4,500+ leaders, 250 CEOs, 100+ countries represented, $113bn investment portfolio highlighted in Riyadh
The Ministry of Tourism and the Saudi Tourism Authority announced the global outcomes of TOURISE, the Kingdom’s new flagship platform created to redefine the future of tourism and accelerate progress towards Vision 2030’s ambition to build a thriving, future-ready tourism economy.
Guided by the vision of His Excellency Ahmed Al Khateeb, Minister of Tourism, TOURISE brought together more than 4,500 delegates, 250 CEOs, ministers from over 100 countries, and global cultural icons including Sir Richard Branson and Cristiano Ronaldo.
The summit generated unprecedented global interest, attracting 400,000+ website visits, 32 sponsors, and 19 international media partners.
We built Tourise for one reason – the world needed a place to shape the future of tourism.
HE Ahmed Al Khateeb Minister of Tourism
From 11-13 November in Riyadh, TOURISE delivered a new global benchmark for convening leaders across tourism, aviation, mobility, culture, entertainment, sustainability, hospitality, and future technologies.
A new global movement for Tourism: Key outcomes
A global summit powered by action, TOURISE delivered a series of industry-shaping commitments, including:
- 0
- major announcements
- 0
- MoUs signed
- $113bn
- USD in tourism and destination development portfolio investments highlighted
- 1,012
- meetings booked across three days
These outcomes reinforce Saudi Arabia’s position as one of the world’s fastest-growing tourism economies and a global hub for sector transformation.
A format unlike anything the industry has seen
The Innovation Zone
A destination-inspired town square where destinations and major brands, including STC, King Salman International Airport, Qiddiya, and others, showcased future-shaping ideas – with 32 global sponsors represented across the summit.
The Stages
Three world-class stages hosted 137 speakers and 67 sessions, reframing the global tourism dialogue and challenging traditional formats through cinematic design and interactive storytelling.
The Beach
Riyadh’s first beach club experience, developed with Nikki Beach, hosts DJs, performances, and networking activations with Snap Inc., TikTok, CNN, and Diriyah.
Opening Night at Qiddiya
A spectacular opening at Qiddiya set the tone for the summit, signalling the arrival of a new global era for tourism.
Knowledge and Global Collaboration
TOURISE was built in partnership with leading global institutions, featuring:
- 9 Knowledge Partners, including CNN and Globant
- 3 key global Initiatives launched, designed to deliver actionable impact and unlock new possibilities for global tourism:
- Agentic AI Initiative: Uniting industry players to co-create the world’s first Agentic Protocol for Tourism, defining how AI agents collaborate across every stage of the traveller’s journey to enable seamless interactions.
- Visa by Profile: A first-of-its-kind partnership with Visa, designed to simplify visa issuance for low-risk travellers by using financial reliability verification.
- TOURISE Destination Initiative: Bringing together city leaders, governments, innovators, academics, and international organisations to design destinations that are safe, inclusive, and resilient.
Awards Night: Excellence Recognised
A night of glamour and entertainment at the Ritz-Carlton, featuring a menu by Chef Nawal AlKhalawi and a performance by Loren Allred. Awards recognised leading destinations across six key global categories, celebrating excellence in tourism.
Imagination’s Role
Imagination worked in close partnership with the Ministry of Tourism and the Saudi Tourism Authority as a strategic, creative, and production partner, supporting the design and delivery of brand storytelling, architecture, digital platforms, AI, hospitality, and live experiences across the summit.
Patrick Reid, Group CEO of Imagination, said: “TOURISE marks a new era for tourism and for Saudi Arabia’s leadership in convening the world. Our shared ambition was to elevate tourism to its rightful place as one of the world’s most powerful forces for connection, cultural exchange, and economic opportunity. TOURISE brought together governments, NGOs, and the private sector in ways never seen before, creating the conditions for meaningful, lasting change that will shape the future of tourism.
This fresh and innovative approach was reflected in how we designed the experience: to surprise and delight, to spark new connections, and to open people’s minds to new possibilities. When decision makers, creativity, and technology meet in this way, TOURISE demonstrates how experience design can unlock progress for an entire sector.”
What comes next: A multi-year global platform
TOURISE is designed as a year-round, multi-year global movement that continues to unite industries shaping the future of tourism.
The summit will return 23-25 March 2027, before expanding to new host cities internationally.
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