Under HRH the Crown Prince's Patronage: Inaugural TOURISE Summit Opens in Riyadh to Shape Global Tourism's Future

Riyadh, November 11, 2025, SPA -- Under the patronage of His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, the inaugural TOURISE Summit opened today in Riyadh under the theme “The Giant Step Into the Future”, and will run until November 13 at the King Abdulaziz International Conference Center. The event brings together leading global leaders, decision-makers, innovators, and visionaries in the tourism sector.
The first edition of TOURISE—held immediately after the 26th session of the UN Tourism General Assembly hosted by the Kingdom—aims to turn bold ideas into practical solutions and launch transformative initiatives that will shape the global tourism sector over the next 50 years. It seeks to reimagine collaborative ways that strengthen interactions among tourism-related sectors, discover opportunities where competitors become partners, enhance investment efficiency, and unify cross-sector efforts to foster cooperation and integration.

In his opening address, Minister of Tourism and Chairman of TOURISE Ahmed Al-Khateeb said: “TOURISE is not just an event; it is a joint action platform through which we will address the challenges that have long constrained tourism’s full potential, including skills, investment, infrastructure, sustainability, and digital transformation.”

He added: “Through this platform, we will work hand in hand to deliver the best outcomes for everyone: attractive returns for investors; accessible destinations and quality experiences at affordable prices for travelers; and job creation and greater prosperity for local communities as travel demand increases. We are here not only to exchange ideas, but to turn them into real actions that make a tangible difference—and that is why TOURISE exists.”

TOURISE features broad regional and international participation, drawing more than 140 international speakers from among global leaders, decision-makers, innovators, and pioneers in the tourism sector, including: including CEO of Expedia Ariane Gorin; Founder of onepoint5 Ambassador Patricia Espinosa; Interim CEO of the World Travel and Tourism Council Gloria Guevara; Incoming Secretary General of UN Tourism Shaikha Nasser Al Nowais; CEO of Amadeus Luis Maroto; Mayor of Miami Francis Suarez; CEO of Dubai Airports Paul Griffiths; Co-Founder and Owner of Nikki Beach Lucia Penrod; CEO of Accor Sébastien Bazin; CEO of the European Travel Commission (ETC) Eduardo Santander; Founder of Nvisible Productions Harvey Goldsmith CBE; CEO of Heathrow Airport Thomas Woldbye; and Co-Founder and CEO of Kayak.com Steve Hafner.

The event's agenda reflects the diversity of sectors brought together under one umbrella to spark dialogues and build unprecedented partnerships. This diversity embodies the convergence of sectors that rarely intersect, opening avenues for international cooperation that transcend traditional boundaries. These partnerships drive the creation of modern business models, improved traveler experiences, more sustainable destinations, and investment strategies that can only emerge from a unique, multi-sector platform like TOURISE.

TOURISE features more than 40 panel discussions and more than 15 workshops across four main tracks: addressing challenges, investing in growth opportunities, catalyzing major investments, and developing future policies. Sessions also explore priority topics aligned with the rapid transformations in global tourism, including artificial intelligence (AI) in tourism, bold investment models, renewed travel experiences, and tourism that balances people and planet.
The inaugural edition focuses on five pivotal future aspirations that will reshape travel: innovative technology; borders and bridges; the race to attract the next generation of tourists; the tourism experience—creating real value through experiences; and designing the destinations of the future.

During day one, the summit announced the winners of the 2025 TOURISE Awards, a global initiative that honors leading destinations in building cultural bridges and offering exceptional, memorable experiences. The awards include five main categories: Arts and Culture, Adventure, Food and Culinary, Shopping, and Entertainment. Twelve global destinations reached the final stage, redefining the future of global tourism and proving their ability to deliver rich and inspiring experiences that transcend the traditional concept of travel.