Saudi Arabia has launched TOURISE, a new global tourism platform to guide the industry’s direction over the next 50 years. Tourism Minister Ahmed Al-Khateeb announced the initiative, which brings together voices from government, technology, investment, sustainability, and culture to explore long-term changes in the sector.

TOURISE is intended to encourage cooperation between public and private players. It will use digital tools, working groups, and shared benchmarks to address key issues around sustainability, tourism development, and economic impact.

The first TOURISE Summit will be held in Riyadh from November 11–13, 2025. The event will be live-streamed and focus on four key topics: the role of AI in tourism, new business and investment models, improving the travel experience, and making tourism more sustainable and inclusive. An Innovation Zone will showcase ideas and technologies from global companies and startups.

In a virtual address, Saudi Tourism Minister Ahmed Al-Khateeb described TOURISE as a platform to align global efforts and support the tourism sector amid changing global dynamics. World Travel and Tourism Council (WTTC) President and TOURISE Advisory Board member Julia Simpson highlighted the importance of strong public-private cooperation to help the industry reach its potential.

While challenges remain—such as evolving traveler expectations and infrastructure limitations—the WTTC estimates that global tourism will contribute $11.7 trillion to the world economy in 2024. TOURISE aims to help the sector respond to these pressures by encouraging resilience, innovation, and sustainable growth.

The initiative is supported by an advisory board that includes prominent figures from tourism, transportation, and entertainment, such as Amadeus CEO Luis Maroto, Heathrow Airport CEO Thomas Woldbye, and Cirque du Soleil President Stephane Lefebvre.

As part of the launch, the first TOURISE Awards were introduced to highlight achievements in areas such as sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development.

TOURISE reflects Saudi Arabia’s growing role in global tourism. In 2024, the Kingdom exceeded its Vision 2030 target of 100 million annual visitors—seven years ahead of schedule—with tourism contributing nearly 5% to GDP, second only to oil. The platform aims to expand the country’s international presence in the sector and support efforts to make tourism more connected, inclusive, and forward-looking.