Saudi Arabia and World Economic Forum Launch ‘Beyond Tourism’ Initiative to Transform Global Travel Sector
New multi-sector programme anchored in sustainability and inclusivity sets a global agenda as Saudi tourism surges under Vision 2030
Saudi Arabia’s Ministry of Tourism, in partnership with the World Economic Forum, has announced the launch of “Beyond Tourism”, a global initiative designed to reshape the future of travel through coordination across real-estate, infrastructure, urban planning, culture and conservation.
The announcement was made on the sidelines of TOURISE, the Kingdom’s newly established global platform for tourism leadership.
The initiative brings together industry and government leaders from around the world and is underpinned by ten guiding principles aimed at ensuring that tourism growth delivers meaningful value for residents, visitors and businesses alike.
The principles include aligning market opportunities with local strengths, empowering local enterprises, investing in future-ready workforces, balancing demand with capacity and harnessing data and technology responsibly.
Tourism Minister Ahmed Al-Khateeb described the partnership as reflecting a “shared belief that the solutions we seek for tourism are solutions for humanity itself — solutions that foster understanding, create opportunity and build resilience for generations to come.” The World Economic Forum’s President Børge Brende said that by working together “Beyond Tourism will unlock the sector’s full potential — not just in economic terms but in quality jobs, vibrant places and regenerated nature.”
The launch aligns closely with Saudi Arabia’s Vision 2030 agenda, which positions tourism as a major engine of economic diversification, job creation and cultural exchange.
The Kingdom has welcomed more than 116 million visitors since the launch of the vision and is aiming for 150 million by 2030. The new initiative further signals Saudi Arabia’s ambition to not only grow visitor numbers but to lead in defining how global tourism evolves in a more sustainable, inclusive and technology-driven era.
In the next three years the ministry and the Forum will focus on building a global coalition of leaders and piloting demonstration projects across key regions to operationalise the ten-principle framework and deliver practical tools for transformative tourism development.
By placing itself at the centre of this global agenda and staging a joint initiative with the World Economic Forum, Saudi Arabia continues to assert its role as a leader in the travel and tourism sector and in broader global governance of sustainable industries.
The announcement was made on the sidelines of TOURISE, the Kingdom’s newly established global platform for tourism leadership.
The initiative brings together industry and government leaders from around the world and is underpinned by ten guiding principles aimed at ensuring that tourism growth delivers meaningful value for residents, visitors and businesses alike.
The principles include aligning market opportunities with local strengths, empowering local enterprises, investing in future-ready workforces, balancing demand with capacity and harnessing data and technology responsibly.
Tourism Minister Ahmed Al-Khateeb described the partnership as reflecting a “shared belief that the solutions we seek for tourism are solutions for humanity itself — solutions that foster understanding, create opportunity and build resilience for generations to come.” The World Economic Forum’s President Børge Brende said that by working together “Beyond Tourism will unlock the sector’s full potential — not just in economic terms but in quality jobs, vibrant places and regenerated nature.”
The launch aligns closely with Saudi Arabia’s Vision 2030 agenda, which positions tourism as a major engine of economic diversification, job creation and cultural exchange.
The Kingdom has welcomed more than 116 million visitors since the launch of the vision and is aiming for 150 million by 2030. The new initiative further signals Saudi Arabia’s ambition to not only grow visitor numbers but to lead in defining how global tourism evolves in a more sustainable, inclusive and technology-driven era.
In the next three years the ministry and the Forum will focus on building a global coalition of leaders and piloting demonstration projects across key regions to operationalise the ten-principle framework and deliver practical tools for transformative tourism development.
By placing itself at the centre of this global agenda and staging a joint initiative with the World Economic Forum, Saudi Arabia continues to assert its role as a leader in the travel and tourism sector and in broader global governance of sustainable industries.
