Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb officially launched TOURISE, a new global platform designed to shape a new horizon and plot a shared roadmap for the next 50 years of tourism. TOURISE will convene a cross-section of public and private sector industry giants; 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.
As part of the digital collaboration, thematic working groups and cross-sector partnerships focused on long-term sector transformation, TOURISE will develop a series of whitepapers and global indices focused on tourism, sustainability and global economy, co-created 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. An “Innovation Zone” will showcase breakthrough technologies and solutions from SMEs and large corporations spanning AI, mobility, sustainability and more.
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 percent 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.
TOURISE is backed by an advisory board chaired by Ahmed Al-Khateeb, 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, WTTC; and Thomas Woldbye, CEO, Heathrow Airport.
The inaugural TOURISE Awards were also announced May 22. 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 U.N. 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 5 percent to the national GDP, second only to oil production.
To learn more, visit www.tourise.com.
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