Saudi Arabia's Minister of Tourism, His Excellency Ahmed Al-Khateeb, has officially launched TOURISE, a global platform designed to shape the next 50 years of tourism. TOURISE will convene a dynamic cross-section of public and private sector industry giants to tackle critical challenges, unlock transformative opportunities, and set the agenda for a sustainable, equitable, and future-focused sector. The platform is designed for year-round impact at scale through digital collaboration, thematic working groups, and cross-sector partnerships focused on long-term sector transformation.

The inaugural TOURISE Summit will take place in Riyadh from November 11-13, 2025, and will focus on four core themes: The Future of AI-Powered Tourism – Innovate or Fade; The Great Tourism Reset – Disruptive Business Models and Investment; Rebooting the Travel Experience – Upgrade in Progress; and Tourism that Works – for People, Planet, and Progress. A dedicated Innovation Zone will showcase breakthrough technologies and solutions from SMEs and mid to large corporations spanning AI, mobility, sustainability, and more from innovators across both public and private sectors.

According to the World Travel and Tourism Council (WTTC), tourism is on a strong upward trajectory this year, contributing $11.7 trillion to the global economy. However, challenges such as shifting market dynamics, evolving traveler preferences, and capacity constraints continue to pose risks to maintain progress. TOURISE provides the strategic support needed to navigate these headwinds and sustain momentum.