Saudi Arabia Launches TOURISE to Shape the Future of Global Tourism

On May 22, 2025, Saudi Arabia officially launched TOURISE, a global platform designed to connect leaders across tourism, technology, investment, and sustainability sectors. Unveiled by Minister of Tourism Ahmed Al-Khateeb, TOURISE aims to unlock investment opportunities, address challenges facing the tourism industry, and shape future travel policies through collaboration and innovation. This initiative underscores Saudi Arabia’s ambition to become a leading global tourism hub, supported by strategic infrastructure investments and policy reforms.

Why in News?

As global tourism continues to evolve rapidly, impacted by technological disruption, shifting traveler preferences, and growing sustainability demands, Saudi Arabia has positioned itself at the forefront by launching TOURISE. This platform arrives at a pivotal moment, shortly after the kingdom surpassed its Vision 2030 target of 100 million visitors by 2024, demonstrating the country’s growing influence in global tourism. TOURISE’s launch aims to guide the sector’s future growth while promoting inclusive, sustainable, and technologically advanced tourism.

Aim

• To establish a year-round global platform that fosters collaboration, innovation, and investment in the tourism sector.

Objectives

• Connect leaders from tourism, tech, investment, and sustainability fields worldwide.
• Unlock new investment opportunities in tourism infrastructure and services.
• Address sector-wide challenges such as sustainability and digital transformation.
• Develop and guide global tourism policies for future growth phases.
• Promote inclusive and sustainable tourism practices.

Background

• Saudi Arabia’s Vision 2030 aims to diversify its economy, with tourism playing a key role.
• In 2024, Saudi Arabia achieved its Vision 2030 goal of attracting 100 million visitors — seven years ahead of schedule.
• Tourism now contributes nearly 5% to Saudi Arabia’s GDP, reflecting its expanding economic importance.
• TOURISE was announced virtually by Minister Ahmed Al-Khateeb, emphasizing tourism’s role in the global economy and the need for sector evolution.

Key Features of TOURISE

• Supported by an advisory board consisting of global experts from tourism, hospitality, technology, entertainment, and investment sectors.
• Formation of working groups focused on core themes such as AI in tourism, business innovation, travel experience upgrades, and sustainability.
• Publication of white papers and global indices in partnership with international organizations.
• Hosting the first TOURISE Summit in Riyadh from November 11-13, 2025.
• An Innovation Zone to showcase emerging public and private sector technologies.
• An awards program recognizing leadership in sustainability, digital transformation, cultural preservation, inclusive tourism, and workforce development.
• Award nominations open on June 2, with winners announced at the summit’s opening day.

Significance

• TOURISE exemplifies Saudi Arabia’s strategic move to become a global tourism leader by leveraging technology, investment, and sustainability. The platform’s collaborative approach involving public and private sectors is expected to drive innovation and address pressing challenges in the tourism ecosystem.
• By focusing on AI, sustainability, and inclusivity, TOURISE aligns with global trends shaping the future of travel, supporting economic growth and job creation worldwide.