Friday, May 23, 2025
Saudi Arabia is making waves on the global tourism stage with the launch of TOURISE, a groundbreaking platform designed to redefine how the world travels, connects, and grows over the next 50 years. Unveiled in Riyadh, this initiative aims to bring together leaders from the public and private sectors, spanning tourism, technology, investment, and sustainability, to drive long-term transformation in the global travel industry.
The inaugural TOURISE Summit, set for November 11 to 13 in Riyadh, will be an exclusive, invite-only event showcasing innovations and strategic discussions focused on reshaping tourism. But TOURISE is more than a summit—it’s a year-round global platform designed to foster continuous collaboration, investment, and knowledge sharing. It will cover vital themes such as AI-powered tourism, disruptive business models, enhanced travel experiences, and sustainable growth.
Saudi Arabia’s ambitious move with TOURISE reflects its growing stature as a global tourism hub. The kingdom recently achieved its Vision 2030 target of attracting 100 million visitors annually, years ahead of schedule. Tourism’s rising contribution to the national economy underscores the sector’s expanding importance beyond oil.
The platform is supported by a high-level advisory board composed of industry experts who will help guide TOURISE’s vision and initiatives. Through thematic working groups, global indices, white papers, and exhibitions, TOURISE aims to set new standards and unlock fresh opportunities in tourism worldwide.
As the world’s tourism sector recovers and adapts post-pandemic, Saudi Arabia is positioning TOURISE at the forefront of innovation and sustainability. This marks a bold step toward a more connected, resilient, and inclusive future for global travel.
A Vision Beyond a Summit
TOURISE is not just another tourism conference. While the inaugural TOURISE Summit, taking place in Riyadh from November 11 to 13, will serve as a high-profile, invite-only gathering of global leaders, the platform’s impact extends far beyond these few days. Designed as a year-round initiative, TOURISE aims to enable continuous dialogue, partnership, and investment among stakeholders from diverse sectors including tourism, technology, finance, and sustainability.
This strategic approach means TOURISE will operate through dedicated working groups that tackle key industry challenges, develop global indices, and publish white papers aimed at advancing sustainable and innovative tourism worldwide. The goal is to create lasting value and resilient growth for the global travel ecosystem.
Focus Areas Driving the Future of Tourism
The summit and the ongoing platform activities are organized around four major themes shaping tourism’s future:
- AI-Powered Tourism: Exploring how artificial intelligence and digital innovations can personalize travel experiences and streamline operations.
- Disruptive Business Models & Investment: Encouraging novel approaches and fresh capital influx that challenge traditional tourism practices.
- Enhanced Travel Experiences: Elevating the traveler’s journey through immersive, authentic, and culturally rich offerings.
- Sustainability-Driven Growth: Prioritizing eco-friendly initiatives to ensure tourism benefits communities and preserves natural resources.
By concentrating on these areas, TOURISE aims to foster an industry that is more inclusive, adaptive, and forward-thinking.
Saudi Arabia’s Growing Role in Global Tourism
Saudi Arabia’s launch of TOURISE arrives at a significant moment. The kingdom has already exceeded its Vision 2030 goal of welcoming 100 million visitors annually—achieving this milestone seven years earlier than planned. Tourism now contributes nearly 5 percent to the national GDP, making it a critical sector alongside the country’s historic reliance on oil.
This progress reflects Saudi Arabia’s larger ambition to establish itself as a central hub for global tourism and investment. Through initiatives like TOURISE, the country seeks to attract innovation, capital, and collaboration that will help diversify and strengthen the tourism industry worldwide.
High-Level Support and Global Collaboration
A prestigious advisory board of global tourism and business leaders supports TOURISE, lending expertise and strategic guidance. This group includes heads of major tourism councils, technology firms, airports, and entertainment organizations. Their involvement ensures TOURISE benefits from a wealth of knowledge and industry insight.
Moreover, international bodies such as the World Travel & Tourism Council (WTTC), the United Nations World Tourism Organization (UNWTO), and the World Economic Forum are backing TOURISE, highlighting the platform’s credibility and global reach.
Innovation Zone and TOURISE Awards
The Riyadh summit will also feature an Innovation Zone—a dedicated exhibition space showcasing cutting-edge tourism technologies and solutions. Attendees will have the opportunity to experience breakthroughs in AI, sustainable mobility, and immersive travel design from companies of all sizes.
To further recognize excellence in the field, the TOURISE Awards have been introduced. These accolades will celebrate achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open soon, with winners announced during the summit, spotlighting trailblazers driving positive change in the industry.
A Platform for Long-Term Transformation
TOURISE represents a strategic, visionary response to the evolving demands of global tourism. It acknowledges the sector’s critical role in the world economy—supporting millions of jobs and connecting communities worldwide—while emphasizing the need to innovate and adapt in an ever-changing landscape.
By providing a collaborative environment that brings together policymakers, business leaders, technologists, and sustainability advocates, TOURISE is set to influence tourism practices for decades to come. Its focus on sustainability ensures that growth benefits not only economies but also societies and the environment.
Looking Ahead: What TOURISE Means for Travelers and Industry
For travelers, TOURISE promises a future of richer, smarter, and more responsible tourism experiences. Whether through AI-driven personalized itineraries or eco-friendly destinations, the platform’s initiatives aim to make travel more accessible, meaningful, and enjoyable.
For the tourism industry, TOURISE is an opportunity to reset and reimagine business models, build resilience against future disruptions, and open new investment avenues. The continuous exchange of ideas and innovations facilitated by TOURISE can help companies and destinations thrive in a competitive global market.
Saudi Arabia’s launch of TOURISE marks a bold step in global tourism’s evolution. With its year-round platform, summit, awards, and innovation showcases, TOURISE is designed to unite the world’s brightest minds in tourism and related fields. Together, they will forge a future where travel is not only economically robust but also sustainable, inclusive, and transformative.
As the global tourism sector navigates new realities and expectations, TOURISE sets the stage for pioneering growth and collaboration—making Saudi Arabia a key player in steering the world toward a vibrant future of travel.
