Saudi Arabia has launched a 50 year tourism roadmap and a global platform called TOURISE after reaching its Vision 2030 goal of 100 million annual visitors ahead of schedule. 

Tourism now contributes almost 5% of Saudi Arabia’s GDP, second only to oil. 

TOURISE aims to provide unprecedented private-public sector deal flow and is due to hold its first summit in Riyadh in November 2025.

Launching TOURISE

The launch of TOURISE marks a pivotal moment in Saudi Arabia’s tourism strategy. The initiative was officially introduced by Ahmed Al-Khateeb, the Minister of Tourism, who emphasized the need for a collaborative approach to address the evolving challenges and opportunities within the industry. 

This platform is not merely a one-time event; it is designed to facilitate ongoing dialogue and partnership among stakeholders across the globe.

Key Objectives of TOURISE

TOURISE is built on several core objectives that aim to reshape the future of tourism. These objectives include:

Attracting Investment

One of the primary goals of TOURISE is to attract significant international investment into the Saudi tourism sector. The initiative promises unprecedented deal flow and high-value investment opportunities, which are crucial for the development of sustainable tourism infrastructure.

Fostering Innovation

Innovation is at the heart of TOURISE. The platform will facilitate the introduction of cutting-edge technologies and business models that enhance the travel experience. 

By leveraging advancements in artificial intelligence and digital solutions, TOURISE aims to create a more efficient and enjoyable travel environment.

Promoting Sustainability

Sustainability is a critical focus for TOURISE. The initiative seeks to promote environmentally friendly practices within the tourism sector, ensuring that growth does not come at the expense of the planet. 

This commitment to sustainability will be reflected in the awards program that recognizes excellence in this area.

Enhancing Travel Experiences

TOURISE aims to elevate the overall travel experience for visitors to Saudi Arabia. By focusing on customer-centric innovations and improvements, the initiative seeks to create memorable and enriching experiences for tourists.

The Inaugural TOURISE Summit

Scheduled for November 11-13, 2025, in Riyadh, the first TOURISE Summit will serve as a platform for dialogue and collaboration among industry stakeholders. The summit will focus on four key themes:

AI-Powered Tourism

The integration of artificial intelligence into the tourism sector is expected to revolutionize how travelers plan and experience their journeys. Discussions will center around innovative applications of AI that enhance personalization and efficiency in travel.

Disruptive Business Models

As the tourism landscape evolves, new business models are emerging. The summit will explore these disruptive models and their potential to reshape the industry, providing insights into how businesses can adapt to changing market dynamics.

Rebooting the Travel Experience

With changing traveler preferences, there is a need to rethink the travel experience. The summit will address how to upgrade travel offerings to meet the expectations of modern tourists, focusing on convenience, safety, and enjoyment.

Sustainable Tourism Practices

Sustainability is not just a trend; it is a necessity. The summit will highlight best practices in sustainable tourism, showcasing how the industry can contribute positively to the environment and local communities.

The TOURISE Awards Program

In addition to the summit, TOURISE will introduce an awards program that celebrates achievements in various areas of tourism. This program will recognize excellence in:

• Sustainability: Highlighting initiatives that promote eco-friendly practices.
• Digital Transformation: Acknowledging advancements in technology that enhance the travel experience.
• Cultural Preservation: Celebrating efforts to maintain and promote local heritage.
• Workforce Development: Recognizing programs that invest in human capital within the tourism sector.

Nominations for the awards will open on June 2, with winners announced during the summit, further incentivizing innovation and excellence in the industry.

The Impact of Vision 2030

Vision 2030 is a transformative plan aimed at diversifying Saudi Arabia’s economy and reducing its dependence on oil. The tourism sector plays a crucial role in this vision, contributing significantly to the national GDP and job creation.

Achievements Under Vision 2030

• Visitor Milestone: The Kingdom welcomed nearly 100 million visitors in 2024, achieving its target seven years ahead of schedule.
• Economic Contribution: Tourism now accounts for approximately 5% of Saudi Arabia’s GDP, underscoring its importance as a key economic driver.
• Job Creation: The sector supports one in ten jobs globally, highlighting its potential to foster employment opportunities within the Kingdom.

Redefining Saudi’s Tourism Landscape

The launch of TOURISE represents a bold step forward for Saudi Arabia as it seeks to redefine its tourism landscape. With a focus on investment, innovation, sustainability, and enhanced travel experiences, the initiative is set to shape the future of tourism in the Kingdom and beyond. 

As the first TOURISE Summit approaches, the world will be watching to see how Saudi Arabia leverages this opportunity to become a global leader in the tourism sector.

More Tourism Ventures by Saudi Arabia

Saudi Launch of Dalila Guide

Saudi Tourism Authority’s ‘Saudi, Welcome to Arabia’ brand has launched Dalila, an off road adventure guide available on the Visit Saudi website and app. 

Part of Saudi’s Winter Season, the Dalila guide offers personalized experiences, including hiking, rock climbing, camel trekking, and star gazing, as well as a community for adventure seekers.

“Where Winter Lights Up” Campaign

The Saudi National Tourism Brand has introduced its global campaign, “Where Winter Lights Up,” to encourage travelers to visit Riyadh, Jeddah, AlUla, and the Red Sea from October 2024 to early 2025.

Bursting with lively cultural festivals, thrilling sports events, and captivating experiences, the campaign showcases Saudi Arabia’s exceptional winter attractions, such as Riyadh Season and the AlUla Festivals.

With breathtaking scenery, a rich cultural legacy, and new upscale resorts, Saudi Arabia offers unforgettable experiences for an ideal winter getaway.

Keep Reading: Saudi Tourism Authority Launches Dalila Off Road Winter Adventures