Saudi Arabia has officially launched a bold new chapter for global tourism with the inauguration of TOURISE, a premier global platform dedicated to shaping the future of the travel industry. Opened by H.E. Ahmed Al Khateeb, Minister of Tourism of Saudi Arabia and Chairman of TOURISE, the initiative aims to rewrite the rules of travel by bringing together ministers, delegates, and visionaries from around the world.
A Platform for Action
Taking place from November 11–13, 2025, in Riyadh, the inaugural TOURISE Summit is positioned to transform competition into partnership, optimize investment, and break down silos to unlock collective growth. During his opening speech, H.E. Ahmed Al Khateeb emphasized the pivotal moment for the industry, which has rebounded to historic highs while facing unprecedented challenges like technological disruption and the need for greater sustainability.
H.E. Al Khateeb noted that TOURISE has emerged at a crucial inflection point. “TOURISE is more than an event, it is a platform for action where we will solve for the challenges all together that have long limited tourism’s full potential among them are challenges in skills, investment, infrastructure, sustainability, and digital transformation.”
“We are not here just to discuss ideas. We are here to act. That is why TOURISE exists.”
Global Leaders Converge in Riyadh
Underscoring its global significance, the three-day summit will host a high-level programme featuring leaders from across diverse industries. The speaker lineup includes Ariane Gorin, CEO of Expedia; Sébastien Bazin, CEO of Accor; Paul Griffiths, CEO of Dubai Airports; Luis Maroto, CEO of Amadeus; and Steve Hafner, co-founder and CEO of Kayak.com, among many others.
This diverse gathering highlights TOURISE’s goal of fostering unconventional collaborations to drive new business models, enhance traveler experiences, and reshape investment strategies in the tourism sector.
Defining the Future of Travel
The summit’s agenda will tackle the defining questions of travel’s future, from AI-driven experiences and frictionless borders to sustainable destination design and the competition for tomorrow’s travelers. Through ministerial dialogues, boardroom discussions, innovation showcases, and main-stage sessions, the event aims to transform visionary ideas into tangible, actionable solutions.
The inaugural TOURISE Awards will also be presented during the event, honoring destinations that exemplify excellence and meet the evolving expectations of modern travelers.
About TOURISE
Powered by the Saudi Ministry of Tourism, TOURISE is a year-round, global platform designed to shape the future of the global tourism industry. Extending beyond its annual summit in Riyadh, it aims to foster cross-sector collaboration, partnerships, and innovation to transform visionary ideas into real-world impact and catalyze initiatives that will define the next 50 years of global tourism.
Source: Gulf Business
