At the inaugural edition of TOURISE, His Excellency Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, emerged as one of the most compelling voices of the event. Not through rhetoric, but through a clear and considered vision, driven by a sincere determination to transform tourism into a sector that is more ambitious, responsible, and aligned with the expectations of the modern world.
A vision articulated with calm and conviction
From the opening session, Al-Khateeb reminded attendees that tourism is at a pivotal moment. It is no longer a sector simply seeking to recover; it must reimagine itself. He emphasised the necessity of integrating investment, innovation, infrastructure, education, and sustainability — not as mere slogans, but as a tangible roadmap for the future. For him, TOURISE is not just another summit: it is a working platform, a space for collective reflection that leaves participants with concrete insights and actionable perspectives.
Turning TOURISE into a lasting engine, not a one-off event
Under his leadership, the creation of a global Advisory Board has given the event fresh direction. Experts from diverse fields — technology, hospitality, sustainability, education, and investment — now contribute to shaping TOURISE. The mission is clear: TOURISE must be a body that guides, structures, and inspires the tourism sector over the long term.
From ambition to action”
a phrase Al-Khateeb repeated, perfectly capturing his mindset.
Agentic AI: Technology serving humanity
One of the most striking moments came with the announcement of the Agentic Tourism Initiative, the world’s first framework for applying so-called “agentic” AI to the tourism experience. Al-Khateeb was explicit: AI is not there to replace humans, but to enable them to be even more present where it truly matters.
Digitise the expected, humanise the unexpected;
a guiding philosophy that could define a whole generation of tourism projects.
Responsibility, safety, and dignity in urban destinations
Another key theme was the responsible use of technology in cities. The Minister called for a genuine alliance between innovation and protection — safeguarding both visitors and local communities. Tourism, he argued, should not merely enhance experiences; it must evolve with the communities, never at the expense of their security or integrity.
Celebrating those shaping the sector
During the TOURISE Awards, Al-Khateeb paid tribute to the finalist destinations as models of courage and innovation. His admiration for those willing to forge new paths was clear. In his view, TOURISE is already contributing to “shaping the next fifty years of travel” , a bold, deliberate ambition. A closing message marking a beginning, not an end In his closing address, Al-Khateeb delivered a call to collective action.
TOURISE is just the beginning. The real work starts now.”
This statement encapsulates a clear vision: to build a tourism sector that is smarter, more inclusive, better connected, and fundamentally human.
Several subtle yet profound messages were conveyed by His Excellency throughout the summit. Beyond announcements and initiatives, Al-Khateeb encouraged reflection on the future of tourism — urging leaders to invest in human creativity, sustainability, and responsible innovation, to ensure that tourism remains not only a driver of economic growth but also a force for cultural connection and social good.
His words resonated as both a call to action and a vision for dialogue, reminding the sector that the true future of travel lies in combining technology with empathy, strategy with humanity, and ambition with purpose. In essence, TOURISE 2025 was not just a showcase of ideas, but the first step in a conversation that will shape global tourism for decades to come.
