The first-ever TOURISE 2025 Summit concluded in Riyadh after three days of discussions that redefined how nations and industries envision the future of global tourism. Organised by the Ministry of Tourism, and held under the patronage of Crown Prince Mohammed bin Salman, the event brought together more than 120 international leaders from government, business, technology, sports, and innovation.
With active participation from Saudi Arabia, Ecuador, South Africa, Spain, Switzerland, and Japan, TOURISE 2025 served as a global platform for collaboration, policy dialogue, and the exchange of ideas aimed at shaping a more resilient, inclusive, and sustainable tourism industry.
A gathering of global visionaries
Across its sessions, TOURISE 2025 featured an exceptional lineup of international thought leaders and innovators. The agenda included figures such as HE Yasir Al-Rumayyan (Governor of the Public Investment Fund), Gloria Guevara (Interim CEO, World Travel & Tourism Council), Sebastien Bazin (CEO, Accor), Frances Suarez (Mayor of Miami), and Ariane Gorin (CEO, Expedia Group).
Together, these leaders explored key themes including the future of sustainable tourism, cross-sector collaboration, investment opportunities, and the role of digital innovation in enhancing traveler experiences.
Sessions that defined the conversation
Over three days, delegates engaged in high-impact discussions designed to spark actionable change. One of the central sessions, ‘Digitizing the Expected, Humanizing the Unexpected,’ brought together executives from Amadeus, Dubai Airports, and Kayak.com to explore how AI and technology are transforming the traveller experience without losing the human touch.
Ross Veitch, Co-founder and CEO of Wego, joined the influential panel moderated by Siew Hoon Yeoh, Founder of WiT (Web in Travel), to discuss how AI and new business models are transforming travel. The session focused on how technology-driven personalisation and efficiency are reshaping traveller engagement across the industry.
During the session The Goal Beyond the Game, Football Champion @Cristiano Ronaldo shared his favourite destinations in Saudi. #TOURISE25 #FutureOfTourism pic.twitter.com/UjTLzyKghF
— TOURISE (@TOURISEofficial) November 11, 2025
The ‘Fireside Chat: The Next Chapter of Tourism’ highlighted strategies for building a more inclusive and adaptable tourism ecosystem, emphasising collaboration between public and private sectors to create a stronger global framework for sustainable growth.
Another standout session, ‘ICON TALK: Stories & Stakes Behind the Curtain,’ delved into how entertainment and cultural experiences are increasingly becoming central to destination development, offering valuable insights into the collaboration of tourism, creativity, and global storytelling.
Lars Clasen, CEO of Cruise Saudi, also participated in the panel ‘Sailing into Tomorrow: The New Age of Cruise Travel,’ which examined how the cruise sector can deliver economic and social value by creating jobs, driving investment, and promoting authentic cultural exchange through stronger partnerships.
Big names, bigger conversations
One of the most talked-about moments so far came when global football icon Cristiano Ronaldo took the stage, praising Saudi Arabia’s tourism ambitions and progress under Vision 2030. His session explored how international sports figures and major events are helping shape perceptions of destinations and inspire global audiences to engage with Saudi Arabia’s cultural and tourism transformation.
“I consider myself Saudi, and I help in different sectors,” Ronaldo said. “I moved to Saudi Arabia because I believe in its capabilities, and now everyone has discovered that I was right.” Business leaders and innovators shared how technology is driving a smarter, more sustainable travel ecosystem.
Launching tourism’s next era from Riyadh
Over the past year, Saudi Arabia has achieved record-breaking tourism growth, ranking first among G20 nations for international arrivals in 2024. TOURISE 2025 built on this momentum, showcasing the country’s readiness to lead the next phase of global tourism transformation.
The choice of Riyadh as host city was symbolic of Saudi Arabia’s growing stature as a global centre for innovation, culture, and hospitality. The city provided an impressive backdrop for the event, showcasing its rapid transformation and its emergence as one of the most connected, investment-ready destinations in the world.
TOURISE 2025 not only highlighted Riyadh’s infrastructure and organisational capacity but also reflected the Kingdom’s strategic intent to position itself as a year-round hub for global tourism dialogue and collaboration.
Looking ahead: A year-round movement
While the summit’s doors have closed, The success of TOURISE 2025 has positioned it as a defining event in the international tourism calendar. By bringing together leaders from across industries and regions, the summit not only addressed immediate challenges but also set a long-term vision for how tourism can evolve to better serve economies, communities, and the planet.
As the global tourism community looks ahead, the conversations and connections forged at TOURISE 2025 are expected to guide industry progress for years to come, cementing Riyadh’s role as a launchpad for a new era of global tourism.
