Saudi Arabia Unveils TOURISE to Reshape Global Tourism Landscape

Saudi Arabia has launched TOURISE, a global tourism platform designed to unite public and private sector leaders in tourism, investment, and sustainability. The initiative was officially introduced on May 22 by Minister of Tourism Ahmed Al Khateeb, aiming to establish a shared roadmap for the next 50 years of the tourism industry.

TOURISE is anchored by a high-level advisory board comprising global industry leaders. The platform seeks to unlock significant investment opportunities and facilitate unprecedented deal flows, positioning itself as a catalyst for resetting the tourism sector. By convening a dynamic cross-section of industry giants, TOURISE aspires to foster collaboration and innovation across the tourism ecosystem.

The launch of TOURISE aligns with Saudi Arabia's broader Vision 2030 strategy, which emphasizes economic diversification and the development of the tourism sector. The Kingdom has already surpassed its initial target of welcoming 100 million tourists by 2030, achieving this milestone seven years ahead of schedule. The revised goal now stands at attracting 150 million visitors annually by the end of the decade.

To support this ambitious vision, Saudi Arabia has committed substantial investments in tourism infrastructure. The Hospitality Investment Enablers program, a key component of the Tourism Investment Enablers Program , plans to inject up to SAR 42 billion into the hospitality sector across key destinations. This initiative is expected to create 120,000 new jobs by 2030 and significantly expand the Kingdom's accommodation capacity.

Sustainability remains a central focus of Saudi Arabia's tourism agenda. Projects like The Red Sea and the greening of AlUla exemplify the Kingdom's commitment to environmentally conscious development. These initiatives incorporate renewable energy integration, water desalination, and reforestation efforts, aiming to balance tourism growth with ecological preservation.

In addition to infrastructure and sustainability efforts, Saudi Arabia is investing in human capital development. The Kingdom has allocated $100 million for skills development and training programs within the tourism sector, with a particular emphasis on empowering women and youth. Over 50,000 training opportunities have been earmarked for women, reflecting the Kingdom's dedication to making tourism a driver of social change.

Technological innovation also plays a significant role in Saudi Arabia's tourism transformation. The Saudi Tourism Authority is developing a digital infrastructure to provide seamless, visitor-centered travel experiences. This includes piloting artificial intelligence–based digital-identity solutions that offer tourists real-time, customized recommendations on activities, accommodations, and dining options.

At international forums such as the G20 Tourism Ministers' Meeting in Brazil, Minister Al Khateeb has reiterated Saudi Arabia's commitment to sustainable tourism and cultural exchange. He emphasized that bolstering the tourism sector not only contributes to economic growth but also fosters global cultural connectivity.