TOURISE 2027 Sets the Stage for Its Next Chapter as Global Tourism Leaders Unite

The TOURISE 2027 Summit is moving into its next chapter with a virtual press conference bringing together senior tourism leaders from Saudi Arabia and the global travel industry. The online session is expected to provide a detailed look at the direction of the next TOURISE Summit while creating an important platform for discussion around greater collaboration across the tourism ecosystem.

The virtual press conference features His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi Arabia and Chairman of TOURISE, alongside two prominent members of the TOURISE Board of Trustees: Gloria Guevara, President & CEO of the World Travel & Tourism Council (WTTC), and Mario Enzesberger, Founder & CEO of the Liberty International Tourism Group.

The webinar is particularly significant because it brings together leaders representing different parts of the international tourism landscape. Rather than focusing on one destination, one market or one segment of the industry, the discussion is designed around the broader question of what tourism can achieve when governments, businesses, destinations and industry organisations work more closely together.

What the TOURISE virtual press conference focus on?

The virtual press conference sets the itinerary and direction for the next chapter of the 2027 TOURISE Summit, giving media and industry stakeholders an opportunity to understand what is being planned for the global tourism platform. Travel and Tour World participates in tis event and witness the creation of endless possibilities on travel industry.

The session will be followed by a panel discussion involving His Excellency Ahmed Al Khateeb, Gloria Guevara and Mario Enzesberger. The panel will explore the possibilities created when tourism moves beyond traditionally separated sectors and begins operating through stronger cross-industry collaboration.

This approach gives the event a broader significance. Tourism is connected to aviation, hospitality, technology, investment, entertainment, infrastructure, sustainability, culture and destination development. Decisions made in one part of this ecosystem can directly affect the performance of another.

The TOURISE discussion therefore arrives at a time when tourism leaders are increasingly examining how different parts of the industry can coordinate their strategies rather than operating independently.

Why are Gloria Guevara and Mario Enzesberger joining the discussion?

The participation of Gloria Guevara adds a major global tourism policy and industry perspective to the conversation. As President & CEO of the World Travel & Tourism Council, Guevara represents an organisation that works with leading private-sector businesses across the global Travel & Tourism industry.

Her participation alongside Saudi Arabia’s Minister of Tourism provides an opportunity to examine tourism from both governmental and international industry perspectives.

Mario Enzesberger, Founder & CEO of the Liberty International Tourism Group, brings another dimension to the panel through his experience in the international tourism and destination services sector.

Together, the participation of Guevara and Enzesberger demonstrates the international and cross-sector character of TOURISE. Their presence also gives the discussion a practical dimension, as the conversation can move beyond broad statements about collaboration towards the opportunities created by connecting different tourism stakeholders.

What makes the panel discussion important for global tourism?

The central theme of the panel is what becomes possible when tourism stops working in silos.

That question is increasingly relevant as destinations face a tourism environment shaped by changing traveller expectations, technological development, connectivity, investment requirements and competition between destinations.

A destination’s tourism performance is rarely determined by a single organisation. Airlines influence accessibility, hotels determine accommodation capacity, attractions shape visitor experiences, governments establish policy frameworks, technology companies influence how travellers discover and purchase experiences, while tour operators and travel companies connect destinations with international markets.

The panel can therefore provide useful insight into how these different components can work together.

For industry professionals, the discussion is expected to be particularly valuable because it places collaboration at the centre of tourism development rather than treating it as a secondary consideration.

TOURISE Awards 2027 Open Nominations as Global Destinations Compete for New Tourism Benchmark

The TOURISE Awards 2027 have officially opened for nominations, inviting the public to recognise destinations that are influencing the future of global tourism through culture, innovation, human connection and distinctive travel experiences.

The second cycle of the awards was launched on 1 September 2026, with nominations remaining open until 19 November 2026. Winners will be announced at the TOURISE Awards ceremony, held alongside the TOURISE Summit in Riyadh from 23-25 March 2027.

What are the TOURISE Awards recognising?

The TOURISE Awards are designed to highlight destinations delivering distinctive and purpose-driven experiences across the traveller journey.

Following the inaugural awards in 2025, the 2027 edition aims to recognise destinations that are helping shape tomorrow’s tourism industry. The awards focus on destinations that provide value throughout the visitor experience, respond to traveller interests and purpose, and establish new standards for how people travel, connect and engage with destinations.

The awards also place emphasis on destinations that demonstrate a clear identity, measurable impact and responsible tourism management.

Which categories are included in the 2027 awards?

Six categories will be open for nominations, covering different dimensions of the modern travel experience.

The categories are Best Arts and Culture Destination, Best Adventure Destination, Best Food and Culinary Destination, Best Shopping Destination, Best Entertainment Destination and Best Wellness Destination.

The Best Wellness Destination category is new for the 2027 edition, reflecting the growing importance of wellbeing within the international tourism landscape.

Alongside the six categories, TOURISE will present the flagship Best Overall Destination award. This honour will recognise the destination that performs strongly across the complete traveller experience and establishes a broad benchmark for destination excellence.

What makes a destination eligible?

TOURISE has established specific eligibility requirements for destinations entering the awards.

An eligible destination must have a clearly defined geographic scope, which can include a city, region or site. It must also have a distinct identity and character shaped by its culture, landscapes and attractions, influencing how travellers perceive and experience the destination.

In addition, the destination must be supported by a tourism governing body responsible for ensuring that the destination is effectively managed.

These requirements are intended to ensure that the awards focus on identifiable destinations with established tourism management structures.

How will the destinations be judged?

The TOURISE Awards will use 14 assessment criteria, covering factors including authenticity, accessibility, safety, sustainability and visitor experience.

Judges will consider what makes each nominated destination distinctive within its selected category while also assessing universal standards expected of leading tourism destinations.

Following the public nomination period, each category will produce a shortlist. The independent jury will then select one winner and two distinguished finalists in each category.

The process is designed to combine category-specific strengths with broader destination performance.

Who is judging the TOURISE Awards?

The independent jury brings together professionals from travel and tourism as well as fashion, culinary, art, retail, culture, adventure and entertainment.

The jury includes Albert Read, former Managing Director of Condé Nast; Filip Boyen, former CEO of Forbes Travel Guide; Bernold Schroeder, former CEO of Kempinski Hotels; and Fiona Jeffery, former Chair of World Travel Market and former Chair of Tourism for Tomorrow.

Other jury members include Michael Ellis, former Global Director of Michelin Guides; Omar Samra, UN Goodwill Ambassador, mountaineer and polar explorer; Renaud de Lesquen, former CEO of Givenchy and former President of Dior Americas; Lars Nittve, former Founding Director of Tate Modern; Caroline Rush, former CEO of the British Fashion Council; and Andrew Gibson, former VP of Global Well Being at Accor Hotels.

What does TOURISE say about the awards?

His Excellency Ahmed Al-Khateeb, Minister of Tourism for Saudi Arabia and Chairman of TOURISE, said the awards are intended to recognise destinations demonstrating excellence while contributing to the future development of tourism.

He highlighted innovation, sustainability and cultural authenticity alongside tourism’s wider role in economic growth, cultural exchange and community empowerment.

Albert Read, Jury Panel Chair and Category Lead, said the awards’ judging process and cross-industry jury are intended to establish a rigorous benchmark for recognising leading destinations.

He also pointed to the longer-term potential of the awards, saying the second edition provides an opportunity not only to recognise outstanding destinations but also to track their development over time.

When will the winners be announced?

The winners will be honoured at the TOURISE Awards ceremony in Riyadh on 23 March 2027, held alongside the wider TOURISE Summit, which runs from 23-25 March 2027.

Members of the public can nominate destinations through the official awards portal at awards.tourise.com until 19 November 2026.

TOURISE describes itself as a global platform focused on redefining and shaping the future of tourism. Powered by the Saudi Ministry of Tourism, its inaugural summit was held in Riyadh from 11-13 November 2025, bringing together leaders from government, business, investment, tourism and technology.

The platform operates year-round and aims to facilitate initiatives, partnerships and discussions focused on the future of the traveller economy. The 2027 TOURISE Awards form part of that wider objective by placing destinations, their visitor experiences and their long-term development at the centre of the global tourism conversation.

What can the tourism industry expect from TOURISE 2027?

The virtual session provides an early indication of the collaborative direction being pursued for the 2027 TOURISE Summit. While the press conference is focused on setting the itinerary for the next chapter, the participation of senior figures from government, global tourism leadership and the international tourism business community gives the discussion a distinctly international character.

The webinar is also very impressive in the breadth of perspectives it brings together. More importantly, it is highly insightful because the conversation is centred on a fundamental industry challenge: how tourism stakeholders can work together across traditional boundaries to create new opportunities.

The discussion is expected to be followed closely by destinations, airlines, hospitality companies, travel businesses, investors and tourism organisations looking at the future structure of the global tourism industry.

Why could collaboration become a defining theme for TOURISE?

Tourism increasingly operates as an interconnected global system. A destination cannot address connectivity, visitor demand, infrastructure, investment, sustainability and traveller experience independently of the wider tourism ecosystem.

That makes the TOURISE focus on breaking down silos particularly timely. Bringing senior leaders from different areas of the industry into one discussion creates space to examine where cooperation can generate practical outcomes.

The upcoming virtual press conference and panel consequently serve as more than a preview of an event. They provide a window into how TOURISE is positioning its next chapter around international dialogue, cross-sector engagement and shared opportunities.

With Ahmed Al Khateeb joined by Gloria Guevara and Mario Enzesberger, the webinar is set to offer media and tourism professionals a valuable opportunity to hear directly from influential industry figures about the direction of TOURISE 2027.

The session’s combination of strategic announcements, senior-level discussion and direct media participation makes it an especially insightful webinar for anyone following the development of Saudi Arabia’s tourism ambitions and the wider evolution of international Travel & Tourism. Most importantly, the emphasis on ending siloed thinking places collaboration at the heart of the conversation, giving the 2027 TOURISE Summit a clear platform from which to explore the next stage of global tourism development.