TOURISE Summit in Riyadh: Shaping the Future of Global Tourism for the Next Half-Century

The inaugural TOURISE Summit, held in Riyadh, Saudi Arabia, from November 11 to 13, 2025, convened with the ambitious goal of charting the course for the global hospitality industry over the coming fifty years. This high-level gathering, conducted under the esteemed patronage of the Crown Prince, served as a crucial continuation of the dialogue initiated at the 26th UN Tourism General Assembly. It successfully brought together essential stakeholders from across the sector to formulate concrete, forward-looking strategies.

Opening the summit, Ahmed Al-Khateeb, the Minister of Tourism for Saudi Arabia, underscored the critical necessity for concerted efforts and convergence within the sector. He acknowledged that while international tourist flows have already surpassed peak pre-pandemic levels, the industry faces significant headwinds. These challenges include rapid technological disruption, the imperative for sustainable development practices, and persistent geo-economic instability worldwide. The event, hosted at the prestigious King Abdul-Aziz International Conference Center, provided a platform for industry titans.

Leaders from major organizations, including Expedia, the World Travel and Tourism Council (WTTC), and the European Travel Commission, engaged in robust discussions concerning the integration of cutting-edge technology. A primary focus was placed on leveraging artificial intelligence (AI) and robotics to enhance both the customer experience and the sophisticated management of global destinations. The substantive discussions were structured around four pivotal axes:

• Addressing immediate challenges

Particular emphasis was dedicated to innovative destination design and strategic investment models. The participants stressed the promotion of new sustainability frameworks designed to yield triple benefits—for the ecology, the economy, and local communities. Furthermore, a significant milestone of the summit was the official launch of the first TOURISE Awards. These awards are specifically designed to recognize and incentivize destinations that successfully meet the evolving expectations of the modern traveler.

This landmark assembly signals a powerful momentum dedicated to elevating the resilience of global tourism and fostering the growth of cognitive, enriching travel experiences. While Saudi Arabia itself demonstrates impressive dynamism—having led all G20 countries in tourism market growth throughout 2024—the broader industry is actively seeking pathways to strengthen its overall competitiveness. Ultimately, success in this new paradigm will hinge on the leadership's collective ability to transform external pressures and challenges into powerful catalysts for deeper, more responsible, and sustainable sector development.