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IN BRIEF
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The global tourism sector is committing to a profound transformation, driven by the need to address unprecedented economic, environmental, and social challenges. In this rapidly changing context, a strategic international initiative, named TOURISE, aims to redefine the contours of travel for the next fifty years. This new space for reflection and action, promoted by the Saudi Ministry of Tourism, unites leaders, innovators, decision-makers, and creators around a common roadmap, oriented towards the adoption of sustainable, inclusive, and technologically advanced practices. The article explores how TOURISE embodies this revolution, from its multidimensional approach to its ability to foster a dynamic of global cooperation.
A New Era for Global Tourism
In a context where economic tensions, environmental challenges, and societal expectations are redefining the travel industry, the global tourism sector must reinvent itself. The launch of the TOURISE initiative last May marks the beginning of an unprecedented era. It encourages industry stakeholders to work together to develop a collective long-term vision, addressing contemporary issues and anticipating future changes. This foundational approach comes at a time when international mobility is still feeling the effects of the health crisis, and movements such as the anti-tourism protests in Europe reflect a questioning of certain models.
An International Summit Driving Innovation
The first TOURISE summit will take place in Riyadh from November 11 to 13, 2025, bringing together 200 key figures from the industry: politicians, investors, business leaders, and innovation specialists. Unique in its hybrid model, it combines the strength of a physical event with the accessibility of a digital platform available year-round. This hybrid configuration enhances inclusivity and the scope of exchanges, fostering the emergence of disruptive initiatives, investments in innovative economic models, and the integration of new technologies like artificial intelligence for the industry.
The Four Pillars of Transformation
TOURISE structures its approach around four strategic axes. The first, innovation and technology, focuses on developing advanced digital solutions and new tools to optimize customer experience and the management of tourist flows. The second axis is traveler experience and cultural connectivity, where the personalization of offers and the enhancement of local narratives are essential for a fairer and more authentic tourism. The third pillar, environmental and societal impact, aims to integrate ecological responsibility into every initiative, following the example of approaches such as the temporary closure of the Faroe Islands for their preservation or the vehicle restrictions in Ibiza. Finally, the dimension of international leadership enhances cooperation by promoting the sharing of public policies and the emergence of structuring investments at a global scale.
The Emergence of Tourism Diplomacy
The challenge of this tourism revolution also relies on creating a new sector diplomacy, in which ministries, agencies, startups, large companies, and cultural institutions come together. All are invited to imagine and build together concrete and agile responses to shared issues. Thus, examples of collaboration are emerging, like the Franco-Spanish partnerships in Béarn and Aragon. The summit in November, through the presentation of the TOURISE Awards, will reward the excellence of destinations that manage to combine innovation, inclusion, and cultural attractiveness, supported by both the public and industry professionals.
An Inclusive Process Open to All
TOURISE is not just aimed at political or economic decision-makers: the platform seeks to reflect an international community, open to experts, entrepreneurs, students, destination managers, or local project leaders. Everyone can propose destinations for the TOURISE Awards, share their ideas, or engage around issues of innovation, customer experience, impact, and cooperation. This desire for collective participation is evidenced by the establishment of co-creation initiatives, prospective publications, and local events aimed at energizing the tourism ecosystem, reminiscent of the wave of optimism observed in territories like Gers.
Towards Meaningful and Transformative Tourism
Through this revolution driven by TOURISE, travel becomes a vector of meaning, progress, and global transformation. Award-winning destinations will be recognized not only for their attractiveness but also for their ability to reinvent the tourist experience, integrate technology without forgetting the human aspect, and combine growth with responsibility. This dynamic marks a new chapter in global tourism: that of a collaborative, innovative industry aware of its central role in reshaping global balances.
