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Saudi Arabia has introduced TOURISE, a new international platform aimed at transforming the tourism sector over the next 50 years. Officially launched by the Minister of Tourism, Ahmed Al-Khateeb, TOURISE seeks to unite leaders from public and private sectors across tourism, technology, investment, and sustainability.
The platform will facilitate high-level collaborations, generate significant investment opportunities, and promote innovative solutions. Its first major event, the TOURISE Summit, will be held in Riyadh from November 11 to 13, 2025, with plans to extend as a year-round initiative through digital engagement and partnerships.
Key themes of the summit will include artificial intelligence in tourism, disruptive business models, enhancing travel experiences, and sustainable tourism that benefits people and the planet. The summit will also feature a dedicated innovation zone showcasing new technologies.
Backed by a global advisory board, TOURISE aims to drive sector-wide change through white papers, indices, and strategic partnerships. Its launch comes at a time when international tourism is showing signs of strong recovery, despite ongoing challenges.
Speaking at the virtual launch, Al-Khateeb commented, “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 and changing traveller expectations, to addressing the urgent calls for sustainability and a more equitable approach to travel, 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 tourism sector to be more resilient, connected, and inclusive than ever before.”
Julia Simpson, World Travel & Tourism Council President and CEO, and TOURISE Advisory Board Member, who joined the Minister to officially launch TOURISE, also added, “We are delighted to be a part of this global initiative and continue our long-standing collaboration across the entire tourism ecosystem. For this industry to evolve and reach its full potential, public-private sector collaboration is critical to the continued success of Travel & Tourism worldwide. Together, we can address the challenges of today while co-creating a sustainable and innovative future for tomorrow.”
According to the World Travel and Tourism Council (WTTC), this year the tourism sector is experiencing a robust recovery, with an expected contribution of $11.7 trillion to the global economy, equivalent to 10.3 per cent of worldwide GDP. Despite this positive outlook, the industry faces ongoing challenges, including changing market dynamics, evolving traveller preferences, and capacity limitations, which could hinder sustained growth. TOURISE offers the strategic support necessary to navigate these challenges and maintain momentum at this pivotal moment for global tourism.
