A pioneering global platform to redefine future of tourism
In a bold move set to transform the global tourism landscape, Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb, has officially launched TOURISE—a groundbreaking global platform designed to shape the next 50 years of tourism through innovation, collaboration, and strategic investment.
Positioned as the first initiative of its kind, TOURISE will bring together influential leaders from the public and private sectors across the tourism, technology, investment, and sustainability ecosystems. Backed by a high-level advisory board of global industry experts, the platform aims to unlock transformative opportunities and stimulate significant deal flow across the sector.
TOURISE is envisioned as more than a summit—it is a year-round engine for impact. Through digital collaboration, thematic working groups, and strategic partnerships, the platform will address the most pressing challenges facing the tourism industry. From advancing sustainable practices to integrating emerging technologies, TOURISE is committed to shaping a resilient and inclusive future for global travel.
As part of its strategic framework, TOURISE will develop and publish white papers and global indices on tourism, sustainability, and the global economy, in partnership with leading international organizations. These thought leadership initiatives will serve as benchmarks and guideposts for the sector’s long-term transformation.
The inaugural TOURISE Summit will be held in Riyadh from November 11–13, 2025. This invitation-only event will also be livestreamed globally and focus on four core 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 cutting-edge solutions from SMEs and global corporations, showcasing advancements in AI, mobility, sustainability, and more.
Coinciding with the summit, the TOURISE Awards program was also announced. This prestigious recognition will celebrate destinations and organizations that are delivering purposeful and exceptional travel experiences. Awards will highlight achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open on June 2, with winners to be revealed at the summit’s opening night.
According to the World Travel and Tourism Council (WTTC), the tourism sector is expected to contribute $11.7 trillion to the global economy in 2025—representing 10.3% of global GDP. Despite this growth, the industry continues to face challenges including shifting market dynamics, evolving traveler expectations, and capacity constraints. TOURISE is strategically designed to address these challenges and support sustained sector momentum.
Speaking at the launch, His Excellency Ahmed Al-Khateeb emphasized the platform’s significance:
“Tourism is one of the world’s most dynamic economic engines, supporting one in every ten jobs globally. But to keep pace with a rapidly evolving world, we must rethink the future of travel. TOURISE will bring together the world’s foremost minds to foster innovation, sustainability, and equitable growth in tourism—building a sector that is more connected, inclusive, and resilient than ever before.”
The TOURISE advisory board is composed of senior global figures across tourism, entertainment, aviation, and technology, including:
- Julia Simpson, President & CEO, WTTC
- Luis Maroto, CEO, Amadeus
- Mario Enzesberger, Founder & CEO, Liberty International Tourism Group
- Mo Gawdat, Founder, One Billion Happy
- Stéphane Lefebvre, President, Cirque du Soleil Entertainment Group
- Thomas Woldbye, CEO, Heathrow Airport
Julia Simpson added:
“TOURISE represents a vital step forward for the global travel and tourism industry. Public-private collaboration will be key to unlocking new opportunities and tackling shared challenges. Together, we can shape a more innovative and sustainable future for global tourism.”
TOURISE builds on Saudi Arabia’s accelerating leadership in tourism. In 2024, the Kingdom achieved its Vision 2030 goal of attracting 100 million annual visitors—seven years ahead of schedule. The sector now contributes nearly 5% of national GDP, underscoring tourism’s rising importance alongside traditional economic pillars such as oil.
Through TOURISE, Saudi Arabia reaffirms its commitment to being a central player in global tourism, working in close partnership with multilateral organizations, international investors, and industry leaders to foster growth, innovation, and long-term impact.
