Saudi Arabia has unveiled TOURISE, a pioneering global platform set to redefine the way the world thinks about tourism. Designed as more than just an event, TOURISE is a year-round strategic ecosystem for innovation, collaboration, investment, and policy in the global tourism sector. Anchored by the Kingdom’s Vision 2030 and led by Minister of Tourism H.E. Ahmed Al-Khateeb, TOURISE positions Saudi Arabia as a convenor of global tourism leadership at a time of rapid change and opportunity.
A platform for the next 50 years of tourism
TOURISE is structured to bring together a high-impact mix of leaders—from government, private industry, technology, sustainability, and culture—to tackle systemic challenges and shape a more resilient and inclusive tourism economy. The initiative arrives at a critical moment, as global tourism rebounds from the pandemic and confronts fast-evolving traveller expectations, climate pressures, and technological disruption.
The inaugural TOURISE Summit will take place in Riyadh from 11 to 13 November 2025, featuring high-level sessions, an innovation zone, and a prestigious awards ceremony. But its vision goes far beyond a three-day event. TOURISE is conceived as a long-term, continuously active platform, with thematic working groups, white paper production, investment matchmaking, and cross-sector dialogue taking place year-round.
Key themes shaping the agenda
Under the banner “Tourism Rising”, the 2025 summit will explore four future-defining themes:
- The Future of AI-Powered Tourism: Innovate or Fade
Exploring how smart technologies can enhance service, personalise experiences, and create efficiencies across the tourism value chain. - The Great Tourism Reset: Disruptive Business Models, Bold Investments
Addressing how tourism businesses must rethink value propositions, partnerships, and funding models in a fast-changing global environment. - Rebooting the Travel Experience: Upgrade in Progress
Analysing how demographic shifts, wellness trends, and experience-driven travel are reshaping what tourists seek—and what destinations must deliver. - Tourism That Works: for People, Planet and Progress
Placing sustainability, inclusivity, and regenerative travel at the heart of tourism strategy, from policy to design and destination stewardship.
Strategic leadership and global participation
TOURISE is led by a heavyweight team. Minister Al-Khateeb chairs the advisory board, supported by Jean-Philippe Cossé, a seasoned global events executive and former SVP at DMG Events, who serves as TOURISE’s CEO. The platform’s Advisory Board includes major figures such as:
- Julia Simpson, President & CEO, World Travel & Tourism Council
- Luis Maroto, CEO, Amadeus
- Stephane Lefebvre, President, Cirque du Soleil
- Neil Jacobs, CEO, Six Senses
- Mo Gawdat, Founder, One Billion Happy
- Thomas Woldbye, CEO, Heathrow Airport
TOURISE also features a network of 25 Founding Members—influential global ambassadors serving as champions and connectors for the platform’s mission.
TOURISE Awards: celebrating excellence
The TOURISE Awards, launched in tandem with the platform, aim to set new benchmarks for destination excellence. Recognising destinations that deliver unique, meaningful, and purpose-driven travel experiences, the awards cover six categories:
- Best Overall Destination
- Best Cultural & Art Destination
- Best Adventure Destination
- Best Entertainment Destination
- Best Food & Culinary Destination
- Best Shopping Destination
Each category will honour one winner and two finalists. Nominations open in June and the awards will be presented during the summit in Riyadh.
A global collaboration platform, made in Saudi Arabia
What sets TOURISE apart is its long-term vision. Backed by Saudi Arabia’s growing leadership in the international tourism sector—including its early achievement of the Vision 2030 target of 100 million visitors in 2024—TOURISE demonstrates the Kingdom’s intention not only to attract tourists but to shape the future of global travel itself.
This initiative aligns with Saudi Arabia’s broader tourism diplomacy, building partnerships with the UN World Tourism Organization, WTTC, the World Economic Forum, and major private sector players. The platform is designed to support policy reform, unlock investment, and ensure that tourism becomes a key pillar of inclusive economic growth globally.
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Read also: Saudi Arabia’s Tourism Boom: Growth Forecasts to 2040 and Beyond
