TOURISE: Saudi Arabia launches new platform to transform global tourism
Inaugural summit in Riyadh to spotlight ai, sustainability and travel transformation
DUBAI: Saudi Arabia has officially launched TOURISE, a pioneering global platform designed to set a new agenda for the future of tourism.
The initiative was unveiled by the Kingdom’s Minister of Tourism, Ahmed Al-Khateeb, with the ambition to shape a collaborative roadmap for the sector over the next 50 years.
TOURISE marks the first-of-its-kind platform uniting visionary figures from the public and private sectors across tourism, technology, investment, and sustainability. Anchored by a high-level advisory board, the platform aims to unlock a wave of strategic opportunities and groundbreaking deals that could redefine the tourism landscape.
TOURISE: Advisory board
Backed by an elite advisory board chaired by Ahmed Al-Khateeb, TOURISE brings together global leaders from travel and related industries. Notable members include Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC); Luis Maroto, CEO of Amadeus; Thomas Woldbye, CEO of Heathrow Airport; Mario Enzesberger, CEO of Liberty International Tourism Group; Stephane Lefebvre, President of Cirque du Soleil Entertainment Group; and Mo Gawdat, Founder of One Billion Happy.
The platform is designed not as a one-off summit, but as a comprehensive, year-round ecosystem featuring digital collaboration, thematic working groups, and cross-sector partnerships. TOURISE will also develop white papers and global indices focused on tourism, sustainability, and economic impact – setting new benchmarks and measurable goals for the industry.
Summit & themes
The inaugural TOURISE Summit will take place in Riyadh from 11 to 13 November 2025. An invite-only event, it will also be livestreamed to a global audience. The summit is structured around four pivotal themes:
- The Future of AI-Powered Tourism – Innovate or Fade
- The Great Tourism Reset – Disruptive Business Models and Investment
- Rebooting the Travel Experience – Upgrade in Progress
- Tourism that Works – for People, Planet, and Progress
An Innovation Zone will spotlight next-generation technologies from SMEs to multinational corporations, focusing on AI, mobility, and sustainable solutions.
Sector impact
The launch comes at a time of robust growth in the tourism sector. According to WTTC projections, tourism is expected to contribute $11.7 trillion to the global economy in 2025—equivalent to 10.3% of global GDP. Despite this promising trajectory, the sector faces headwinds such as shifting traveller expectations, capacity constraints, and market volatility. TOURISE aims to serve as a stabilising force, enabling global collaboration to address these challenges.
Minister Al-Khateeb stated during the virtual launch, “Tourism supports one in ten jobs worldwide. As the world evolves, we must also evolve. TOURISE will be a catalyst—bringing the right people together to create bold, forward-thinking solutions for a more resilient, inclusive, and sustainable sector.”
Echoing this sentiment, Julia Simpson of the WTTC noted, “Public-private sector collaboration is essential to the continued success of Travel & Tourism. TOURISE gives us the tools to tackle today’s challenges and co-create a future grounded in innovation and sustainability.”
Recognition programme
Coinciding with the launch is the announcement of the TOURISE Awards, a new initiative recognising destinations that deliver purposeful and memorable travel experiences aligned with evolving global traveller expectations. The awards will honour excellence across categories such as sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development.
Nominations open on 2 June, with winners to be revealed on the opening night of the TOURISE Summit in Riyadh.
Saudi Arabia’s rising role
The platform is the latest in a series of tourism-led initiatives from Saudi Arabia, reinforcing its position as a global player. The country reached its Vision 2030 goal of 100 million visitors seven years ahead of schedule, with the tourism sector contributing nearly 5% to the national GDP in 2024 – second only to oil.
Saudi Arabia is also a core partner of major global tourism bodies including UN Tourism, WTTC, and the World Economic Forum, reflecting its long-term commitment to shaping the future of global tourism.