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Key Points

Saudi Arabia has launched TOURISE, a groundbreaking global tourism platform aimed at reshaping the industry. The initiative brings together public and private sector leaders to drive investment, sustainability, and digital transformation. It includes an advisory board, thematic working groups, and an awards program recognizing excellence in tourism. The inaugural TOURISE Summit will take place in Riyadh in November 2025.

Key Points: Saudi Arabia Launches TOURISE Global Tourism Platform

  • TOURISE unites public-private leaders for tourism innovation
  • Focuses on sustainability and digital transformation
  • Includes global awards and summit
  • Co-developed with international organizations
2 min read

Saudi Arabia's launches 'TOURISE' a global platform to redefine tourism

Saudi Arabia unveils TOURISE, a global tourism initiative fostering investment, sustainability, and digital transformation for the sector's future.

"TOURISE will be the much-needed platform to shape the future of tourism – Ahmed Al-Khateeb, Saudi Tourism Minister"

New Delhi, May 23

Saudi Arabia launched 'TOURISE' on Friday a global platform designed to shape a new horizon and plot a shared roadmap for the next 50 years of tourism.

TOURISE is defined as the first global platform to unite public and private sector leaders across tourism, technology, investment, and sustainability ecosystems. It aims to unlock the deal flows and high-value investment opportunities to reset the industry.

"Anchored by a high-level advisory board of global industry leaders, TOURISE aims to unlock unprecedented deal flow and high-value investment opportunities that will reset the industry," says a release from the Ministry of Tourism of Saudi Arabia. TOURISE is structured for year-round impact in the industry at a larger scale through digital collaboration, thematic working groups, and cross-sector partnerships focused on long-term sector transformation. This includes a series of white papers and global indices focused on tourism, sustainability, and the global economy, co-developed with leading international organizations, setting new benchmarks for the tourism sector.

"But as the world evolves, the sector must too. Whether adapting to technological disruption and changing traveller expectations, or addressing the urgent calls for sustainability and a more equitable approach to travel, TOURISE will be the much-needed platform to shape the future of tourism," Ahmed Al-Khateeb, Minister of Tourism Saudi Arabia, said at the launch of the TOURISE event.

Additionally, the inaugural TOURISE Awards were also announced to recognise and celebrate destinations across the global ecosystem. These awards aim to bring spotlight to notable achievements in sustainability, digital transformation, inclusive tourism, cultural preservation, and workforce development.

Nominations for the awards will open on June 2nd, with winners announced at the opening night of the inaugural TOURISE Summit. The inaugural TOURISE Summit will be an invite-only event to be held in Riyadh from November 11-13, 2025.

Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC) and a TOURISE Advisory Board Member noted that, "We are delighted to be a part of this global initiative and continue our long-standing collaboration across the entire tourism ecosystem... Together, we can address the challenges of today while co-creating a sustainable and innovative future for tomorrow." (ANI)

- ANI

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Reader Comments

Here are 5 authentic Indian perspective comments for the Saudi tourism initiative:
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Rajiv K.
Interesting move by Saudi Arabia! As someone who visited last year for Umrah, I can say their tourism infrastructure is world-class. Hope they consider Indian tourist needs more - easier visa processes would help. The focus on sustainability is commendable 🌿
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Priya M.
Saudi's Vision 2030 is really transforming the country! But I wonder if this platform will truly benefit developing nations like India or just serve the elite. The awards seem promising though - maybe Indian destinations like Kerala or Rajasthan could get recognition?
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Amit S.
Good initiative but execution is key. Many global platforms become talk shops. Saudi should partner with India's tourism ministry - we have so much to offer from Ayurveda tourism to heritage sites. Our PM's 'Dekho Apna Desh' campaign could synergize well with this.
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Sunita R.
As a travel agent, I welcome this! Saudi has become more tourist-friendly recently. But they need to address concerns of Indian travelers - especially vegetarian food options and modest dressing norms. The digital transformation focus is much needed in post-COVID travel industry.
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Vikram J.
Saudi investing heavily in tourism while we're still struggling with basic infrastructure at our heritage sites. Maybe we should learn from their ambitious projects like NEOM. But hope they don't lose their cultural authenticity in this modernization drive. The awards for cultural preservation are a good sign 👍

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