#Saudi Arabia #Riyadh #Tourism #World Economic Forum

Saudi Arabia's 'Beyond Tourism' Initiative

On November 13, 2025, the Saudi Arabian Tourism Ministry, in collaboration with the World Economic Forum (WEF), unveiled the 'Beyond Tourism' initiative. This groundbreaking program aims to revolutionize the global tourism sector through coordinated, measurable actions focused on sustainability, inclusivity, and resilience.

This announcement was made during TOURISE, a global platform that brings together leaders from both the public and private sectors to shape the future of tourism. Ahmed Al-Khateeb, Saudi Arabia's Minister of Tourism, emphasized the importance of this collaboration, stating that it reflects a mutual belief that the solutions sought for tourism are also solutions for humanity, fostering understanding, creating opportunities, and enhancing resilience for future generations.

Goals of 'Beyond Tourism'

The 'Beyond Tourism' initiative aims to unite key stakeholders across various sectors such as real estate, infrastructure, technology, urban planning, culture, and conservation. This collaborative effort is underpinned by 10 guiding principles designed to ensure that tourism growth provides significant and lasting benefits for residents, visitors, businesses, and communities alike.

Al-Khateeb remarked, "Saudi Arabia is proud to lead the 'Beyond Tourism' initiative in partnership with the World Economic Forum. Together, we can create a more meaningful tourism experience that benefits both the industry and society at large."

The initiative aligns with Saudi Arabia's Vision 2030, which identifies tourism as a pivotal driver for economic diversification, job creation, and cultural exchange. Since the launch of Vision 2030, the kingdom has welcomed over 116 million visitors, with a goal of reaching 150 million by 2030.

The 10 Guiding Principles

The collaboration between the World Economic Forum and the Saudi Tourism Ministry has yielded ten guiding principles for a transformative approach to tourism:

1. Aligning market opportunities with local strengths and values.
2. Empowering responsible choices for travelers with evolving needs.
3. Strengthening local businesses and economies.
4. Investing in future-ready workforce development.
5. Creating infrastructure for shared benefits.
6. Balancing demand with local capacity.
7. Promoting cultural heritage and connectivity.
8. Revitalizing and protecting natural ecosystems.
9. Enhancing resilience of ecosystems.
10. Managing data and technology responsibly.

Establishing a Global Coalition

As part of the initiative, a global coalition of leading figures has been established to identify and implement demonstration projects in key regions. For the next three years, the partnership will focus on building a diverse community, developing practical tools, and testing sustainable tourism models.

The future of tourism will not be dictated by a single country or organization but instead shaped by our collective ability to listen, innovate, and act together. 'Beyond Tourism' sets a global agenda for a more interconnected, inclusive, and sustainable tourism landscape. It reflects Saudi Arabia's central role in promoting international cooperation and ensuring that the sector delivers long-term benefits to people and the planet.

In conclusion, 'Beyond Tourism' represents a transformative vision for the future of travel, aiming not only to enhance the economic contribution of tourism but also to enrich the quality of life for local communities and preserve the environment. Through this initiative, Saudi Arabia positions itself at the forefront of global tourism innovation, striving for a comprehensive approach that benefits all stakeholders involved.