Saudi Arabia launches 50-year tourism roadmap after hitting 100 million-visitor target

Saudi Arabia has unveiled TOURISE, a global tourism platform designed to chart the industry’s course for the next half-century, as the Kingdom announces it has already reached its Vision 2030 goal of 100 million annual visitors – years ahead of schedule.

According to the Kingdom of Tourism’s official figures, tourism now contributes nearly five percent of Saudi’s GDP, second only to oil production, highlighting the rapid transformation in a country that only began widely issuing tourist visas in 2019.

Saudi Arabia’s Tourism Minister Ahmed al-Khateeb officially launched the TOURISE initiative on Thursday, describing it as a platform to “plot a shared roadmap for the next 50 years of tourism.” TOURISE will be backed by an advisory board featuring executives from major industry players including Amadeus, Cirque du Soleil Entertainment Group, and Heathrow Airport.

“Tourism is one of the most dynamic, connective forces in the world’s economy, supporting one in ten jobs globally,” al-Khateeb said in a press statement. “But as the world evolves, the sector must too.”

The platform aims to attract international investment, with officials promising “unprecedented deal flow” and “high-value investment opportunities.” The initiative includes plans for year-round collaboration, white papers, and global indices focused on tourism metrics.

The first TOURISE Summit is scheduled for November 11-13, 2025, in Riyadh. The program will focus on four themes: AI-powered tourism, business models and investment, travel experience innovation, and sustainable tourism development.

World Travel & Tourism Council president Julia Simpson, who serves on the TOURISE advisory board, said:

“For this industry to evolve and reach its full potential, public-private sector collaboration is critical to the continued success of travel and tourism worldwide.”

The launch represents the next phase in Saudi Arabia’s tourism strategy, which forms a key pillar in Saudi Arabia’s Crown Prince Mohammed bin Salman’s economic diversification agenda. It was announced at the World Economic Forum (WEF) last year that in 2024 alone Saudi Arabia hit its Vision 2030 target of visitors annually.

TOURISE will also introduce an awards program highlighting achievements in sustainability, digital transformation, and cultural preservation, with nominations opening June 2 and winners to be announced at the November summit.