#Saudi Arabia #Riyadh #World Economic Forum #Beyond Tourism

The Launch of Beyond Tourism Initiative

On November 13, 2025, the Ministry of Tourism of Saudi Arabia made a significant announcement in collaboration with the World Economic Forum (WEF). They unveiled the "Beyond Tourism" initiative, designed to redefine the global travel and tourism landscape. This initiative aims to foster transformational growth in the tourism sector through coordinated efforts that emphasize sustainability, inclusion, and resilience. The announcement occurred during the TOURISE event, a global platform gathering public and private sector leaders to discuss the future of tourism.

A Unified Approach to Tourism

The Beyond Tourism initiative aims to unite leaders from various sectors such as real estate, infrastructure, technology, urban planning, culture, and conservation. The primary objective is to create a shared agenda for the future of travel through ten guiding principles. These principles will ensure that tourism growth brings significant and sustainable value to residents, visitors, businesses, and communities alike.

Minister of Tourism Ahmed Al-Khateeb expressed pride in leading this initiative. He emphasized, "This partnership reflects our shared belief that the solutions we seek for tourism are solutions for humanity itself—solutions that promote understanding, create opportunities, and enhance resilience for future generations."

The timing of the Beyond Tourism initiative aligns with Saudi Arabia's Vision 2030, which positions tourism as a core driver of economic diversification, job creation, and cultural exchange. Since the launch of Vision 2030, the country has welcomed over 116 million visitors and aims to reach 150 million by 2030.

Ten Guiding Principles

Working collaboratively, the WEF and the Ministry of Tourism have developed ten guiding principles for the Beyond Tourism initiative:

1. Align market opportunities with local strengths and values.
2. Enable evolving travelers to make responsible choices.
3. Strengthen local businesses and economies.
4. Invest in a future-ready workforce.
5. Develop infrastructure for shared benefits.
6. Balance demand with local capacities.
7. Advocate for cultural heritage and connections.
8. Revitalize and protect natural ecosystems.
9. Enhance ecosystem resilience.
10. Utilize data and technology responsibly.

These principles aim to create a framework that not only promotes the economic benefits of tourism but also safeguards cultural and environmental integrity.

A Global Coalition for Action

As part of the Beyond Tourism initiative, a global coalition of leaders will be established to identify and execute demonstration projects in key regions. Over the next three years, the Ministry of Tourism and the WEF will focus on building a diverse community, developing practical tools, and piloting sustainable tourism models. Børge Brende, president of the WEF, emphasized the importance of collaboration, stating, "Tourism is both a bridge and a ladder connecting cultures and uplifting communities. If we succeed together, the Beyond Tourism initiative will unlock the full potential of the sector, not just in terms of GDP, but in quality jobs, vibrant destinations, and restored nature."

A Vision for the Future

The future of tourism is set to be shaped not by individual countries or organizations, but by our collective capacity to listen, innovate, and act together. The Beyond Tourism initiative lays out a global program for tourism that is more connected, inclusive, and sustainable. It reflects Saudi Arabia's central role in fostering international collaboration and ensuring that the sector offers long-term benefits for people and the planet. Through this groundbreaking initiative, the Kingdom of Saudi Arabia is paving the way for a transformative era in the global tourism industry.