How TOURISE Is Changing the Game for Global Tourism Technology

Written By Ken Freer

TOURISE is Saudi Arabia’s long-term platform to transform global tourism through technology, strategic investment and sustainability. Launched in Riyadh in June 2025, it outlines a 50-year plan to unite government bodies, private leaders and local communities. By funding projects in AI, blockchain, smart infrastructure and immersive experiences, TOURISE helps destinations innovate rapidly while preserving their culture and environment. This initiative builds on Vision 2030’s goals of economic diversification and cultural exchange, positioning Saudi Arabia as a global hub for travel-tech innovation.

Embedding Vision 2030’s tourism ambitions

Since 2016, Saudi Vision 2030 has placed tourism at the heart of the Kingdom’s economic transformation. It aims to attract 100 million annual visitors, boost tourism’s share of GDP to 10 per cent and create 1.6 million jobs by 2030 . TOURISE supports these goals by:

  1. Catalysing investment. Vision 2030 calls for more non-oil investment and support for businesses of all sizes . TOURISE’s public-private advisory board channels capital into AI, blockchain and smart tourism pilots, helping diversify the economy and expand tourism’s economic role.

  2. Fostering sustainable growth. A core Vision 2030 principle is that tourism should honour both environment and heritage . TOURISE embeds sustainability in its roadmap, backing projects like the Red Sea Project’s regenerative resorts and smart infrastructure that monitors water and energy use, ensuring growth does not come at the planet’s expense.

  3. Elevating cultural heritage. Vision 2030 emphasises cultural exchange and social reform to show the Kingdom as open and welcoming . TOURISE will fund AR heritage tours in Al Ula and Diriyah, offering interactive experiences that honour local traditions while reaching global audiences.

TOURISE’s pillars and Voyager’s playbook

Some principles of Voyager Innovation, a New Zealand tourism-tech venture, echo TOURISE’s aims:

  • Local empowerment through data. Voyager equips regional operators, such as eco-lodges and local tour guides, with AI analytics to better understand visitor preferences. Similarly, TOURISE’s data platforms aggregate tourism data from cities, heritage sites and remote islands, offering insights that small operators can use to refine their offerings.

  • Community-first innovation. Voyager prioritises community uplift, whether by promoting Māori-led experiences or supporting start-up entrepreneurs. TOURISE shares this ethos, using inclusive funding mechanisms like the Tourism Development Fund under Vision 2030’s Quality of Life Programme, which already backs domestic projects to ensure local stakeholders benefit .

  • Seamless digital journeys. Voyager advocates frictionless visitor journeys, from AI-driven inspiration to integrated booking workflows and on-site audio guides. TOURISE envisions similar solutions: AI chat interfaces that handle multi-destination itineraries, blockchain IDs to speed up entry procedures and VR previews to spark travel inspiration .

Early pilots & Vision 2030 milestones

Saudi Arabia has already shown how Vision 2030’s targets can be accelerated with technology:

  • Smart airport transformation. King Salman International Airport (Jeddah) is being upgraded with AI check-in kiosks, private 5G networks and IoT sensors to optimise passenger flow, aligning with TOURISE’s aim to fund “smart gateway” projects .

  • Regenerative tourism projects. The Red Sea Project—a flagship Vision 2030 initiative—features solar-powered villas and coral restoration programmes . TOURISE builds on this by centralising environmental monitoring and sharing best practices across other giga-projects like NEOM and Qiddiya.

  • AI-Powered pilgrim experience. Hajj 2025’s full 5G rollout and AI emergency-response systems, led by the Health and Hajj Authority, demonstrate how digital tools can enhance large-scale events , an approach that aligns with Voyager’s intelligent automation for big-ticket visitor experiences.

By aligning its 50-year vision with Vision 2030’s immediate targets, TOURISE shows that tourism technology is a strategic lever for transformation. The parallels with Voyager, community empowerment, data-driven insights and sustainable, seamless experiences, are clear. TOURISE is more than a platform; it is Vision 2030’s technology arm and a global beacon for inclusive travel innovation. When cutting-edge tools serve people, cultures and places, everyone benefits. Saudi Arabia’s journey and New Zealand’s Voyager remind us that the future of travel lies in collaboration—between governments, local communities, technologists and travellers alike.

Ken Freer