Saudi Arabia and World Economic Forum launch ‘Beyond Tourism’ to drive global transformation - Get updated on what's happening in tourism!

The initiative was announced in Riyadh on the sidelines of TOURISE, where public- and private-sector leaders gathered to shape the next era of tourism.

A shared agenda for long-term impact

Beyond Tourism brings together leaders across real estate, infrastructure, technology, urban planning, culture and conservation to work toward a common vision for the future of travel. The program is built around 10 guiding principles intended to ensure that tourism growth creates lasting value for residents, visitors, businesses and communities.

Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb highlighted the initiative as a reflection of shared global responsibility:

“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 initiative supports Vision 2030, which positions tourism as a key pillar of economic diversification and cultural exchange. Since the program’s launch, Saudi Arabia has welcomed more than 116 million visitors and aims to reach 150 million by 2030.

Principles for transformative tourism

Developed jointly by the Ministry of Tourism and the World Economic Forum, the ten principles call for:

·         Aligning market opportunities with local strengths

·         Enabling responsible choices for evolving travellers

·         Empowering local enterprise

·         Investing in future-ready workforces

·         Developing infrastructure with shared benefits

·         Balancing demand with local capacity

·         Championing cultural heritage

·         Revitalizing and protecting natural ecosystems

·         Strengthening ecosystem resilience

·         Harnessing data and technology responsibly

Børge Brende, President of the World Economic Forum, emphasized tourism’s broader social role:

“Tourism is both a bridge and a ladder — connecting cultures and lifting communities. If we do this together, Beyond Tourism will unlock the sector’s full potential — in quality jobs, vibrant places, and regenerated nature.”

Global coalition and next steps

A global coalition of leaders has been formed to drive demonstration projects in key regions. Over the next three years, the Ministry of Tourism and the World Economic Forum will focus on building a diverse community, creating practical tools and piloting innovative, sustainable tourism models.

Beyond Tourism sets out a shared global roadmap for a more connected, inclusive and environmentally responsible tourism sector — underscoring Saudi Arabia’s role in advancing international cooperation and long-term value creation for people and the planet.

Image Credit: © Ministry of Tourism of Saudi Arabia