oxford Economics, Kearney, Cannes Lions, and others
4 global initiatives launched under TOURISE: Agentic Tourism Initiative | Visa by Profile | Tourise Destination Initiative | Beyond Tourism
As HE Al-Khateeb stated:
The future of tourism is not about living well, eating well or shopping well. It is about experience.”
And TOURISE is precisely about that: designing, painting and building the future of global tourism.
A visionary, future-focused platform, TOURISE positions itself as an inclusive, connected, and transformative catalyst for the sector.
A place where change truly begins.
TOURISE is all about the future. Change starts here.”
Saudi Arabia, through TOURISE, has laid the first stone of this new global tourism edifice — signalling a future built on innovation, inclusion, and human-centred progress. And the journey continues, with the next edition already scheduled for 23–25 March 2027.
