A New Era for Global Tourism: Saudi Arabia’s TOURISE Initiative and the Rise of All-Inclusive Travel

TOURISE: A Bold Vision for the Future of Travel

The global tourism industry is entering a transformative phase. Despite ongoing economic uncertainties, reduced global mobility, and heightened environmental challenges in the post-COVID landscape, a new initiative known as TOURISE promises to reshape the way the world thinks about travel. Unveiled on 22 May 2025, TOURISE is led by Saudi Arabia’s Ministry of Tourism and presents itself as a collaborative platform designed to redefine the future of tourism over the next fifty years.

TOURISE’s flagship event will be held from 11 to 13 November 2025 in Riyadh. The summit will gather around 200 key players from the tourism sector, including political leaders, industry executives, and global investors. Combining physical exclusivity with digital accessibility, the platform will remain active year-round, offering continuous access to insights, discussions, and curated experiences. Through this hybrid format, TOURISE aims to become a driving force for sustainable, innovative, and inclusive change in the tourism space.

Core Pillars of Transformation

TOURISE is structured around four fundamental pillars. The first focuses on innovation and technology, highlighting the integration of artificial intelligence, new economic models, and tools for managing visitor flows. The second revolves around the traveller experience and cultural connectivity, placing emphasis on personalisation, accessibility, and amplifying local narratives.

Equally central is the platform’s environmental and social vision, aiming to harmonise growth with sustainability and responsible tourism practices. Lastly, TOURISE seeks to establish itself as a hub for global tourism leadership, where international alliances are formed, public policies are shared, and future-focused investments take shape.

A New Diplomatic Framework for Tourism

According to Saudi Tourism Minister Ahmed Al Khateeb, “TOURISE will bring the right people together, ask the right questions, and offer real solutions.” The initiative seeks to unite a broad coalition—ranging from national tourism ministries and international agencies to startups, established corporations, young talents, and cultural institutions. The goal: to foster a new paradigm based on cooperation, measurable impact, and agility.

One of the key highlights of the November summit will be the inaugural TOURISE Awards, celebrating destinations that exemplify excellence in innovation, inclusivity, and cultural appeal. Judged by an independent international panel—including names like Michael Ellis (formerly of Michelin), Fiona Jeffery (WTM), and Caroline Rush (British Fashion Council)—the awards span six categories: Best Entertainment Destination, Best Arts & Culture Destination, Best Adventure Destination, Best Culinary Destination, Best Shopping Destination, and Best Overall Destination.

Nominations are open until 9 July 2025 via the TOURISE website, with input encouraged from the public, travel professionals, and international tourism bodies. Winners will be revealed at the November summit.

All-Inclusive Holidays Surge Post-COVID

While the future of global tourism is being reshaped by initiatives like TOURISE, another trend has been thriving since the pandemic: the resurgence of all-inclusive holidays. These packages, which include transport, accommodation, meals, and entertainment, are proving increasingly popular with travellers seeking ease, value, and predictability.

Originally popularised by Club Med in the 1950s, all-inclusive holidays have witnessed a dramatic comeback. According to Expedia, searches for all-inclusive resorts have surged by 70% since 2019. At Lidl Voyages, such packages now account for 40–50% of sales, with a notable spike to 63% in 2024 alone.

What makes them so attractive? For many, the appeal lies in their budget-friendly nature—everything is paid upfront, making financial planning straightforward. Additionally, these packages eliminate much of the stress that comes with travel planning. In the event of delays or cancellations, the organiser typically handles all rescheduling and logistics, providing peace of mind to travellers. Families, in particular, find them convenient, as children can enjoy on-site activities while parents relax.

The Future of Travel: Innovation Meets Simplicity

Whether through ambitious global platforms like TOURISE or the increasing popularity of streamlined all-inclusive packages, tourism is entering a phase of reinvention. As the industry adapts to new consumer expectations and global realities, the focus is clearly shifting towards creating more meaningful, sustainable, and accessible travel experiences for everyone.