Saudi Arabia’s Minister of Tourism, His Excellency Ahmed Al-Khateeb, today officially launched TOURISE, a bold new global platform designed to shape a new horizon and establish a shared roadmap for the next 50 years of tourism.

Built for ambition and backed by strategic vision, TOURISE will convene a dynamic cross-section of public and private sector leaders for the first time — uniting expertise across tourism, technology, investment, sustainability, and culture to collaboratively address pressing global challenges. The platform is engineered to unlock transformative opportunities, drive innovation, and set a forward-focused agenda for a tourism sector that is equitable, resilient, and sustainable.

In partnership with multilateral institutions and global private sector stakeholders, TOURISE will serve as a gateway for high-value investment opportunities and breakthrough technologies. Its structure supports continuous engagement through digital collaboration, cross-sector working groups, and thematic initiatives that go beyond event-based interaction. The platform will also deliver research-driven outputs, including white papers and indices co-developed with global organizations, to establish new benchmarks for tourism’s role in the global economy.

The inaugural TOURISE Summit will be held in Riyadh from November 11 to 13, 2025, and will be livestreamed globally. The program will center around four key themes:
• The Future of AI-Powered Tourism – Innovate or Fade
• The Great Tourism Reset – Disruptive Business Models and Investment
• Rebooting the Travel Experience – Upgrade in Progress
• Tourism that Works – for People, Planet, and Progress

An Innovation Zone will showcase cutting-edge solutions across AI, mobility, and sustainability from SMEs to global corporations. According to the World Travel & Tourism Council (WTTC), tourism is projected to contribute $11.7 trillion to the global economy in 2025 — equivalent to 10.3% of global GDP. Yet, industry stakeholders face ongoing challenges including shifting market dynamics, evolving traveler expectations, and infrastructure constraints. TOURISE will provide the global framework needed to navigate these complexities and maintain growth momentum.

Speaking at the virtual launch, H.E. Ahmed Al-Khateeb, Minister of Tourism and TOURISE Chairman, stated:

“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 or responding to the urgent need for sustainability and inclusivity, TOURISE will be the platform that unites the right people to develop bold solutions and forge meaningful partnerships. Our aim is to build a tourism sector that is more resilient, connected, and inclusive than ever before.”

Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC) and member of the TOURISE Advisory Board, joined H.E. Al-Khateeb at the launch and added:

“We are proud to be part of this visionary initiative. For the travel and tourism industry to reach its full potential, public-private sector collaboration is critical. TOURISE provides the forum we need to co-create a sustainable and innovative future for global tourism.”

TOURISE is backed by a world-class Advisory Board chaired by H.E. Al-Khateeb, comprising global leaders from across tourism, entertainment, aviation, and technology, including:
• Mario Enzesberger, Founder & CEO, Liberty International Tourism Group
• Mo Gawdat, Founder, One Billion Happy
• Stephane Lefebvre, President, Cirque du Soleil Entertainment Group
• Luis Maroto, CEO, Amadeus
• Julia Simpson, CEO, WTTC
• Thomas Woldbye, CEO, Heathrow Airport

The TOURISE Awards were also announced today — a global recognition program honoring destination excellence in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open on June 2, with winners to be revealed during the opening night of the TOURISE Summit.

TOURISE builds on Saudi Arabia’s emergence as a global tourism powerhouse. In 2024, the Kingdom reached its Vision 2030 milestone of 100 million annual visitors seven years ahead of schedule. The tourism sector now contributes nearly 5% of national GDP, second only to oil production — a clear signal of Saudi Arabia’s commitment to positioning tourism as a cornerstone of global economic progress.

With TOURISE, Saudi Arabia aims to deliver worldwide impact by partnering with key global stakeholders to shape a future where tourism is not only a driver of economic growth but a force for cultural connection, sustainability, and shared prosperity.

To register your interest and become part of the platform shaping the next chapter of global tourism, visit
www.tourise.com