The Saudi Ministry of Tourism, in partnership with the World Economic Forum, has announced the launch of the "Beyond Tourism" initiative, a new multi-sector initiative that aims to bring about a qualitative shift in the global tourism sector through coordinated and measurable action in the areas of sustainability, inclusion and resilience.
The initiative brings together leaders from across the tourism ecosystem, such as real estate, infrastructure, technology and urban planning, culture and environmental conservation, to set a shared agenda for the future of tourism, according to a post on the Saudi Tourism Minister's LinkedIn account.
The initiative is based on 10 guiding principles aimed at ensuring that tourism growth delivers sustainable value that benefits residents, visitors, businesses and communities, according to the Saudi Press Agency.
For his part, Minister of Tourism Ahmed bin Aqeel Al-Khateeb said Saudi Arabia is launching the "Beyond Tourism" initiative in partnership with the World Economic Forum, with this partnership affirming "our shared belief that the solutions we seek to provide for tourism are solutions that benefit humanity, as they enhance understanding, create opportunities and give resilience to future generations."
The launch of the "Beyond Tourism" initiative is in line with Saudi Vision 2030, which establishes tourism as a key driver of economic diversification, job creation and cultural exchange. The Kingdom has welcomed more than 116 million visitors since the launch of Vision 2030 and aims to reach 150 million visitors by 2030.
The World Economic Forum and the Ministry of Tourism jointly developed the initiative's 10 guiding principles, which include: aligning market opportunities with local strengths, empowering local economies, investing in a future-ready workforce, supporting cultural heritage, regenerating ecosystems and harnessing technology responsibly.
For his part, World Economic Forum President Børge Brende said tourism is both a bridge and a ladder, as it connects cultures and uplifts communities. He added that if we work together, the "Beyond Tourism" initiative will unlock the sector's full potential, not only in terms of GDP, but also in terms of high-quality jobs, vibrant places and regenerative nature.
The 10 guiding principles for transformative tourism are: aligning market opportunities with local strengths and values, enabling responsible choices for evolving travelers, empowering local businesses and economies, investing in a future-ready workforce, developing infrastructure for shared benefit, balancing demand with local capacities, supporting cultural heritage and connection, regenerating and protecting natural ecosystems, strengthening ecosystem resilience, and harnessing data and technology responsibly.
As part of this initiative, a global coalition of leaders has been formed to identify and implement pilot projects in key regions over the next three years. The Ministry of Tourism and the World Economic Forum will focus on building a diverse community, developing practical tools and piloting sustainable tourism models.
The "Beyond Tourism" initiative sets a global agenda for more connected, inclusive and sustainable tourism, and embodies the Kingdom's pivotal role in strengthening international cooperation and ensuring that the sector delivers long-term benefits for people and the planet.
To view the post on the Saudi Press Agency website, click here.
