Published on November 22, 2025
Saudi Arabia unites with the US, Mexico, UK, Spain, South Africa, UAE, and others at TOURISE Summit 2025 in Riyadh to revolutionize tourism through bold initiatives, new projects, and visionary collaborations, driving global transformation. This landmark event, set to take place in Riyadh, promises to be a defining moment in the global tourism landscape. The summit brings together the most influential players in the industry, showcasing Saudi Arabia’s commitment to shaping the future of travel and positioning itself as a central hub for innovation and sustainable growth. With nations like the US, Mexico, the UK, Spain, South Africa, and the UAE coming together, TOURISE 2025 aims to tackle the most pressing issues in tourism today—from the integration of AI and technology to sustainability and inclusivity.
At the heart of this collaboration lies a shared vision to not only redefine tourism but also unlock new opportunities through groundbreaking projects and partnerships. Saudi Arabia, under the leadership of H.E. Ahmed Al-Khateeb, Minister of Tourism, is spearheading efforts to create a tourism ecosystem that is both globally competitive and environmentally responsible. The upcoming TOURISE Summit 2025 will witness the participation of over 8,000 attendees and 160 speakers from more than 30 countries, further cementing its role as a global meeting point for thought leaders, innovators, and policymakers. The summit will bring together a diverse array of experts, including global tourism leaders and award-winning figures such as Filip Boyen (Former CEO, Forbes Travel Guide), Michael Ellis (Former Global Director, Michelin Guides), and Renaud de Lesquen (Former CEO, Givenchy). With bold initiatives and visionary collaborations on the horizon, TOURISE 2025 is set to drive a global transformation in tourism, marking the beginning of a new era in the industry.
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TOURISE is a global tourism summit organized by the Saudi Arabian Ministry of Tourism. It brings together government officials, industry leaders, and innovators to collaborate on reshaping the future of tourism. Held annually in Riyadh, the summit supports Saudi Arabia’s Vision 2030 by fostering sustainable tourism growth and positioning the country as a global tourism hub.
Hosted at the King Abdulaziz International Conference Center under the patronage of HRH Crown Prince Mohammed bin Salman, TOURISE 2025 brought together more than 8,000 participants and over 140 speakers from governments, airlines, tech giants, investors, destinations, and global institutions. Powered by Saudi Arabia’s Ministry of Tourism and the Saudi Tourism Authority, the summit immediately followed the UN Tourism General Assembly in Riyadh. For Saudi Arabia, and for everyone watching, TOURISE was more than a successful summit—it was a statement.
TOURISE is raising the bar for the tourism sector by announcing a powerful Advisory Board, made up of leaders from tourism, tech, sustainability, and beyond. Chaired by H.E. Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, this 14-member board includes visionaries from industry giants like WTTC, Amadeus, and Cirque du Soleil. Together, they will guide the strategic direction of TOURISE and the TOURISE Summit, ensuring global challenges like equity, sustainability, and innovation are at the forefront of the conversation. This collaborative powerhouse is set to shape the future of tourism like never before.
At Expo 2025 Osaka, Saudi Arabia’s pavilion became a beacon of the Kingdom’s growing global tourism appeal, attracting more than 2 million visitors. In a historic move, H.E. Ahmed Al-Khateeb invited Japan’s government and tourism leaders to attend the TOURISE Summit in Riyadh, cementing the Kingdom’s role as a global leader in tourism and innovation. With Vision 2030 driving the transformation, Saudi Arabia is positioning itself as the world’s next great tourism hub, where culture, sustainability, and cutting-edge technology come together to create unique travel experiences.
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The TOURISE Summit is already making waves, with the announcement of a massive $113BN in investments aimed at reshaping the tourism sector. This milestone represents a diverse range of investments across luxury retail, hospitality, wellness, and AI-powered platforms, with a strong emphasis on Saudi Arabia. By fostering collaboration between governments, innovators, and investors, TOURISE is unlocking the potential for new business models, creating jobs, and delivering unforgettable experiences that will define the future of tourism. This is more than an event; it’s a transformative movement for global tourism.
The TOURISE Summit 2025, set to take place from November 11–13 in Riyadh, will bring together 120+ global leaders across industries including tourism, technology, aviation, and entertainment. This high-profile event will tackle the biggest questions facing the future of tourism—from AI-powered travel experiences to sustainable destination design. With an unparalleled lineup of speakers, the summit promises to spark bold ideas and forge partnerships that will drive the industry forward. This is the place where tourism’s future will be shaped and redefined.
The TOURISE Awards 2025 were judged by an esteemed, independent panel of industry leaders, bringing together unparalleled expertise from the worlds of travel, fashion, food, and entertainment. The jury featured former executives and prominent figures from renowned organizations such as Forbes Travel Guide, Michelin Guides, Tate Modern, Condé Nast, the British Fashion Council, and more.
The panel included:
This distinguished panel’s wealth of experience ensured that the TOURISE Awards were judged with the highest level of insight and expertise.Award Category Winner Runner-ups Best Overall Destination Tokyo, Japan – Best Adventure Destination Ancash, Peru 2. Galapagos Islands, Ecuador 3. Bwindi Impenetrable National Park, Uganda Best Entertainment Destination Tokyo, Japan 2. Seoul, South Korea 3. Mexico City, Mexico Best Food & Culinary Destination Tokyo, Japan 2. London, England 3. Hong Kong, China Best Shopping Destination Paris, France 2. London, England 3. Singapore, Singapore Best Arts & Culture Destination New York, United States 2. Kyoto, Japan 3. Paris, France
TOURISE is not just another tourism event—it’s a global platform for action. Powered by Saudi Arabia’s Ministry of Tourism, TOURISE is bringing together leaders from across the public and private sectors to redefine the tourism landscape. With a focus on sustainability, AI-powered solutions, and cross-sector partnerships, TOURISE is set to lead the way in transforming the industry. The TOURISE Summit is just the beginning. This year-round platform will continue to shape how the world travels, connects, and grows, ensuring a more inclusive, resilient, and future-focused tourism ecosystem.
H.E. Ahmed Al-Khateeb is the Minister of Tourism for the Kingdom of Saudi Arabia and serves as the Chairman of TOURISE and its Advisory Board. As the first Minister of Tourism, he is spearheading efforts to open Saudi Arabia to international tourism and unlock the sector’s full social and economic potential. Under his leadership, Saudi Arabia is transforming into a major global tourism destination, aligning with the nation’s Vision 2030.
Fahd Hamidaddin, the founding CEO of the Saudi Tourism Authority (STA), holds the position of Vice Chair of TOURISE. He is a key figure in driving the Kingdom’s tourism growth, having played a central role in surpassing Saudi Arabia’s 2030 tourism targets seven years ahead of schedule. Hamidaddin has been instrumental in reshaping the Kingdom’s global tourism presence and enhancing visitor experiences. He leads STA in promoting Saudi Arabia’s rich cultural heritage and natural wonders, while also holding prominent roles in several influential organizations. These include positions on the boards of Saudi Arabian Airlines, Qiddiya Investment Company, Cruise Saudi, and the Saudi Conventions and Exhibitions General Authority. As Vice Chair of TOURISE, he advocates for sustainable growth and innovation across the global tourism ecosystem.
TOURISE’s Advisory Board also includes leaders like Jordi Carnes, former CEO of the Barcelona Tourism Board; Neil Jacobs, founder of Wild Origins; Randy Durband, CEO of the Global Sustainable Tourism Council; Patrick Andersen, CEO of CWT; and Jean-Philippe Cossé, an expert in international events. Together, these visionary figures play a pivotal role in guiding the strategic direction of TOURISE, further solidifying its position as the premier platform for transforming global tourism.
The TOURISE Summit 2025 will be held at the King Abdulaziz International Conference Center, a venue that epitomizes Saudi Arabia’s commitment to fostering innovation and collaboration within the tourism industry.
TOURISE 2025 has attracted some of the most influential leaders from across the globe in the fields of tourism, business, government, and innovation. These speakers, representing a diverse range of sectors, will share their insights and expertise at the inaugural summit in Riyadh. With their leadership, the summit promises to bring fresh perspectives on how to shape the future of global tourism, from sustainability to technology and investment.
Other International Leaders:
Multinational / Global Organizations:
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In an exclusive interview with Travel and Tour World, key figures highlighted the groundbreaking vision of the TOURISE Summit 2025. H.E. Ahmed Al-Khateeb emphasized tourism’s global elevation, while Fahd Hamidaddin stressed the importance of uniting industry leaders. Eijiro Yamakita praised the summit’s unprecedented success, drawing global attention.
“TOURISE, which is going to be the largest travel and tourism conference in the world.”
— H.E. Ahmed Al-Khateeb, Minister of Tourism, Saudi Arabia & Chairman of TOURISE Advisory Board
“Our real mandate is for tourism to rise to its rightful level and bring together all industry leaders, government entities, policymakers, and NGOs under one roof.“
— Fahd Hamidaddin, CEO, Saudi Tourism Authority
“This is a new platform for tourism. Yes, I was so amazed by how successful this event has been so far. This is the first time it has been held in Riyadh, and it has attracted attention from all over the world.“
— Eijiro Yamakita, CEO, JTB Corporation
The TOURISE Summit 2025 represents a pivotal moment in the global tourism industry. With participation from over 8,000 leaders, 160 speakers from more than 30 countries, and groundbreaking initiatives, it promises to set new benchmarks in tourism innovation, sustainability, and collaboration. Saudi Arabia’s leadership in driving this global transformation is a testament to its commitment to Vision 2030, making the Kingdom a key player in reshaping the future of travel. The summit serves as a platform for uniting industry leaders, innovators, and governments to tackle the industry’s most pressing challenges and unlock new opportunities for growth.
Saudi Arabia unites with the US, Mexico, UK, Spain, South Africa, UAE, and others at TOURISE Summit 2025 in Riyadh to revolutionize tourism through bold initiatives, new projects, and visionary collaborations, driving global transformation.
As TOURISE 2025 sets the stage for the future of tourism, its impact will resonate worldwide, fostering collaboration and innovation across borders.
(All photos are courtesy of TOURISE’s official media releases. Special thanks to TOURISE for providing the images and supporting the coverage of this groundbreaking event.)
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Tags: global summit, TOURISE 2025
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