The Kingdom of Saudi Arabia has unveiled TOURISE, game-changing global platform that will redefine the future of travel. Launched by Saudi Arabia’s Minister of Tourism, Ahmed Al Khateeb, TOURISE aims to unite visionary leaders from the public and private sectors to shape a new horizon for tourism. This initiative is set to plot a shared roadmap for the next 50 years of tourism, driving growth, innovation, and sustainability.

A new era for tourism

TOURISE is anchored by a high-level advisory board comprising global industry leaders, ensuring a comprehensive and expert approach to shaping the future of tourism. The platform will convene industry giants, experts, and innovators to tackle critical challenges and unlock transformative opportunities. By fostering collaboration and knowledge-sharing, TOURISE will drive the development of innovative solutions and best practices.

“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.” – Ahmed Al Khateeb, Minister of Tourism, Saudi Arabia

Key initiatives

The inaugural invite-only TOURISE Summit will take place in Riyadh from 11 – 13 November 2005, featuring four core themes that will shape the future of tourism: The Future of AI-Powered Tourism, The Great Tourism Reset, Rebooting the Travel Experience, and Tourism that Works. A dedicated Innovation Zone will showcase breakthrough technologies and solutions from SMEs and mid-to-large corporations, highlighting the latest advancements in AI, mobility, sustainability, and more.

Global partnerships

TOURISE is designed to unlock major deal flow and high-value investment opportunities, with global partners from multilateral institutions to private sector leaders including:

• Julia Simpson, president and CEO of the World Travel & Tourism Council (WTTC)
• Luis Maroto, CEO of Amadeus
• Thomas Woldbye, CEO of Heathrow Airport
• Stephane Lefebvre, president of Cirque du Soleil Entertainment Group
• Mario Enzesberger, founder and CEO of Liberty International Tourism Group
• Mo Gawdat, founder of One Billion Happy

By facilitating collaboration and investment, TOURISE will drive growth, innovation, and sustainability in the tourism sector. The platform will also author a series of white papers and global indices focused on tourism, sustainability, and the global economy, setting new benchmarks for the industry.

“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.” – Julia Simpson, World Travel & Tourism Council President & CEO, and TOURISE Advisory Board Member

TOURISE Awards

The platform has also launched the TOURISE Awards, recognizing destination excellence across the global tourism ecosystem. The awards will spotlight notable achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development.

Nominations will open on 2 June, and winners will be announced at the TOURISE Summit, celebrating best-in-class destinations that deliver travel experiences that are purposeful, unforgettable, and aligned with the evolving expectations of today’s travellers.