Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb, has announced the launch of TOURISE, a new global initiative designed to shape the future of the tourism sector. The project reflects the country’s ambition to become a key player in the long-term development of global tourism.
Tourism is projected to contribute 11.7 trillion US dollars to the global economy in 2025, representing 10.3 percent of global GDP. While the sector continues to grow, it also faces a number of challenges, including shifting market dynamics, evolving traveller preferences, and increasing pressure on infrastructure. TOURISE aims to provide a strategic vision for the next 50 years of global tourism, offering a roadmap to navigate these transformations and unlock the sector’s full potential.
A bold new global platform designed to shape the future of tourism like never before.
— TOURISE (@TOURISEofficial) May 22, 2025
This is TOURISE.
Join the movement: https://t.co/RwYELgsNtm#TOURISE25 #FutureOfTourism pic.twitter.com/JXfkQFwFzr
“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 traveller 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,” said Saudi Arabia’s Minister of Tourism and TOURISE Chairman, Ahmed Al-Khateeb.
TOURISE plans to bring together the public and private sector tourism industry leaders. Experts in tourism, technology, investment, sustainability, and cultural expertise will share their insights in order to build a sustainable, equitable, and future-focused global tourism industry. The advisory board includes global experts from online travel agencies, tour operators, hoteliers, global tourism bodies, entertainment, and media. Some of those involved are Mario Enzesberger (Founder and CEO at Liberty International Tourism Group), Stephane Lefebvre (President at Cirque du Soleil Entertainment Group), and Julia Simpson (CEO at World Travel & Tourism Council).
Three key elements of TOURISE
In order to reach that goal, TOURISE will consist of different yet intertwined sections. The global, year-round platform will enable digital collaboration, thematic working groups, and cross-sector partnerships focused on long-term sector transformation.
The inaugural TOURISE Summit will take place in Riyadh from 11 to 13 November 2025. While the event will be invite-only, the summit will also. Be live-streamed in order to reach as many industry players as possible. Four core themes will be at the centre of the event: 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. Meanwhile, the so-called Innovation Zone will showcase breakthrough technologies and solutions spanning AI, mobility, sustainability, and more from innovators across both public and private sectors.
A pivotal moment for the future of global tourism.
— TOURISE (@TOURISEofficial) May 22, 2025
At a distinguished gala dinner, leaders from across sectors come together to celebrate the launch of TOURISE, a groundbreaking platform focused on transforming the future of tourism.
TOURISE brings public and private sector… pic.twitter.com/b1g4fNtPuM
“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,” stated Julia Simpson, World Travel & Tourism Council President & CEO, and TOURISE Advisory Board Member.
Lastly, the TOURISE Awards will be a 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 from 2 June onwards and the winners in categories such as ‘Best Shopping Destination’ and ‘Best Culture & Arts Destination’ will be announced on the opening night of the TOURISE Summit.
Why Saudi Arabia?
The launch of TOURISE by Saudi Arabia comes at a moment when the country is increasingly focusing on its own role in the tourism industry. In 2024, Saudi Arabia hit its Vision 2030 target of 100 million visitors annually, seven years early. The tourism sector also contributed almost five 5% to the national GDP, second only to oil production. The launch of TOURISE in collaboration with industry players underlines and reinforces the country’s role in the global tourism industry.
