RIYADH — Saudi Arabia officially launched TOURISE on Thursday a bold new global platform designed to reshape the future of tourism by uniting leaders from the public and private sectors across tourism, technology, investment, and sustainability. The platform was unveiled by Minister of Tourism Ahmed Al-Khateeb and is anchored by an international advisory board of top industry figures. TOURISE is a year-round platform designed to spark transformation in the global tourism sector through high-level collaboration, strategic investments, and the integration of breakthrough technologies. It aims to serve as a conduit for unprecedented deal flow and investment opportunities, targeting long-term impact and sustainability. The inaugural invite-only TOURISE Summit is scheduled to take place in Riyadh from November 11–13, 2025. The event will focus on four core themes: the future of AI-powered tourism; disruptive business models and investment; revamping the travel experience; and aligning tourism with sustainable development goals. A dedicated Innovation Zone will feature technologies from global SMEs and corporations in fields such as AI, mobility, and sustainability. Speaking at the virtual launch, Al-Khateeb said: "Tourism is one of the most dynamic, connective forces in the world's economy, supporting one in ten jobs globally. 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." Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), echoed the sentiment: "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." TOURISE will also feature the launch of the TOURISE Awards, a global recognition program that will honor best-in-class achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open June 2, with winners announced at the Riyadh summit. The advisory board for TOURISE includes global leaders such as 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), and Julia Simpson (WTTC). The launch builds on Saudi Arabia's rising influence in global tourism, having already achieved its Vision 2030 goal of 100 million annual visitors—seven years ahead of schedule. Tourism now contributes nearly 5% to the Kingdom's GDP, second only to oil.
