RIYADH, SAUDI ARABIA – Saudi Arabia's Minister of Tourism, His Excellency Ahmed Al-Khateeb, has officially launched TOURISE, a groundbreaking global platform designed to redefine the future of tourism for the next 50 years. This visionary initiative will unite public and private sector giants, along with experts in technology, investment, sustainability, and culture, to address critical challenges, unlock transformative opportunities, and set a sustainable, equitable, and future-focused agenda for the sector.
TOURISE is structured for year-round impact, fostering digital collaboration, thematic working groups, and cross-sector partnerships. It aims to facilitate unprecedented deal flow, high-value investment opportunities, and access to breakthrough technologies. The platform will also author white papers and global indices on tourism, sustainability, and the global economy, co-developed with leading international organizations.
The inaugural TOURISE Summit will be held in Riyadh from November 11-13, 2025, focusing on key themes like AI-powered tourism, disruptive business models, enhancing travel experiences, and sustainable tourism for people, planet, and progress. An Innovation Zone will showcase cutting-edge technologies from SMEs and corporations.
Minister Al-Khateeb emphasized that TOURISE will be a vital platform to adapt to technological disruption, changing traveler expectations, and the urgent calls for sustainability. Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC) and TOURISE Advisory Board Member, highlighted the critical role of public-private sector collaboration for the industry's evolution.
The inaugural TOURISE Awards were also announced, celebrating excellence in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Submissions open on June 2nd, with winners to be unveiled on the summit's opening night.
TOURISE builds on Saudi Arabia's growing influence in global tourism, having achieved its Vision 2030 target of 100 million visitors seven years early, with tourism contributing nearly 5% to its national GDP.
