Saudi Ministry of Tourism Announces Tourise, a Global Forum For Travel Sector Innovation

The travel industry will have a global forum to facilitate innovation and development.

May 23, 2025 - 04:20

Saudi Ministry of Tourism Announces Tourise, a Global Forum For Travel Sector Innovation

“Who lives sees, but who travels sees more,” said famous Islamic explore Ibn Battuta. A new coordinated effort launching this coming November in Saudi Arabia, combining leadership from across the global travel sector, aims to propel that mantra around the world, uniting innovators and funders across the world of travel to drive private sector leadership. Tourise, which was announced at a press conference on May 22, aims to become a leading global forum working to shape the future of travel and tourism around the globe by facilitating conversation, ideas, and collaboration among a wide variety of players.

Why the tourism industry needs a new ‘think tank’

Photo: Altug Galip /Shutterstock

Travel and tourism is on the rise globally. One factor inhibiting its growth is that governments are often slow to catch up to demand and the need for innovation. Others overlook the impact that travel can have on its economy. This year, the travel sector will contribute $11.7 trillion to the the global economy, according to the World Travel & Tourism Council. That is 10.3% of the global GDP. By 2035, it will rise to $16.5 trillion, growing from employing one in 10 people to one in eight. The idea behind Tourise to to provide a forum for this growth that facilitates conversation and action between the private sector and governments.

“Global tourism is at crossroads due to economic uncertainty,” His Excellency Ahmed Al Khateeb, head of Saudi Arabia’s Ministry of Tourism, due to “Global tariffs, the impact of climate change, workforce skills and retention. And our decision about which path to take will define its future. Today, I’m proud to announce a bold new initiative that will provide a clear path to success for the tourism sector.”

The goal of Tourise is to bring the public and private sector together to grow tourism not just in Saudi Arabia but around teh world. The program will launch in November with the first annual event taking place November 11-13. Through Tourise, Saudi Arabia aims to lead a global effort to grow the impact of tourism to offset job losses due to artificial intelligence, increase economic stability for countries that join the movement, and help businesses in the travel sector reach their full potential.

It’s a remarkable shift for Saudi Arabia, which only introduced its first international tourist visa six years ago. Now, under the direction of the Ministry of Tourism, the country is working to put travel and tourism and the forefront of its economy, currently led by efforts in the country’s northwest to develop a tourism hub around NEOM and a luxury ski resort, a high-end golf resort, and more.

“By the end of this decade, tourism in Saudi Arabia is set to employ over 3 million people, more than 17% of the whole workforce, and that is in a country with a high percentage of highly educated young people,” said Julia Simpson, President and CEO of the World Travel and Tourism Council and a board member of Tourise, at the press conference. “So it’s been a real honor to partner with the Ministry here, and to witness this achievement today.
Tourise is critical. Not just to Saudi Arabia, the region, but to the whole world. It is a perfect partner with the World Travel and Tourism Council.”

The effort will be under the direction of a global board of directors, and aims to recognize social and economic progress in tourism not just in Saudi Arabia but globally. An awards ceremony recognizing these global leaders will take place at the summit in November.

“These awards will showcase excellence, creativity, and innovation across the industry,” said His Excellency. “Setting global standards to which we can all inspire. As well as recognizing the contributions of the winners, the awards will help to share lessons and inspire others to pursue the extraordinary, not just the ordinary.”

The extraordinary, in this case, being a goal to prepare the sector for the future by allowing the industry to move faster than policy, working to shape it rather than be shaped by it, noted Jean-Philippe Coset, CEO of Tourise. This effort will include implementing AI where possible and leveraging emerging technologies to keep up with traveler tastes and demands.

“One of Tourise’s objectives is to foster key agreements and MOUs between investors, businesses, and governments,” Simpson said. “Investment and collaboration is always key if tourism is going to work.”

The forum plans to facilitate the following:

Provide a platform for communication and collaboration
Coordinate efforts between countries, governments, and businesses
Recognize destinations who go above and beyond in promoting innovation, sustainability, and other key metrics

The efforts expect to combine funding with innovative entrepreneurs to increase options for travelers ranging from lodging and guided tours to eco-tourism and experiencing cultural heritage preservation.

“Tourise will bring everyone in the industry together,” said His Excellency. “Uniting the private and public sector, and delivering positive, practical, visible, and permanent solutions. Tourise will be dynamic. It will be disruptive, and it will be defining. Through Tourise, the innovations of the future will meet experiences of the past.”

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