The inaugural TOURISE Summit in Riyadh has closed the books on an extraordinary week, cementing its position as the premier global platform for investment, technology and strategic collaboration. The event delivered a potent mix of massive deal flow, transformative brand debuts, and global policy initiatives, all signalling a new, aggressive roadmap for the future of tourism.
The most immediate impact of the Summit was financial. TOURISE announced that it had catalysed investment portfolios totalling $113 billion. This milestone underscores the event's mission to unlock high-value deal flow by convening public and private sector leaders across tourism, technology, and investment. Investment Saudi Arabia's commitment to building its domestic tourism and hospitality infrastructure was further solidified by several key investment announcements. RUA Al Madinah Holding (a PIF subsidiary) signed two strategic hospitality agreements worth a combined $165 million to strengthen Madinah’s position as a premier global destination for religious and cultural tourism. The Events Investment Fund (EIF) announced the development of the Riyadh Shooting Range & Entertainment Complex, its first landmark project, valued at over $131 million. Indoor adventure and lifestyle venue URWLD (‘Your World’) announced its first destination sports, leisure and lifestyle-entertainment venue for the Middle East will be in Riyadh. beOnd, the premium leisure airline, revealed an additional investment round of $100 million to support its global expansion. The Summit acted as the launchpad for several globally significant innovations and brand evolutions: AI protocol: TOURISE unveiled the Agentic Tourism Initiative, introducing the world’s first Agentic Protocol for Tourism, a universal digital framework set to transform every stage of the traveller’s journey. Luxury redefined: The white paper ‘New Codes of Luxury: Elevating the Hospitality Guest Experience with AI’ was launched, revealing how AI will redefine service, personalisation and the very meaning of luxury for a new generation of global travellers. The next level: Seven Legends was launched as the first-ever ultra-luxury brand built on a finite philosophy, committing to the creation of only seven singular, seven-star resorts across the globe. The Summit showcased the transformation of the region while giving global accolades. AMAALA Opens: Red Sea Global (RSG) announced the highly anticipated opening of AMAALA Triple Bay, furthering the region's position as a pioneer of regenerative tourism. Near-space tourism: HALO Space announced a 10-year roadmap to make near-space tourism a reality, naming the Kingdom of Saudi Arabia as the first country in the world to host commercial flights to the edge of space. Global Accolades: The inaugural TOURISE Awards saw Tokyo, Japan, clinch the coveted title of Best Overall Destination. The city also took top honours for Best Food & Culinary and Best Entertainment. Paris, on the other hand, won Best Shopping Destination. The convergence of global capital and cutting-edge technology at TOURISE signals a new chapter where competitors become partners and fragmented silos converge. The Summit has successfully delivered a strategic roadmap to reshape the next 50 years of the global tourism sector.