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

Beyond Tourism Initiative: A New Era for Travel

On November 12, 2025, the Ministry of Tourism of Saudi Arabia, in a joint venture with the World Economic Forum (WEF), introduced an ambitious initiative titled 'Beyond Tourism'. This endeavor aims to reshape the global tourism sector by promoting sustainability, inclusivity, and resilience. The announcement was made during the TOURISE conference, a global platform that encourages collaboration among public and private sector leaders in redefining the future of tourism.

The 'Beyond Tourism' initiative seeks to amalgamate various stakeholders from different sectors, including real estate, infrastructure, technology, urban planning, culture, and environmental conservation. Together, these leaders strive to advance a united plan for the future of travel. At the heart of this initiative lie ten guiding principles, crafted to ensure that tourism's expansion generates substantial and enduring value for residents, visitors, businesses, and communities alike.

According to Ahmed Al-Khateeb, the Saudi Minister of Tourism, this initiative stands as a proud representation of Saudi Arabia’s commitment to pioneering transformative changes in tourism. He remarked, "This partnership reflects our shared belief that the solutions we seek for tourism are, in fact, solutions for humanity itself — ones that foster understanding and create opportunities for resilience across generations."

The launch of 'Beyond Tourism' directly aligns with the broader objectives of Vision 2030, Saudi Arabia's strategic roadmap aiming for economic diversification and job creation, particularly through tourism. Since the inception of Vision 2030, the Kingdom has welcomed over 116 million visitors, with aspirations to achieve a target of 150 million by the year 2030.

The initiative is underpinned by the development of ten guiding principles:
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. Foster infrastructure development for shared benefits.
6. Balance tourist demand with local capacities.
7. Champion cultural heritage and connections.
8. Revitalize and safeguard natural ecosystems.
9. Enhance ecosystem resilience.
10. Utilize data and technology in a responsible manner.

In conjunction with the announcement, a global coalition comprising various leaders has been formed, with a focus on identifying and implementing key demonstration projects across important regions. Over the next three years, both the Ministry of Tourism and the WEF will emphasize fostering a diverse community, creating practical tools, and piloting innovative models of sustainable tourism. This strategic collaboration aims to redefine tourism, ensuring it remains a sector marked by connection, inclusivity, and sustainability.

In closing, Børge Brende, president of the World Economic Forum, emphasized that tourism is not just an economic asset but also an avenue for cultural exchange, stating, "Tourism is both a bridge and a ladder — connecting cultures and uplifting communities. If we engage in this endeavor collectively, 'Beyond Tourism' could unlock the sector's true potential, transcending mere GDP metrics, and contributing to quality jobs, dynamic places, and rejuvenated nature."

With the 'Beyond Tourism' initiative, Saudi Arabia is setting a global standard for tourism that prioritizes lasting benefits for both people and the planet. By fostering collaboration and harnessing innovative practices, the Kingdom is poised to lead in shaping the tourism landscape for future generations.