TOURISE

What TOURISE does

TOURISE is a year-round global platform operated under the Saudi Ministry of Tourism and headquartered in Riyadh, Saudi Arabia. Founded in 2025, it functions as a convening and deal-catalysis mechanism for the global tourism sector, uniting government leaders, industry executives, technology companies, and institutional investors across hospitality, aviation, travel, and adjacent verticals. The platform's centerpiece is the TOURISE Summit — an annual flagship event (inaugural edition held November 11-13, 2025, with nearly 8,000 delegates and 140+ speakers; second edition scheduled March 23-25, 2027) — supplemented by a multi-component portfolio including the TOURISE Destination Initiative (TDI) for city-level innovation, the Agentic Tourism Initiative (developed with Globant) for AI-driven travel orchestration, the TOURISE Knowledge Hub for research and white papers, the TOURISE Awards for destination recognition, and an investment platform that catalyzed USD 113 billion in announced portfolio investments at the inaugural summit.

The underlying technology centers on the Agentic Tourism Protocol, claimed to be the world's first AI framework for tourism, deploying autonomous AI agents under human oversight to orchestrate personalized, multi-modal travel experiences across five dimensions of the tourism ecosystem. Supporting AI capabilities include generative AI for personalized experiences, recommendation engines for hospitality, knowledge retrieval via the Knowledge Hub, process automation for tourism safety, and optimization frameworks demonstrated at Davos workshops. The platform also operates a mobile app and dispenses content through white papers jointly produced with Oxford Economics, The Future Laboratory, Kearny, and the Penn Institute for Urban Research.

TOURISE's business model is built on a multi-tiered sponsorship and partnership structure (Official, Main, Impact, Co-Sponsors, Media/Event Sponsors) with 25+ named enterprise sponsors including STC, Qiddiya, Dar Al Arkan, Saudia, MBC, TikTok, CNN, Globant, and Booking.com. The platform's Terms of Conditions indicate it is made available free of charge, with some services potentially subject to fees. It is not funded through traditional venture capital and is institutionally backed by the Saudi Ministry of Tourism, with H.E. Ahmed Al Khateeb (Minister of Tourism) serving as Chairman. GTM is event-driven and community-led, with primary customer segments being government tourism leaders, tourism industry executives, technology and investment leaders, and destination management organizations.

Name

TOURISE

Legal name

TOURISE (operated by Saudi Tourism Authority)

Website

https://tourise.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

TOURISE is a Saudi Ministry of Tourism-backed global platform that convenes government, industry, and technology leaders through an annual summit and year-round initiatives (Agentic Tourism Protocol, Destination Initiative, Knowledge Hub, Awards) to drive AI-enabled transformation and deal flow across the tourism sector.

Ownership category

akta.pro rank

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Summit and Event Participation: TOURISE generates engagement through its annual global summit (next scheduled March 23-25, 2027) and related events. The platform facilitates high-value deal flow and investment announcements among participants.
2. Partnership and Sponsorship Programs: TOURISE operates with official, main, impact, and co-sponsorship tiers, attracting major Saudi and international brands including STC, Qiddiya, Dar Al Arkan, Saudia, MBC, TikTok, CNN, and Globant.
3. Awards and Recognition Programs: The TOURISE Awards program recognizes destination excellence across categories including Best Overall Destination, Best Arts & Culture, Best Adventure, Best Food & Culinary, Best Shopping, and Best Entertainment.
4. Knowledge Products and Reports: TOURISE publishes white papers and insight reports through its Knowledge Hub, including research on AI transformation, economic resilience, hospitality innovation, and tourism growth strategies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

TOURISE is a year-round global platform under the Saudi Ministry of Tourism that convenes governments, businesses, investors, and innovators to reshape global tourism. Its core components are the annual TOURISE Summit (the flagship convening event), the TOURISE Destination Initiative (TDI), the Agentic Tourism Initiative (developed with Globant), the TOURISE Awards program, the TOURISE Knowledge Hub, and a deal-catalysis investment platform. The platform drives coordinated action across AI innovation, mobility, culture, and investment across the global tourism sector.

Product overview

TOURISE is a year-round global platform under the Saudi Ministry of Tourism that shapes the future of global tourism through a multi-component portfolio. The core offering is the TOURISE Summit — an annual premier global platform event — complemented by the TOURISE Destination Initiative (TDI), which drives responsible technology adoption in urban tourism safety, and the Agentic Tourism Initiative with Globant, which introduces autonomous AI agents as a new operating model for travel. The platform also includes the TOURISE Awards recognizing destination excellence across six categories, the TOURISE Knowledge Hub hosting white papers and insight reports on AI transformation, economic resilience, and cultural trends, and a deal-catalysis investment platform that has mobilized USD 113BN in portfolio investments. These components work together as an integrated ecosystem where the summit serves as the annual convening moment, the initiatives drive year-round action on AI and destination innovation, the awards set benchmarks for excellence, and the investment platform converts partnerships into capital deployment.

Differentiator

Problem solved

Functional benefit

Brands

• TOURISE Destination Initiative (TDI): Global initiative bringing together leaders from government, international organizations, academia, and private sector to transform destinations into living laboratories for tourism innovation.
• Agentic Tourism Initiative

Quantifiable outcome

• USD 113 billion in portfolio investments catalyzed at inaugural Summit
• +2 more outcomes

Named customers9 records

Segments4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered supporting, core, minor and flagship.

• University of Pennsylvania - Penn Institute for Urban ResearchsupportingStrategic or Co-development Partner · 13 November 2025Partnered on AI for Tourism Safety white paper 'Surveillance or Safety? How Cities are Rewriting Tourism' authored by Mauricio Rodas, exploring ethical and operational challenges of AI in urban tourism.
• The Future LaboratorycoreStrategic or Co-development Partner · 12 November 2025Partnership for research on AI reshaping luxury hospitality. Joint white paper 'New Codes of Luxury: Elevating the Hospitality Guest Experience with AI' released at TOURISE Summit, exploring how AI will redefine service, personalization, and luxury for global travelers.
• Together GroupsupportingStrategic or Co-development Partner · 12 November 2025Co-research partner with The Future Laboratory on luxury hospitality AI white paper, providing industry insights and expertise on hospitality transformation.
• Oxford EconomicscoreStrategic or Co-development Partner · 10 November 2025Joint white paper 'Growth Amid Uncertainty: Opportunities and Risks on the Road to 2 Billion Global Travellers' offering data-rich roadmap for navigating volatility and unlocking inclusive tourism growth.
• GlobantcoreTechnology or Integration · 23 October 2025Strategic partnership for Agentic Tourism Initiative, developing the world's first AI protocol for tourism. Joint white paper 'Tourism's AI Takeover: Reinventing Travel through Agentic Tourism' developed with strategic contribution from Kearny. The partnership focuses on creating autonomous AI agents to orchestrate seamless, regenerative journeys under human oversight.
• KearnysupportingStrategic or Co-development Partner · 23 October 2025Provided strategic contribution to the Agentic Tourism white paper developed with Globant, contributing expertise on AI transformation frameworks for the tourism operating model.
• Wild OriginsminorGTM or Marketing PartnerListed as existing partnership within Wild Origins' strategic partnership portfolio. Wild Origins is a purpose-led hospitality and lifestyle advisory platform founded by Neil Jacobs.
• Saudi Ministry of TourismflagshipStrategic or Co-development PartnerParent organization under which TOURISE operates. H.E. Ahmed Al Khateeb serves as Minister of Tourism and Chairman of TOURISE. The platform is an initiative of the Saudi Ministry of Tourism.

Scale indicators7 records

Recent moves6 records

Expansion highlights12 records

Direct peers

• Phocuswright: Phocuswright is the leading B2B travel industry research and events firm, hosting the annual Phocuswright Conference and producing industry-defining research. TOURISE competes for the same executive tourism audience and research sponsorship dollars, with Phocuswright serving as a more established, research-first alternative in the tourism intelligence space.
• World Travel & Tourism Council (WTTC): WTTC is the global tourism industry's chief convening body, producing annual economic impact research and bringing together heads of state and CEOs of the largest travel and tourism companies. TOURISE competes with WTTC for the same executive mindshare, sponsorship dollars, and agenda-setting influence on global tourism strategy.
• UN Tourism (UNWTO): The United Nations agency responsible for promoting responsible, sustainable, and universally accessible tourism. UN Tourism sets global tourism policy and standards (e.g., the Riyadh Declaration adopted at its 26th General Assembly). TOURISE operates in the same multilateral tourism space, with explicit positioning adjacent to UN Tourism events and Secretary-General Natalia Bayona as a participant.

Broad incumbents

• World Economic Forum (WEF): WEF convenes global leaders across industries (including dedicated tourism tracks) at Davos and year-round, and is explicitly referenced as TOURISE's peer convening model. WEF is broader in scope but operates the same playbook: high-attendance summits, white papers, workshops, and convening of heads of state/CEOs that TOURISE aspires to replicate for tourism specifically.

Regional players

• ITB Berlin: ITB Berlin is one of the world's largest travel trade shows, attracting tourism boards, OTAs, and hospitality brands annually. It is a comparable B2B tourism convening platform to TOURISE, but with a European/regional focus and a trade-show (rather than summit) format.
• Saudi Entertainment Ventures (SEVEN): SEVEN is Saudi Arabia's entertainment sector development company, part of the broader Saudi tourism/entertainment ecosystem alongside Qiddiya, Red Sea Global, and Diriyah. It is comparable to TOURISE in that both operate within Saudi Arabia's national tourism/entertainment strategy, though SEVEN is an operating entertainment business rather than a convening platform.

Others

• Hospitality Net: Hospitality Net is a long-running B2B hospitality industry news and intelligence platform. It overlaps with TOURISE's Knowledge Hub in providing tourism and hospitality content to industry professionals, though it lacks the convening/summit component.
• Saudi Tourism Authority: Saudi Tourism Authority (STA) is the parent operator of TOURISE per the platform's Terms and Conditions, and Saudi Arabia's national DMO promoting the country as a destination. While not a competitor (it owns TOURISE), STA is the most organizationally comparable entity — a national tourism body running destination marketing campaigns, events, and partnerships.
• Quality of Life Program (Vision 2030): Saudi Arabia's Vision 2030 Quality of Life Program is an official sponsor/partner of TOURISE ('In Association With'). It is an adjacent Saudi state entity driving tourism, cultural, and lifestyle transformation — thematically aligned and a key stakeholder in TOURISE's mandate.

Emerging players

• Skift: Skift is a B2B media and research platform focused on the travel industry, with the Skift Forum and Skift Research products. It competes with TOURISE's Knowledge Hub and Awards on the research/recognition front, and serves a similar audience of tourism executives, investors, and policymakers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TOURISEofficial
• YouTubeyoutube.com/@TOURISEofficial
• Facebookfacebook.com/TOURISEofficial
• LinkedInlinkedin.com/company/touriseofficial
• Instagraminstagram.com/touriseofficial
• TikToktiktok.com/@touriseofficial

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOURISE