In every corner of Saudi Arabia today, something is being built for the future of tourism. From the red sands of AlUla to the turquoise shores of the Red Sea, the country is in motion. And now, with the launch of Saudi Arabia’s global tourism platform, that motion has a new name: TOURISE.
This platform isn’t just a local plan. It’s Saudi Arabia’s offering to the world—a global platform built to lead tourism into its next chapter. As the World Travel & Tourism Council (WTTC) forecasts a $11.7 trillion contribution from global tourism to the world economy in 2025, TOURISE puts Saudi Arabia at the center of shaping how that future unfolds.
Understanding the Global Tourism Landscape in 2025
The tourism industry is on track to support 371 million jobs worldwide by next year. It will represent 10.3% of global GDP. Visitor spending is projected to reach record highs, surpassing pre-pandemic numbers and moving into new territory.
But growth alone doesn’t answer the real questions of the industry’s future. Who sets the standards? Who makes sure growth is fair, sustainable, and inclusive? With Saudi Arabia’s global tourism platform, the Kingdom aims to lead those conversations and offer solutions.
Saudi Arabia is already ahead of its targets. It reached 100 million tourists years before the 2030 deadline and is now aiming for 150 million visitors by the end of the decade. In 2025 alone, the tourism sector is forecast to inject SAR 447.2 billion into the national economy and support 2.7 million jobs.
What TOURISE Is and Why It Matters
TOURISE is a year-round global platform created to connect tourism with investment, sustainability, and technology. It was launched by the Ministry of Tourism as a space for collaboration between governments, companies, and communities that shape the global travel experience.
The platform brings together leaders from sectors like hospitality, finance, and digital services to find common ground and push new ideas. From setting policies to unlocking investment, TOURISE is designed to make travel better, not only in Saudi Arabia but globally.
Its purpose is clear: improve how the tourism industry is governed, make it more accountable, and prepare it for the future. This aligns directly with Saudi Arabia’s Vision 2030, which sees tourism as a pillar of economic transformation.
Tourism and Vision 2030: A Shared Path
Under Vision 2030, Saudi Arabia has turned to tourism as a key driver of growth. The progress has been rapid. Beyond visitor numbers, the country has developed new tourism destinations, introduced an e-Visa program for travelers from 66 countries, and expanded infrastructure for hospitality and events.
Projects like the Red Sea Development, Qiddiya, and Amaala are helping position the Kingdom as a global destination. These are supported by platforms like Visit Saudi and digital tools like the Sarah AI assistant. Saudi Arabia’s global tourism platform fits into this landscape as a policy and coordination hub, ensuring that as physical destinations grow, the governance behind them does too.
The launch of the UN World Tourism Organization’s first regional office in Riyadh is a sign of Saudi Arabia’s rising international role in shaping tourism strategy. Saudi Arabia’s global tourism platform strengthens that role by providing structure and purpose to that leadership.
Setting Global Standards in Tourism Governance
TOURISE doesn’t operate as a traditional tourism board. It looks at the broader ecosystem of travel: technology, sustainability, business development, and education. Its goal is to help shape how to manage tourism and how to make decisions across the industry.
This includes:
- Promoting transparency in tourism planning and reporting
- Encouraging sustainable development and responsible investment
- Supporting destination readiness for changing traveler needs
- Creating frameworks that adapt to technology disruption
TOURISE is supported by an international advisory board that includes voices from tourism, entertainment, technology, and more. This reflects Saudi Arabia’s view that tourism success depends on input from diverse sectors, not just government or hospitality alone.
How TOURISE May Change Global Investment in Tourism
Investment is at the core of TOURISE. The platform will create new pathways for global investors to enter tourism markets with confidence. It would do this by:
- Reducing regulatory complexity
- Promoting ESG-aligned opportunities
- Creating clear guidelines for destination development
Saudi Arabia’s own success is a blueprint. With over SAR 447.2 billion projected from tourism in 2025 and 2.7 million jobs supported, the country is showing how tourism can be a stable economic engine. These numbers add weight to Saudi Arabia’s global tourism platform and the models it promotes.
TOURISE also highlights the importance of long-term, responsible investment. It encourages funding into sustainable destinations, cultural preservation, and digital tools that support better visitor experiences.
A New Era of Leadership in Global Tourism
Saudi Arabia has rapidly moved from being a tourism underdog to a leader. It topped the world in tourism revenue growth in 2024. The Kingdom led the G20 in international tourist arrivals and also secured global events like Expo 2030 and the FIFA World Cup 2034.
Saudi Arabia’s global tourism platform is both a reflection of this success and a tool to share it. By building the capacity to lead on issues like destination governance, investment, and technology, the Kingdom is positioning itself at the center of the global tourism conversation.
With projects in place, policies evolving, and international partnerships forming, Saudi Arabia is taking a proactive role in shaping what the next decade of travel looks like.
What This Means for Tourism Operators and Investors
Local tourism businesses in Saudi Arabia stand to benefit from better access to investment, training, and international exposure through TOURISE. The platform connects operators with experts and new digital tools. For example:
- Sarah, the AI-powered tourism assistant
- The Visit Saudi platform
- Expanded visa access through simplified e-Visa processes
For international investors, TOURISE reduces risk and provides clear frameworks. It offers a chance to be part of a country whose tourism economy is growing fast, with support at the policy and infrastructure levels.
The Involvement of Governments and Travelers
Governments from around the world would engage with TOURISE to learn, share, and shape the future of tourism in their regions. As a platform that promotes sustainability, technological adaptation, and policy alignment, it allows for global cooperation without replacing national sovereignty.
For travelers, this means better service quality, more clarity, and a smoother experience. Saudi Arabia’s global tourism platform supports digital tourism transformation, including tools that help plan trips, navigate destinations, and learn more about cultural heritage.
Looking Forward
The global tourism industry is moving toward a more connected, intelligent, and responsible model. Saudi Arabia’s global tourism platform is one of the leading efforts shaping that direction.
As Saudi Arabia grows its tourism footprint, it is also helping other nations grow theirs through better policies, stronger investments, and platforms like TOURISE that focus on cooperation instead of competition.
This is just the start. With Vision 2030 as a backdrop, the journey is long-term, and the stakes are global.
Shaping Tomorrow’s Tourism
The launch of TOURISE marks a new phase in Saudi Arabia’s tourism story. It brings together everything the Kingdom has built so far—infrastructure, technology, strategy—and offers it as a foundation for global tourism collaboration. With the global tourism economy projected to hit $11.7 trillion in 2025, TOURISE is Saudi Arabia’s answer to the question: how do we shape tourism to be better, for everyone?
Saudi Arabia’s global tourism platform is about responsibility, vision, and possibility. And in a world that travels more than ever, it matters who leads the way.
FAQs
What is Saudi Arabia’s global tourism platform?
It refers to the TOURISE platform launched to guide global tourism growth, governance, and sustainability efforts.
Why is Saudi Arabia launching TOURISE now?
With tourism contributing SAR 447.2 billion to the national economy, the Kingdom is using TOURISE to lead global conversations on travel policy and innovation.
How does TOURISE align with Vision 2030?
It strengthens tourism governance, encourages investment, and supports digital transformation as part of the Kingdom’s strategic goals.
What are the global benefits of Saudi Arabia’s tourism platform?
It promotes sustainable development, clear governance standards, and global cooperation across tourism and tech sectors.
How can others engage with Saudi Arabia’s global tourism platform?
Businesses, travelers, and governments can collaborate through TOURISE to access tools, investments, and shared tourism goals.
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This article is brought to you by Soul of Saudi — a Saudi travel blog dedicated to uncovering the heart and soul of the Kingdom.
