The Ministry of Tourism of Saudi Arabia, in partnership with the World Economic Forum, has launched Beyond Tourism, a multi-sector initiative to advance global tourism through coordinated, measurable action in sustainability, inclusion and resilience.
The announcement was made during Tourise, a global platform bringing together public and private sector leaders to shape the future of tourism.
The initiative aims to establish a global framework for a more connected, inclusive and sustainable tourism sector, reflecting Saudi Arabia’s growing role in advancing international cooperation and promoting long-term benefits for people and the planet.
It brings together leaders from across the tourism ecosystem, including real estate, infrastructure, technology, urban planning, culture and conservation, to develop a shared agenda for the future of travel. It is anchored in ten guiding principles to ensure that tourism growth delivers long-term value for residents, visitors, businesses and communities.
The launch of Beyond Tourism supports the Kingdom’s Vision 2030, which identifies tourism as a key driver of economic diversification, employment and cultural exchange. Saudi Arabia has welcomed more than 116 million visitors since the launch of Vision 2030 and aims to reach 150 million by 2030.
The 10 guiding principles for transformative tourism focus on aligning market opportunities with local strengths, empowering local economies, developing future-ready workforces, supporting cultural heritage, revitalising ecosystems and using technology responsibly.
A global coalition of leaders has been formed to identify and implement demonstration projects in key regions. Over the next three years, both organisations will work to build a diverse community, develop practical tools and pilot sustainable tourism models.
The initiative aims to establish a global framework for a more connected, inclusive and sustainable tourism sector, reflecting Saudi Arabia’s growing role in advancing international cooperation and promoting long-term benefits for people and the planet.
“Saudi Arabia is proud to lead Beyond Tourism in partnership with the World Economic Forum,” said Ahmed Al-Khateeb, minister of tourism of Saudi Arabia. “This partnership reflects our shared belief that the solutions we seek for tourism are, solutions for humanity itself – solutions that foster understanding, create opportunity, and build resilience for generations to come.”
“Tourism is both a bridge and a ladder – connecting cultures and lifting communities,” added Børge Brende, president of the World Economic Forum. “If we do this together, Beyond Tourism will unlock the sector’s full potential – not just in GDP terms, but in quality jobs, vibrant places, and regenerated nature.”
