Saudi Arabia has officially launched TOURISE, a new initiative aimed at transforming the global tourism industry through innovation, sustainability, and investment. This visionary platform is designed to be a continuous engine for collaboration between public and private sectors, with the goal of creating resilient travel ecosystems worldwide.

TOURISE aims to serve as a global hub that fosters ongoing partnerships among decision-makers and stakeholders across various sectors, including tourism, finance, mobility, and emerging technologies. The initiative seeks to facilitate proactive collaboration that emphasizes technological advancement and a commitment to long-term environmental and economic objectives.

Key strategic directions for TOURISE include promoting innovation by developing advanced tools to improve the travel experience, driving sustainability by aligning tourism with international environmental goals, stimulating investment in infrastructure and digital solutions, and enhancing cooperation among global leaders to address industry challenges and share best practices.

The inaugural TOURISE Summit will take place in Riyadh from November 11 to 13, 2025. This event will gather top professionals and thought leaders from around the world, focusing on four main themes: AI-Powered Tourism, which will explore how artificial intelligence is enhancing customer service and personalization; Disruptive Business Models and Investment Strategies, which will highlight innovative financial pathways in tourism; Reimagining the Travel Experience, focusing on evolving traveler expectations; and Tourism and Sustainable Development, which will address the balance between tourism growth and environmental preservation.

A notable feature of the summit will be the Innovation Zone, where companies, particularly small and medium enterprises (SMEs), can showcase advancements in areas such as AI and sustainability. This zone aims to encourage networking and the adoption of pioneering travel technologies.

The establishment of TOURISE is not just a national initiative; it also represents a global call to action as Saudi Arabia pursues its Vision 2030 goals. The platform is designed to enhance economic diversification and respond to challenges facing global tourism. It emphasizes interconnectivity, encouraging local and global tourism initiatives to operate within a synergistic framework that benefits all stakeholders, from governments to grassroots operators.

For travelers, TOURISE promises a future of more seamless journeys and curated experiences, while also ensuring responsible tourism impacts on destinations. The anticipated integration of AI and digital platforms is expected to make travel not only more efficient but also more personalized and accessible.

For investors, TOURISE offers a structured environment to identify promising ventures, particularly in underserved markets and technology-driven sectors. As tourism recovers from global disruptions, the platform is positioned to support both profitability and positive social impact.

By prioritizing innovation, resilience, and inclusivity, TOURISE sets the stage for a new standard in global tourism. It encourages industry players to focus on long-term systems that can endure economic and ecological challenges while promoting social good through cultural preservation and local economic support.

As the tourism industry evolves amid rapid technological changes and rising environmental awareness, TOURISE is expected to play a crucial role in shaping a sustainable and inclusive future. The Riyadh summit is anticipated to catalyze further dialogue and commitment, uniting experts to forge a connected future for tourism.

Ultimately, TOURISE highlights the importance of tourism in global development and the necessity for a collaborative framework to navigate its complexities. With Saudi Arabia leading this initiative, the platform is poised to influence policies, business strategies, and travel experiences for years to come.