Saudi Arabia, in partnership with the World Economic Forum (WEF), has launched the Beyond Tourism initiative, a global framework designed to foster a more sustainable, inclusive, and resilient future for the travel and tourism sector.

Announcing the initiative on X, Saudi Minister of Tourism Ahmed Al-Khateeb said he was “proud to launch Beyond Tourism,” describing it as an effort “dedicated to shaping the future of travel and tourism” and built around ten guiding principles.

Al-Khateeb emphasized that Beyond Tourism reaffirms the sector’s role as “a bridge for connecting cultures, empowering communities, and creating opportunities for generations to come.” “Guided by ten core principles, Beyond Tourism highlights the sector’s vital role globally as a bridge for connecting cultures, empowering communities, and creating opportunities for generations to come,” Al-Khateeb said in his tweet.

The initiative comes as the global travel and tourism industry undergoes a major transformation, shifting from fragmented, traditional models to integrated, ecosystem-based approaches.

According to the WEF, the sector is expected to generate 30 billion tourist visits and contribute $16 trillion to global GDP by 2034. However, it continues to face complex challenges, including environmental pressures, workforce shortages, rising tensions between visitors and local residents, and vulnerabilities to geopolitical and climate risks.

“The global travel and tourism sector is entering a period of profound transformation,” the WEF noted, emphasizing the need for a coordinated, ecosystem-based paradigm to replace outdated, siloed policies that proved insufficient during the COVID-19 pandemic.

The Beyond Tourism framework focuses on five enablers: infrastructure, finance, technology and innovation, people and skills, and policy and governance. These are designed to turn global challenges into opportunities for sustainable and inclusive growth.

Several countries, including Portugal, New Zealand, Costa Rica, Singapore, and Indonesia, have already adopted similar models, using them to strengthen conservation efforts, diversify their economies, and advance sustainable tourism practices.

Through enhanced global cooperation among governments, the private sector, and local communities, the Beyond Tourism initiative aims to unlock the full potential of the travel industry while preserving cultural and natural heritage for future generations.