On November 14, Ministry of Tourism of Saudi Arabia and the World Economic Forum jointly announced the launch of the “Beyond Tourism” initiative in Riyadh. Officially unveiled during the TOURISE global platform, this initiative aims to reshape the global tourism landscape through coordinated action across three core areas: sustainability, inclusivity, and resilience.
This cross-sector initiative brings together industry leaders from real estate, infrastructure, technology, urban planning, culture, and conservation to advance a shared agenda for future travel. Built upon ten guiding principles, the initiative prioritizes: aligning market opportunities with local strengths, empowering local economies, investing in future-ready workforces, celebrating cultural heritage, revitalizing ecosystems, and responsibly leveraging technology. These efforts ensure tourism creates enduring value for residents, visitors, businesses, and communities.
Saudi Arabia's Minister of Tourism Ahmed Al-Khateeb stated that this collaboration stems from a shared conviction: solutions explored for tourism are inherently solutions explored for humanity. They will foster understanding, create opportunities, and build resilience for future generations. World Economic Forum President Børge Brende added that tourism serves as both a bridge connecting cultures and a ladder revitalizing communities. This initiative will unlock the industry's full potential, driving not only economic growth but also creating quality jobs and advancing ecological restoration.
The “Beyond Tourism” initiative aligns closely with Saudi Arabia's Vision 2030. Since the vision's launch, Saudi Arabia has welcomed over 116 million visitors and aims to increase this number to 150 million by 2030. Tourism has been positioned as a key driver for economic diversification, job creation, and cultural exchange.
Under the plan, over the next three years, the Saudi Ministry of Tourism and the World Economic Forum will establish a Global Leaders Alliance. This alliance will focus on developing pilot projects in key regions, prioritizing the construction of diverse communities, the development of practical tools, and the testing of sustainable tourism models. This series of initiatives marks a shift in the global tourism industry from traditional development models toward a new paradigm that is more interconnected, inclusive, and sustainable. It demonstrates Saudi Arabia's proactive role in fostering international cooperation and leading the industry's transformation.
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
