In a bold move that cements its rising influence on the global tourism stage, Saudi Arabia has unveiled TOURISE, a groundbreaking platform aimed at shaping the future of travel. Officially launched by the Minister of Tourism, Ahmed Al-Khateeb, TOURISE is envisioned not as a one-time event, but a year-round engine of innovation, policy development, and cross-sector collaboration.

From the heart of Riyadh, TOURISE brings together leaders in tourism, technology, sustainability, and investment to drive the next wave of global travel transformation. And its ambitions are already monumental. In 2024, the Kingdom achieved its Vision 2030 target of 100 million annual visitors, seven years ahead of schedule, making tourism a cornerstone of economic diversification and positioning Saudi Arabia as an emerging powerhouse in global hospitality.

“Tourism is one of the most dynamic, connective forces in the world’s economy,” Al-Khateeb stated during the virtual launch. “TOURISE is our answer to a sector that must evolve with the times—toward sustainability, innovation, and inclusion.”

A Year-Round Hub for Tourism Innovation

TOURISE is more than a summit—it is a permanent global platform designed to stimulate dialogue, investment, and strategic partnerships. It features working groups, global indices, white paper publications, and is supported by an advisory board of international tourism and tech leaders.

The first TOURISE Summit will be held in Riyadh from November 11 to 13, drawing select global leaders for in-depth discussion and collaboration across four main focus areas:

1. AI-Powered Tourism – Exploring the potential of artificial intelligence to revolutionize the travel experience.
2. Disruptive Business Models & Investment – Opening the door for innovative financial models and partnerships.
3. Enhanced Travel Experiences – Focusing on personalization, authenticity, and cultural immersion.
4. Sustainability-Driven Growth – Promoting responsible tourism that protects resources and empowers communities.

A dedicated Innovation Zone at the summit will spotlight emerging technologies, while the TOURISE Awards will honor pioneering initiatives in areas such as digital transformation, inclusivity, sustainability, and cultural preservation.

Saudi Arabia’s Strategic Leap Forward

The launch of TOURISE is a strategic extension of Saudi Arabia’s rapidly expanding tourism agenda. With nearly 5% of the Kingdom’s GDP now tied to tourism, and infrastructure upgrades, simplified visas, and global events already underway, Saudi Arabia is redefining what it means to be a travel leader.

“The Kingdom is redefining what’s possible,” said Julia Simpson, President and CEO of the World Travel & Tourism Council, and member of the TOURISE advisory board. “Public-private collaboration like this is critical to the future of our industry.”

A Platform for Long-Term Impact

Unlike traditional tourism conferences, TOURISE is designed to leave a lasting legacy. It provides a collaborative, multidisciplinary space where policymakers, entrepreneurs, sustainability advocates, and tech innovators can co-create solutions to the most pressing challenges in travel and tourism.

For travelers, TOURISE promises smarter, more personalized, and more sustainable travel experiences. For industry players, it offers a venue for innovation, resilience-building, and global visibility.

As Saudi Arabia transitions from an oil economy to a knowledge- and experience-based economy, TOURISE stands as both a symbol and a strategy—illuminating a path for the entire world to follow.