Riyadh, Saudi Arabia — Under the November sun and amidst the grandeur of a city that symbolizes the Gulf’s transformation, TOURISE 2025 began, the new global congress aiming to rethink tourism in a world changing at unprecedented speed. From the modern venue hosting the event, there is an atmosphere of anticipation: nearly 8,000 delegates and 140 global speakers gather for three days with a common goal — to define how tourism can become the great driver of sustainable and inclusive development in the 21st century.

Conceived as a platform where public and private sectors converge, TOURISE seeks to create a permanent space for dialogue and action under the motto “Shaping a New Horizon for Global Tourism”. The event, promoted by the Kingdom of Saudi Arabia, marks a new chapter in global tourism diplomacy, positioning the country as a central actor on the international stage.

Ahmed Al-Khateeb: “TOURISE connects public and private sectors to shape global tourism”

At the opening, Saudi Arabia’s Minister of Tourism and TOURISE Chairman, Ahmed Al-Khateeb, emphasized that the idea of creating TOURISE arose from the need for a space where public and private sectors could meet, something “that was missing in the global tourism industry.” He noted that international arrivals and investments have rebounded to historic highs but also highlighted the unprecedented challenges the sector faces: technological disruption, the generational shift toward sustainable, experience-driven travel, and the need for resilience amid economic and environmental uncertainty.

“TOURISE is more than an event; it is a platform for action where we will solve together the challenges that have long limited tourism’s full potential — skills, investment, infrastructure, sustainability, and digital transformation,” Al-Khateeb stated. “We are not here just to discuss ideas. We are here to act. That is why TOURISE exists.”

He also emphasized tourism’s social impact, noting that it generates 10% of global GDP, employs over 350 million people, and is a leading sector for women and youth employment. He encouraged participants to use the three-day summit to develop joint solutions in air connectivity, investment, employment, and sustainable development.

Spain and Global Perspectives

Spain’s Minister of Tourism and Industry, Jordi Hereu, highlighted tourism’s relevance to the economy and society. “Spain welcomed over 84 million visitors generating $126 billion in revenue. This is thanks to strong pillars: our cultural resources, coasts, and an entrepreneurial and innovative ecosystem,” he stated. Hereu also emphasized collaboration, sustainability, decentralization, and the role of innovation and AI in modernizing tourism.

High-Level Panels and Speakers

TOURISE 2025’s inaugural forum panel, titled “Tourism Rising: A New Era of Influence & Impact”, included high-level ministers and CEOs such as Faisal bin Fadhil Alibrahim (Saudi Arabia), Daniela Santanchè (Italy), Gabriel Escarrer Jaume (Meliá Hotels), Badr Mohammed Al-Meer (Qatar Airways), Thomas Woldbye (Heathrow Airport), and Francisco Betti (World Economic Forum, moderator). The panel discussed tourism as a strategic force for economic growth, poverty reduction, and international influence.

Other notable global speakers include Ariane Gorin (CEO, Expedia), Ambassador Patricia Espinosa (Founder, onepoint5), Gloria Guevara (Interim CEO, WTTC), Shaikha Nasser Al Nowais (Incoming Secretary General, UN Tourism), Luis Maroto (CEO, Amadeus), Francis Suarez (Mayor, Miami), Paul Griffiths (CEO, Dubai Airports), Lucia Penrod (Co-Founder, Nikki Beach), Sébastien Bazin (CEO, Accor), Eduardo Santander (CEO, European Travel Commission), Harvey Goldsmith CBE (Founder, Nvisible Productions), and Steve Hafner (Co-Founder & CEO, Kayak.com).

TOURISE Awards and the Summit’s Vision

The inaugural TOURISE Awards will recognize destinations exemplifying excellence and catering to evolving traveler expectations. With Saudi Arabia’s leadership and the active participation of major tourism powers such as Spain, Italy, and Qatar, TOURISE 2025 positions itself as the epicenter of global dialogue, turning bold ideas into action and reinforcing tourism as a driver of economic, social, and cultural transformation.