Saudi Arabia unveils TOURISE: A bold global platform set to redefine and shape a new horizon for tourism at scale

 TOURISE is the first global platform to unite visionary public and private sector leaders
across tourism, technology, investment and sustainability ecosystems.
 Anchored by a high-level advisory board of global industry leaders, TOURISE aims to
unlock unprecedented deal flow and high-value investment opportunities that will reset
the industry.
 Accompanying TOURISE Awards program will recognize best-in-class destinations
delivering travel experiences that are purposeful, unforgettable, and aligned with the
evolving expectations of today’s travelers.
 Inaugural invite-only TOURISE Summit will take place in Riyadh from 11–13
November 2025, and will extend as a year-round platform to shape how the world travels,
connects and grows.
Saudi Arabia’s Minister of Tourism, His Excellency
Ahmed Al-Khateeb officially launched TOURISE today, a bold new global platform designed to
shape a new horizon and plot a shared roadmap for the next 50 years of tourism.
Built for ambition and backed by vision, TOURISE will convene a dynamic cross-section of
public and private sector industry giants for the first time. Visionary leaders with tourism,
technology, investment, sustainability, and cultural expertise will be connected to tackle critical
challenges, unlock transformative opportunities and set the agenda for a sector that is
sustainable, equitable and future-focused.
Along with global partners from multilateral institutions to private sector leaders, TOURISE is
designed to unlock major, unprecedented deal flow, with high-value investment opportunities
and access to breakthrough technologies set to be announced and activated through the platform.
TOURISE is no ordinary event; it is a global platform structured for year-round impact at scale
through digital collaboration, thematic working groups, and cross-sector partnerships focused on
long-term sector transformation. This will include authoring a series of white papers and global
indices focused on tourism, sustainability and global economy, co-developed with leading
international organizations, setting new benchmarks for the tourism sector.
The inaugural TOURISE Summit will take place in Riyadh from November 11 to 13, 2025. The
program, which will also be livestreamed, will 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; and Tourism that
Works – for People, Planet, and Progress. A dedicated Innovation Zone will showcase
breakthrough technologies and solutions from SMEs and mid to large corporations spanning AI,
mobility, sustainability, and more from innovators across both public and private sectors.

According to the World Travel and Tourism Council (WTTC), this year tourism is on a strong
upward trajectory, with the sector projected to contribute $11.7 trillion to the global economy –
10.3% of global GDP – highlighting a strong recovery. Yet, challenges such as shifting market
dynamics, evolving traveler preferences, and capacity constraints continue to pose risks to
maintain progress. At this critical juncture, TOURISE provides the strategic support needed to
navigate these headwinds and sustain momentum.
Speaking at the virtual launch today, Minister of Tourism and TOURISE Chairman, His
Excellency Ahmed Al-Khateeb said: “Tourism is one of the most dynamic, connective forces in
the world’s economy, supporting one in ten jobs globally. But as the world evolves, the sector
must too. Whether adapting to technological disruption and changing traveler expectations, to
addressing the urgent calls for sustainability and a more equitable approach to travel, TOURISE
will be the much-needed platform to shape the future of tourism. It will unite the right people to
develop innovative solutions and build partnerships, enabling the tourism sector to be more
resilient, connected, and inclusive than ever before.”
Julia Simpson, World Travel & Tourism Council President & CEO, and TOURISE
Advisory Board Member, who joined His Excellency to officially launch TOURISE, said: “We
are delighted to be a part of this global initiative and continue our long-standing collaboration
across the entire tourism ecosystem. For this industry to evolve and reach its full potential,
public-private sector collaboration is critical to the continued success of Travel & Tourism
worldwide. Together, we can address the challenges of today while co-creating a sustainable
and innovative future for tomorrow. “
TOURISE is backed by an advisory board chaired by His Excellency, with global experts from
online travel agencies, tour operators, hoteliers, global tourism bodies, entertainment, and media,
including: Mario Enzesberger, Founder and CEO, Liberty International Tourism Group; Mo
Gawdat, Founder, One Billion Happy; Stephane Lefebvre, President, Cirque du Soleil
Entertainment Group; Luis Maroto, CEO, Amadeus; and Julia Simpson CEO, World Travel &
Tourism Council (WTTC); and Thomas Woldbye, CEO, Heathrow Airport.
The inaugural TOURISE Awards were also announced today – a stand-out recognition program
celebrating destination excellence across the global tourism ecosystem. The awards will spotlight
notable achievements in sustainability, digital transformation, inclusive tourism, cultural
preservation, and workforce development. Nomination submissions will open on June 2, and
award winners will be announced on the opening night of the TOURISE Summit.
TOURISE builds on Saudi Arabia’s growing role as a core contributor and driver in the global
tourism landscape alongside major industry organizations including UN Tourism, WTTC, and
the World Economic Forum (WEF). In 2024 alone, Saudi Arabia hit its Vision 2030 target of
100 million visitors annually, seven years early and the tourism sector contributed almost five

5% to the national GDP, second only to oil production. This underscores Saudi Arabia’s rising
influence and long-term commitment to supporting tourism as a driver of global progress and
growth. In building TOURISE with global partners – from multilateral institutions to private
sector leaders – Saudi Arabia will ensure its leadership will deliver worldwide impact.
To register your interest and become part of the platform shaping the next chapter of global
tourism, visit www.tourise.com.
Source: AETOSWire