Saudi Arabia has taken a visionary step toward reshaping the global travel landscape by launching a high impact advisory board for its new TOURISE platform. Led by Minister of Tourism Ahmed Al Khateeb, this 14 member board unites leaders from tourism, technology, sustainability, aviation, entertainment, and education to guide the platform’s strategy ahead of its inaugural TOURISE Summit. The event will take place in Riyadh from November 11 to 13, 2025. The initiative reflects the Kingdom’s growing influence in the tourism sector and its ambitions to drive meaningful change globally.
A Powerhouse of Diverse Global Leaders
The advisory board features industry figures such as Julia Simpson from the World Travel and Tourism Council, Randy Durband of the Global Sustainable Tourism Council, Luis Maroto of Amadeus, Blake Chandlee formerly of TikTok, and Stephane Lefebvre of Cirque du Soleil. These members represent expertise across many industries including technology, sustainability, education, and culture. Their combined experience will help TOURISE create solutions that resonate with the modern traveller and build a sustainable tourism future.
What TOURISE Stands For
TOURISE is more than a conference. It is a platform for collaboration, innovation, and growth. The project will bring together leaders from both public and private sectors to work on year round initiatives such as white papers, working groups, and global indices. By focusing on sustainability, technology, and economic progress, TOURISE aims to set new benchmarks for the tourism industry worldwide.
Summit Themes That Shape the Future
The summit will revolve around four key themes. The first will address the future of artificial intelligence in tourism and how businesses must innovate to stay ahead. The second will explore the great tourism reset by highlighting new business models and investment strategies. The third theme will focus on upgrading the travel experience to match the expectations of modern travellers. The final theme will emphasise tourism that works for people, the planet, and economic progress. The summit will also feature an innovation zone showcasing breakthrough technologies from startups and global corporations.
Awarding Excellence Globally
During the summit, TOURISE will introduce the TOURISE Awards to celebrate outstanding contributions to sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development. These awards will recognise individuals and organisations driving positive change in the industry. Nominations open in June, with winners to be announced during the opening ceremony of the summit.
Driving Tourism into the Next 50 Years
Saudi Arabia has already surpassed its Vision 2030 goal of attracting 100 million visitors annually by 2023, achieving this target seven years ahead of schedule. Tourism now contributes nearly five percent to the national GDP, making it the second largest economic sector after oil. Building on this momentum, TOURISE aims to strengthen the Kingdom’s leadership role in global tourism innovation for decades to come.
A Platform Beyond a Summit
TOURISE is designed to be more than a single event. The advisory board will meet regularly in the months leading to the summit to shape the agenda and ensure that global representation, equity, and diversity remain central to discussions. Even after the summit, the platform will continue to operate year round, fostering collaboration, sharing knowledge, and influencing policy worldwide.
Why This Matters Now
Tourism is projected to contribute more than 11 trillion dollars to the global economy in 2025, accounting for over 10 percent of worldwide GDP. However, the sector is still recovering from the challenges brought by the pandemic. TOURISE offers a clear path forward, focusing on resilience, inclusivity, and innovation. By adapting to shifting traveller expectations and embracing new technologies such as artificial intelligence, the industry can create opportunities that benefit both communities and the environment.
Human Voices and Vision
Minister Ahmed Al Khateeb has highlighted that tourism employs one in ten people globally and plays a critical role in economic development. He emphasised the need for the sector to innovate responsibly while being inclusive. Julia Simpson from the World Travel and Tourism Council has praised TOURISE as a catalyst for transformation, pointing out how public and private collaboration can lead to sustainable growth. Their vision underscores the human centered approach at the core of this initiative.
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