What's Happening?
The TOURISE campaign, led by the Saudi Tourism Authority, is spotlighting tourism's significant impact on global innovation and economic growth. The campaign, titled 'Where Will You Be?', is being showcased at London's Outernet, emphasizing tourism's role
in driving sectors such as transport, entertainment, wellness, AI, and sustainability. According to the World Travel and Tourism Council, tourism supports one in every ten jobs worldwide, with sports tourism alone projected to reach $1.3 trillion by 2032. The campaign aims to redefine tourism's influence beyond traditional boundaries, integrating it with culture, technology, and storytelling.
Why It's Important?
Tourism is increasingly recognized as a key driver of global economic growth, influencing various industries and consumer behaviors. The TOURISE campaign underscores tourism's potential to shape cultural and commercial landscapes, making it a critical area for marketers and brand leaders. As tourism intersects with technology and culture, it offers new opportunities for innovation and collaboration across sectors. This shift highlights tourism's role as a barometer of modern culture and an economic powerhouse, impacting how people spend, connect, and value experiences.
What's Next?
The TOURISE Summit, scheduled for November 11-13, 2025, in Riyadh, Saudi Arabia, will bring together global leaders from government, business, and culture to discuss the future of tourism. The summit aims to create a platform for collaboration and innovation, addressing the sector's evolution and its intersection with other industries. Key stakeholders, including CEOs from major companies and marketing leaders, will explore actionable solutions to harness tourism's transformative potential.
Beyond the Headlines
The campaign's focus on tourism as a driver of innovation reflects broader trends in global economic development. By integrating tourism with technology and culture, the initiative highlights ethical and cultural dimensions, encouraging sustainable practices and inclusive growth. This approach may lead to long-term shifts in how tourism is perceived and utilized, fostering a more interconnected and resilient global economy.
