Riyadh, November 14, 2025 – ABC MUNDIAL. The Saudi capital became the epicenter of global tourism this week. From November 11 to 13, the King Abdulaziz International Conference Centre in Riyadh hosted the first global tourism forum under the TOURISE brand. Organized by the Ministry of Tourism of Saudi Arabia and under the patronage of Crown Prince Mohammed bin Salman, the event brought together leaders from the public and private sectors, technology, hospitality, transport, and tourism to shape the next half-century of tourism.

Three Days, Four Pillars, One Platform

During the three-day summit, TOURISE offered an intensive agenda with over 140 global speakers—including senior executives from travel platforms, airlines, hotel chains, technology, and investment—and more than 40 panels and 15 workshops focusing on key topics such as AI-driven tourism, travel experiences, sustainability, investment, and skills development.
The four thematic pillars guiding the forum were:

• AI- and data-driven tourism.
• Radical reboot of business models in tourism.
• Reconfiguring the traveler experience: seamless and interconnected.
• Tourism for people, the planet, and progress: sustainability beyond the slogan.

The forum was presented as “not just an event, but a platform for action,” emphasizing the transition from discussion to practical commitment.

Final Day: Announcement of Three Major Initiatives

On November 13, Saudi Arabia’s Minister of Tourism, Ahmed Al Khateeb, unveiled three new initiatives designed to transform the tourism industry in the Kingdom and globally:

• Agentic Tourism: empowering actors across the tourism value chain with technology, data, and collaborative models.
• TOURISE Destination: a platform to redesign integrated destinations, linking experience, investment, and territorial intelligence.
• Beyond Tourism: a multisectoral initiative connecting tourism with other fields (entertainment, mobility, culture) to break traditional sector boundaries.

Al-Khateeb summarized:

“At TOURISE25, we took concrete steps to elevate the Kingdom’s tourism and hospitality sector by announcing strategic partnerships with leading global institutions, including the world’s top hospitality schools.”
He added:
“Our people are at the core of the future of tourism.”

Saudi Arabia’s Strategic Vision and a New Travel Tool

The Kingdom is not only fostering tourism domestically but also positioning itself as a global solutions driver. A major highlight was the “Visa by Profile” initiative, allowing eligible Visa cardholders to instantly obtain an electronic tourist visa using only their card and passport details.

The minister explained:

“Launched at TOURISE25, we proudly introduced ‘Visa by Profile’—the world’s first initiative allowing eligible Visa cardholders to instantly receive their electronic tourist visa in minutes.”

Developed in collaboration with the Ministry of Interior, Visa, the Saudi Tourism Authority, and the Ministry of Foreign Affairs, the initiative underscores the Kingdom’s commitment to seamless, connected, and digital travel experiences.

Saudi Arabia already ranked first among G20 nations for international arrivals in 2024 and led the world in revenue growth from foreign visitors. Having exceeded its initial target of 100 million visitors ahead of schedule in 2023, the Kingdom now aims to welcome 150 million tourists annually by 2030 (70 million international and 80 million domestic).

Quick Look at the Three Days

• Day 1 (Nov 11): Opening ceremony with Al Khateeb, followed by panels such as “Bridges & Borders,” “Trade Winds & Travel Flows,” addressing economic and competitive transformation in tourism.
• Day 2 (Nov 12): Intensive working sessions on innovation, AI, sustainability, investment, and destination development, including international success stories and multisector collaborations.
• Day 3 (Nov 13): Summit closure with strategic announcements, new initiatives, visions for the future, and the “Visa by Profile” tool. The final session included a dialogue with Al Khateeb on “The Big Step Forward.”

Final Message

In Al Khateeb’s words:

“TOURISE is about a shared vision—to design and shape the future of tourism together.”
He concluded:
“We want TOURISE to be the home of future global deals.”

With this summit, Saudi Arabia is not only making a national tourism bet but also inviting the world to participate in the transformation. A three-day platform marking the beginning of a new chapter, with TOURISE designed to operate beyond the event—as a continuous ecosystem of ideas, investments, and collaborations.