Switzerland Aligns with United Kingdom and More Countries as Saudi Arabia Announces TOURISE 2027 Summit in Riyadh

Switzerland is set to join a growing international tourism community as Saudi Arabia announces the TOURISE 2027 Summit in Riyadh, bringing global leaders together from March 23–25, 2027. The three-day event, held under the patronage of Crown Prince and Prime Minister Mohammed bin Salman, will centre on the theme “Alliances That Move the World.” With participation spanning tourism, technology, investment, sustainability, culture and mobility, TOURISE 2027 is designed to strengthen international partnerships and shape the future of global travel. Organisations from Switzerland, the United Kingdom and other international markets are expected to contribute to discussions on tourism’s next 50 years.

Saudi Arabia is set to bring global tourism leaders together in Riyadh for the second edition of the TOURISE Summit, with the 2027 event scheduled to take place from March 23 to 25, 2027 under the theme “Alliances That Move the World.”

Held under the patronage of His Royal Highness Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister of Saudi Arabia, the announcement was made by His Excellency Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia and Chairman of TOURISE.

The three-day summit will build on the inaugural TOURISE Summit held in November 2025 and a year of collaboration that followed. The 2027 edition is expected to place partnerships, investment and cross-sector cooperation at the centre of discussions about the future of global tourism.

Rather than focusing only on the immediate outlook for destinations and travel businesses, TOURISE 2027 will examine the partnerships and actions required to influence tourism over the next 50 years.

What Is TOURISE 2027 Expected To Focus On?

TOURISE 2027 will focus on the alliances required to address some of the biggest opportunities and challenges facing global tourism.

The summit is expected to bring together leaders from the public and private sectors, spanning tourism, technology, investment, sustainability, culture, mobility and government.

These sectors increasingly intersect as destinations seek to develop new infrastructure, attract international visitors, introduce technology and create tourism experiences that connect economic growth with sustainability and community development.

The theme, “Alliances That Move the World,” reflects the summit’s emphasis on collaboration rather than individual action. According to the organisers, the future development of tourism will depend on how effectively governments, businesses, investors and technology companies work together across markets and industries.

The three-day programme in Riyadh will therefore provide a platform for stakeholders to discuss strategic priorities while also exploring opportunities for investment and practical cooperation.

Why Is Collaboration Central To Saudi Arabia’s Tourism Strategy?

Saudi Arabia is positioning TOURISE as an international platform through which the country’s experience with tourism development can be connected to the wider global industry.

At the first TOURISE Summit in November 2025, the platform announced USD 113 billion in portfolio investments across several areas of tourism.

The investments covered hotels, integrated destinations, wellness, retail, talent development and AI-powered platforms, illustrating the scale of projects that can emerge when public-sector ambition and private-sector capital are brought together.

The 2027 summit will build on that foundation following a year of collaboration.

The organisers say the focus will be on converting shared ambitions into practical actions and partnerships. This approach places investment alongside policy, technology, infrastructure and destination development as interconnected components of tourism’s long-term evolution.

For Saudi Arabia, the summit also provides an opportunity to bring international tourism stakeholders to Riyadh and connect them with projects, companies and institutions involved in the Kingdom’s tourism transformation.

Which Global Tourism Leaders Are Confirmed For TOURISE 2027?

The first confirmed speakers for TOURISE 2027 include leaders representing organisations across hospitality, online travel, destination marketing and technology-enabled wellness.

The announced organisations include Marriott, Wego, Switzerland Tourism and Technogym.

Their participation reflects the broad range of industries expected to be represented at the summit. Hospitality companies influence accommodation and destination development, online travel businesses shape how consumers discover and book trips, tourism organisations promote destinations internationally, while technology and wellness companies are increasingly connected with changing visitor expectations.

More speakers are expected to be announced ahead of the March 2027 event.

The organisers say the confirmed organisations represent businesses and institutions helping to shape how people travel, connect, invest and experience the world.

The expanding speaker roster is expected to add perspectives from multiple parts of the global tourism value chain rather than concentrating discussions within traditional tourism categories.

Which Companies And Organisations Are Supporting TOURISE 2027?

TOURISE 2027 is supported by a growing group of partners and sponsors from Saudi Arabia’s tourism, infrastructure, technology, entertainment and destination-development ecosystem.

The announced partners and sponsors include stc, Dar Al Arkan, The Avenues, Qiddiya City, Aseer Development Authority, Saudia, Jeddah Central, Taiba, Tourism Development Fund, Red Sea Global, Almosafer and Snapchat.

Their involvement highlights the summit’s intended role as a connection point between public institutions and private companies.

The organisations span telecommunications, real estate, destinations, aviation, tourism investment, hospitality-related development, travel technology and social media.

This diversity is significant because tourism development increasingly involves infrastructure and technology beyond hotels and airlines. Digital platforms, transport networks, destination projects, investment funds and communications companies can all influence the way destinations are developed and experienced.

TOURISE is therefore positioning itself as a platform that connects stakeholders across the wider tourism economy.

What Did Ahmed Al-Khateeb Say About The Future Of Tourism?

Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia and Chairman of TOURISE, said the next phase of tourism would depend on collaboration between public and private-sector organisations.

“The future of tourism will be shaped not by any single destination, company or institution, but by the strength of the alliances we build between the public and private sector,” Al-Khateeb said.

He pointed to Saudi Arabia’s own experience as an example of what can happen when ambition, investment and partnership operate together.

“Saudi Arabia has seen firsthand what becomes possible when ambition, investment and partnership move together,” he said.

Al-Khateeb also described TOURISE as a mechanism for taking that experience to an international audience by connecting leaders across sectors and markets.

“Through TOURISE, we are taking that experience to the global stage, connecting leaders across sectors and markets to turn shared ambition into action,” he said.

He invited international stakeholders to Riyadh in March to participate in discussions about the next 50 years of tourism.

How Does The World Travel And Tourism Council View The Summit?

Gloria Guevara, President and CEO of the World Travel and Tourism Council (WTTC) and a panelist at the announcement, also highlighted the importance of international cooperation in the tourism sector.

She said the next chapter of tourism would be shaped by collaboration at a scale that has not previously been seen.

Guevara connected the TOURISE 2027 theme with the need to bring together different industries, sources of capital and ideas to address challenges and opportunities affecting destinations, businesses and communities.

“The next chapter of tourism will be defined by collaboration at a scale we have never seen before,” Guevara said.

She added that “Alliances That Move the World” represents an opportunity to connect industries, capital and ideas in ways that can support practical progress.

According to Guevara, TOURISE provides a setting where industry leaders can move beyond discussion and collaborate on solutions for the future of travel.

Her participation also reinforces the summit’s effort to engage major international tourism organisations alongside commercial businesses and government stakeholders.

Why Could Technology And Investment Feature Prominently In Riyadh?

Technology and investment are expected to remain important elements of the TOURISE agenda because both are increasingly influencing the development of tourism destinations.

The USD 113 billion in portfolio investments announced at the inaugural summit included AI-powered platforms, alongside hotels, wellness, retail, integrated destinations and talent development.

This mix demonstrates how tourism investment is expanding beyond traditional accommodation and transport infrastructure.

Artificial intelligence and digital platforms can influence areas such as travel planning, customer service, destination discovery and tourism operations. At the same time, large-scale destination development requires investment in accommodation, attractions, mobility, retail and supporting infrastructure.

TOURISE 2027 will bring these areas together with discussions around sustainability, culture and government policy.

The organisers’ focus on alliances suggests that the summit will examine how these different components can work together rather than treating technology, investment and destination development as separate areas.

How Is TOURISE Structured Globally?

TOURISE is backed by a Board of Trustees chaired by Ahmed Al-Khateeb, with global experts drawn from several areas of the tourism and wider travel economy.

The board includes expertise from online travel agencies, tour operators, hospitality, global tourism bodies, entertainment and media.

This structure reflects the summit’s stated ambition to create dialogue across different segments of the tourism industry.

The involvement of experts from both commercial and institutional organisations is also intended to support broader discussions about the future of tourism and the partnerships needed to implement new ideas.

With TOURISE 2027 scheduled for March 2027, further speakers, partners and programme details are expected to emerge as preparations continue.

What Does TOURISE 2027 Mean For The Global Tourism Industry?

TOURISE 2027 is being positioned as more than a conventional tourism conference, with its organisers placing emphasis on investment, partnerships and practical action.

The event comes as destinations, governments and tourism companies face a changing operating environment shaped by technology, evolving traveller expectations, sustainability requirements, infrastructure needs and competition for international visitors.

The summit’s focus on the next 50 years also gives the event a long-term perspective.

By bringing together tourism authorities, investors, technology companies, airlines, hospitality businesses, destination developers and international tourism organisations, TOURISE aims to create opportunities for cross-sector discussions and potential partnerships.

The first summit’s announcement of USD 113 billion in portfolio investments provides an indication of the investment dimension that organisers want to carry forward into the 2027 edition.

The new summit theme places alliances at the centre of that ambition, with the organisers arguing that cooperation between governments and businesses will be essential to turning tourism strategies into measurable projects and investments.

How Can Tourism Stakeholders Participate In TOURISE 2027?

Stakeholders interested in participating in TOURISE 2027 can submit a request for an invitation to attend the summit in Riyadh.

The organisers are inviting members of the growing global tourism community to participate in the platform and contribute to discussions about the industry’s future.

With the event scheduled for March 23-25, 2027, the summit will bring together stakeholders from across tourism and related sectors for three days of discussions centred on alliances, investment and action.

The first confirmed speakers and expanding list of partners indicate that the event is being developed around a broad international and cross-sector audience.

For Saudi Arabia, TOURISE provides an international platform to showcase its tourism ambitions and connect its rapidly developing tourism ecosystem with global companies, investors and industry organisations.

For the wider tourism sector, the 2027 summit is being framed around a central question: how can governments, businesses, investors and innovators build the partnerships needed to shape tourism over the coming decades?

The answer will be explored in Riyadh when TOURISE 2027 convenes global tourism leaders under the theme “Alliances That Move the World.”