Saudi Arabia has officially launched TOURISE, a new global platform aimed at reshaping the tourism sector over the next 50 years. The announcement was made on May 22 by Minister of Tourism Ahmed Al Khateeb, who described TOURISE as a move to “shape a new horizon and plot a shared roadmap for the next 50 years of tourism.”
TOURISE is designed to bring together leaders from the public and private sectors, focusing on tourism, investment, and sustainability. It aims to unlock high-value investment opportunities and foster collaboration on transformative projects.
The platform’s first major gathering, the invite-only TOURISE Summit, will be held in Riyadh from November 11 to 13, and will continue as a year-round initiative. The summit will be livestreamed and will cover 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 spotlight technologies from both SMEs and large corporations, focusing on areas such as AI, mobility, and sustainability.
TOURISE is backed by a high-level advisory board chaired by Al Khateeb, with members including:
- Julia Simpson, CEO, World Travel & Tourism Council (WTTC)
- Luis Maroto, CEO, Amadeus
- Mo Gawdat, Founder, One Billion Happy
- Mario Enzesberger, CEO, Liberty International Tourism Group
- Stephane Lefebvre, President, Cirque du Soleil
- Thomas Woldbye, CEO, Heathrow Airport
At the launch, Al Khateeb 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… TOURISE will be the much-needed platform to shape the future of tourism.”
The initiative also includes the launch of the TOURISE Awards, recognizing excellence across sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. Nominations open June 2, with winners to be announced on the opening night of the summit.
Julia Simpson commented, “For this industry to evolve and reach its full potential, public-private sector collaboration is critical to the continued success of Travel & Tourism worldwide.”
TOURISE will feature ongoing collaboration through thematic working groups, digital engagement, and the development of white papers and global indices co-created with international organizations, focusing on sustainability and economic impact.
According to the World Travel & Tourism Council (WTTC), tourism is expected to contribute $11.7 trillion to the global economy in 2024, equivalent to 10.3% of global GDP. TOURISE aims to provide strategic support to sustain this momentum amid evolving traveler preferences and industry challenges.
