TOURISE 2025 has risen beyond expectations 
The TOURISE 2025 conference in Riyadh was widely regarded as a standout event compared to typical tourism and hospitality conferences in the region.
Instead of focusing only on traditional topics like destination marketing and hotel occupancy, the conference was designed as a broad, cross-sector platform that brought together tourism boards, tech startups, sustainability experts, investors, and creative industries under one umbrella.
Its impact would be measured not just by attendance numbers but also by the diversity of stakeholders involved and the scope of its goals: integrating smart-city technologies, cultural preservation, entertainment, and ecotourism into a unified vision.
Unlike other conferences that focus solely on trade-show-style exhibits and keynote speeches, TOURISE 2025 sets itself apart by combining high-level policy discussions, interactive innovation showcases, and deal-making sessions into a thoughtfully curated program.
Another aspect that distinguishes TOURISE 2025 from other events is its alignment with long-term national strategies for economic diversification and tourism growth, such as Saudi Arabia’s Vision 2030.
Another unique feature is the rotating stage, which I have not seen at any other high-profile conference. This feature added a showcase focused on experiential and immersive formats rather than traditional seating-style sessions.
TOURISE 2025 showcased not only speeches and slides but also live demonstrations of innovative destination technologies — such as AI-powered visitor guidance, augmented reality heritage tours, and digital twin models of future tourism zones.
About 100 nationalities participated in TOURISE 2025, featuring 137 top speakers and 40 MOUs, totaling $130 billion in deals and generating over 2 billion social media views.
One of the sessions that caught my attention was titled “Rides of Passage: Creating Immersive Worlds,” featuring Selim Bassoul, chairman of Six Flags Entertainment; Scott Ross, chairman of United Parks and Resorts; Ajit Mohan, chief business officer of Snap; and Mohammed Alshaya, chairman of Alshaya Group.
I enjoyed a backstage chat with Selim Bassoul, whose entertainment company will celebrate its launch in Qiddiya next month.
TOURISE 2025 is shaping up to be a significant event in the global tourism industry. Its ambition, investment signals, and strategic framing indicate it is more than just a conference — it is a platform for fundamental change.
Future editions are anticipated to set a new standard for global tourism initiatives.
I sincerely congratulate Tourism Minister Ahmed Al-Khateeb and his team for organizing such an impressive first edition of TOURISE 2025, which has surely risen beyond everyone’s expectations.
• Basil M.K. Al-Ghalayini is chairman and CEO of BMG Financial Group.
