The inaugural TOURISE summit, held in Riyadh from November 10 to 12, 2025, has laid out a transformative vision for the future of the tourism industry. Gathering ministers, investors, and innovators, the event sought to address the challenges and opportunities that lie ahead for a sector poised for sustained growth. Central to the discussions was the recognition that mere growth is insufficient; the industry must adapt to evolving expectations and responsibilities.
A significant focus at TOURISE was the idea of tourism as a connector, intertwining various facets of daily life. Speakers emphasized the need for the industry to respond to changing public demands, particularly regarding personalized experiences, digital-first products, and a demonstrated sense of responsibility. The growing expectation for community-focused experiences led to the concept of “destination-centric” planning, where the needs of residents are prioritized alongside those of visitors. This approach aims to ensure that tourism benefits both locals and tourists alike.
Investment Commitments Signal Future Growth
The summit’s potential impact was underscored by the announcement of tourism-related investment portfolios totaling USD 113 billion. These investments, which encompass luxury retail, next-generation hotels, integrated destination projects, and AI platforms, are designed to enhance the travel experience while creating thousands of new jobs. His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of TOURISE, described the summit as a catalyst for forging partnerships among investors, policymakers, and innovators, transforming visionary concepts into actionable plans.
In addition to substantial financial commitments, TOURISE introduced new frameworks to guide the responsible use of technology in tourism. The TOURISE Destination Initiative (TDI) aims to treat cities as “living laboratories” for responsible tourism, with its first project focusing on AI for Tourism Safety. This initiative seeks to bridge gaps in policy and governance by providing practical guidance for ethical AI adoption.
Awarding Excellence and Fostering Innovation
The summit also celebrated outstanding contributions within the sector through the inaugural TOURISE Awards. An expert jury comprising leaders from renowned organizations such as Michelin and Forbes Travel Guide recognized destinations that exemplify TOURISE’s vision for future travel. Tokyo triumphed by winning the titles of Best Overall Destination, Best Food and Culinary Destination, and Best Entertainment Destination, commended for its ability to blend consistency with innovation.
New York earned the title of Best Arts and Culture Destination, while Ancash in Peru was recognized as the Best Adventure Destination for its breathtaking Andean trails. These awards reinforce a core principle of TOURISE, articulated by HRH Prince Turki bin Talal, Co-Chair of the TDI: “If a city works for its people, it will work for its guests.”
The future of TOURISE will ultimately depend on its legacy, measured by the successful implementation of the deals made and the standards adopted. The summit has initiated critical conversations about the future of travel and has begun translating shared ambitions into actionable solutions. As the tourism landscape evolves, TOURISE stands as a promising blueprint for an industry that seeks to thrive responsibly and sustainably in the coming decades.
