Saudi Arabia Launches TOURISE: A Global Platform to Shape the Future of Tourism
Riyadh, The Gulf Observer: In a landmark move to redefine the future of global tourism, Saudi Arabia on Thursday officially launched TOURISE, a bold new platform that aims to unite leaders across tourism, technology, investment, and sustainability. The initiative was unveiled by Minister of Tourism Ahmed Al-Khateeb during a virtual launch event.
Anchored by a distinguished international advisory board, TOURISE is envisioned as a year-round catalyst for transformation in the tourism sector. It seeks to foster high-level collaboration, channel strategic investment, and drive the integration of cutting-edge technologies, with the ultimate goal of achieving long-term sustainability and impact.
“Tourism is one of the most dynamic, connective forces in the world’s economy, supporting one in ten jobs globally,” said Al-Khateeb. “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 sector to be more resilient, connected, and inclusive than ever before.”
The inaugural TOURISE Summit, an invite-only event, is scheduled to take place in Riyadh from November 11 to 13, 2025. The summit will revolve around four core themes:
- The future of AI-powered tourism
- Disruptive business models and investment
- Revamping the travel experience
- Aligning tourism with the United Nations Sustainable Development Goals
A dedicated Innovation Zone will spotlight breakthrough technologies from global SMEs and corporations in sectors including artificial intelligence, mobility, and sustainability.
Speaking at the launch, Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), emphasized the importance of cross-sector collaboration: “Public-private sector collaboration is critical to the continued success of travel and tourism. TOURISE presents a real opportunity to co-create a sustainable and innovative future.”
In recognition of excellence, TOURISE will also introduce the TOURISE Awards, a global program honoring standout achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open on June 2, with winners to be announced during the Riyadh summit.
The platform is backed by a prestigious advisory board comprising global industry leaders, including:
- Mario Enzesberger – Liberty International Tourism Group
- Mo Gawdat – One Billion Happy
- Stephane Lefebvre – Cirque du Soleil Entertainment Group
- Luis Maroto – Amadeus
- Thomas Woldbye – Heathrow Airport
- Julia Simpson – WTTC
The launch of TOURISE comes as Saudi Arabia cements its growing influence in global tourism. The Kingdom has already surpassed its Vision 2030 target of welcoming 100 million annual visitors, achieving the milestone seven years ahead of schedule. Tourism now contributes nearly 5% to Saudi Arabia’s GDP, making it the second-largest economic sector after oil.
TOURISE represents the next phase in Saudi Arabia’s efforts to position itself as a global tourism hub and a leader in sustainable development and innovation.
