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

Saudi Arabia and World Economic Forum Launch 'Beyond Tourism'

On November 12, 2025, the Ministry of Tourism of Saudi Arabia, in collaboration with the World Economic Forum, unveiled an ambitious initiative named ‘Beyond Tourism’. This initiative is poised to reshape the global tourism sector through focused actions in sustainability, inclusion, and resilience. The announcement took place during the TOURISE global platform event, which gathers leaders from both public and private sectors to strategize for the future of tourism.

The ‘Beyond Tourism’ initiative is pivotal in fostering a comprehensive dialogue among diverse sectors such as real estate, technology, urban planning, culture, and conservation. Its core mission is to promote a unified agenda designed to ensure that tourism not only thrives but also offers tangible benefits to residents and visitors alike. This initiative stands firmly on ten guiding principles that prioritise the creation of meaningful, sustained value across communities.

Ahmed Al-Khateeb, the Minister of Tourism of Saudi Arabia, emphasized the importance of this partnership, stating, "Saudi Arabia is proud to lead Beyond Tourism in collaboration with the World Economic Forum. This initiative reflects our shared conviction that the solutions we seek for tourism are, in essence, solutions for humanity itself — fostering understanding, creating opportunities, and building resilience for generations to come."

This endeavor aligns seamlessly with Saudi Arabia’s Vision 2030, which identifies tourism as a crucial engine for economic diversification, cultural exchange, and job creation. Since the launch of this vision, the Kingdom has welcomed over 116 million tourists, with a goal of reaching 150 million by 2030. The partnership has co-developed ten guiding principles aimed at directing initiative efforts:

1. Align market opportunities with local strengths and values
2. Enable responsible choices for evolving travelers
3. Empower local enterprise and economies
4. Invest in a future-ready workforce
5. Develop infrastructure for shared benefit
6. Balance demand with local capacity
7. Champion cultural heritage and connection
8. Revitalize and protect natural ecosystems
9. Strengthen ecosystem resilience
10. Harness data and technology responsibly

As part of this initiative, a global coalition of influential leaders will be established to spearhead demonstration projects across key regions. Over the next three years, the Ministry of Tourism and the World Economic Forum plan to cultivate a diverse community, craft practical tools, and pilot innovative sustainable tourism models.

The essence of this initiative highlights that the future of tourism is not determined by a singular entity but depends upon collective engagement to listen, innovate, and act together. The ‘Beyond Tourism’ initiative aims to redefine global tourism, making it more connected, inclusive, and sustainable—ensuring that it continues to benefit both people and the planet for years to come. This initiative stands as a testament to Saudi Arabia's commitment to advancing international collaboration in the sector, paving the way for long-lasting positive impacts in tourism and beyond.