Saudi Arabia has unveiled Tourise, a pioneering global tourism platform designed to redefine the future of the sector. More than a summit, Tourise represents a strategic vision to connect public and private stakeholders, catalyse investment, and drive innovation in a rapidly expanding tourism economy.
The announcement comes on the heels of a major milestone: Saudi Arabia reaching its Vision 2030 target of 100 million visitors, seven years ahead of schedule. With momentum building and infrastructure maturing, Tourise serves as a signal to global investors: the Kingdom's tourism revolution is well underway—and the door is open for business.
Saudi Arabia’s tourism sector is surging, fuelled by giga-projects like NEOM and Qiddiya, liberalised visa regimes, and massive government backing. This post breaks down what Tourise is, how it fits into the Kingdom’s wider Vision 2030 goals, and, crucially, what this means for foreign investors and businesses.
Backed by the Ministry of Tourism and an international advisory board, Tourise will kick off with a global summit in Riyadh this November. For companies eyeing Saudi Arabia, this platform presents tangible pathways to market entry and expansion within a booming sector.
Tourise is positioned as a year-round platform aimed at tackling systemic challenges in tourism. Its remit includes:
The initiative is chaired by Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism, with an advisory board comprising global tourism heavyweights. The inaugural Tourise 2025 summit (11–13 November in Riyadh) is expected to draw C-level executives, institutional investors, and policymakers from around the world.
Saudi Arabia has earmarked SAR 550 billion ($146.6 billion) for tourism development by 2030. Tourise is a cornerstone of this ambition, offering a structured forum for:
The tourism strategy is interwoven with economic diversification. As the sector grows to comprise 10% of GDP, business opportunities across hospitality, F&B, mobility, logistics, entertainment, and smart city tech are rapidly emerging.
For companies considering market entry into Saudi Arabia, Tourise creates:
1. Visibility: A clear window into Saudi tourism's regulatory, commercial, and innovation landscape.
2. Partnership Opportunities: Forums and Innovation Zones designed to connect local and international players.
3. Risk Mitigation: Institutional support and clarity around incentives, licensing, and compliance.
As momentum builds, those entering now stand to benefit from first-mover advantage in a sector with high barriers to entry but even higher returns.
How is Saudi Arabia growing its tourism sector?
Through mega-projects, relaxed visa policies, strategic marketing campaigns, and platforms like Tourise that promote global collaboration and innovation.
What are the benefits of investing in Saudi tourism?
Access to a high-growth market, strong government support, diversified consumer segments, and scalable entry via public-private partnerships.
What business opportunities does Saudi tourism offer?
Opportunities span hospitality, transport, entertainment, real estate, retail, and tech-driven tourism services, particularly in emerging destinations like NEOM and Diriyah.
Saudi Arabia is not just opening its doors to visitors, it's opening its economy to bold, forward-thinking businesses. Tourise marks a new chapter in that journey. For companies ready to explore, partner, and invest, the opportunity is now.
At Peninsula, we simplify the complexity of Saudi market entry. Schedule a free consultation to explore how we can support your expansion in the Kingdom’s most dynamic sector.
Alistair Paine brings 15 years of dedicated experience in Saudi market entry, guiding Fortune 500 companies and innovative scale-ups through successful establishment in the Kingdom. His expertise in Saudi company formation, licensing and market entry strategy, positions him as a leading authority and consultant in international business expansion to Saudi Arabia.
Schedule a free consultation with Alistair and the Peninsula team to understand which market entry strategy is best suited to your business setup in Saudi Arabia.
Email: Alistair@peninsulacs.com
