TravTalk Middle East Online Magazine
Fahd Hamiduddin, CEO, Saudi Tourism Authority and Vice Chair, TOURISE, in an interview with TravTalk, outlines how TOURISE is redefining the global tourism landscape. Unlike traditional conferences, the event acts as a powerful convener, uniting policymakers, industry leaders, urban planners, tech innovators, and cross-sector stakeholders to shape the future of travel.
TT Bureau
Tourism is one of the world’s most dynamic industries, yet it has long been fragmented with countless conferences that often replicate each other’s efforts. Fahd Hamiduddin, CEO, Saudi Tourism Authority and Vice Chair, TOURISE, says the sector does not need another conventional gathering — it needs a convener. “TOURISE is created to bring together the groups that rarely meet, enabling them to co-design strategies, address shared challenges, and unlock opportunities that no single entity can achieve alone.”
At the heart of TOURISE is the belief that the travel experience must be designed with intention. While destinations work hard to promote their offerings, many of the elements that shape the visitor journey — mobility, retail, urban planning, telecom, real estate, housing, culinary experiences — operate in silos. TOURISE brings these sectors under one roof to orchestrate a more integrated, seamless experience for travellers and residents. Technology plays a central role, creating the backbone that links services, enhances accessibility, and elevates visitor satisfaction.
Global tourism destinations are facing several challenges, such as overtourism, digital overload, rising safety concerns, and the limitations of traditional tourism operators working independently. TOURISE aims to address these by fostering cross-industry collaboration. This year’s edition offered a testbed for new ideas and partnerships, with the commitment to review what works, refine what does not, and introduce new initiatives annually. Remarkably, 60 per cent of participants were from outside the tourism industry, underscoring the platform’s relevance across sectors.
The global nature of TOURISE was reflected in its speaker lineup — ministers, policymakers, mayors, technology leaders, mobility innovators, and stakeholders from sports, retail, and beyond. One standout outcome was the proposal from several mayors to form a TOURISE Alliance for destination leaders, targeting 100 members by next year. The discussion also turned to Asia, now Saudi Arabia’s most important source market. After strong growth from neighbouring countries, Saudi Arabia is focusing on mid-haul markets, particularly across Asia Pacific. India and China lead this expansion. One innovative initiative discussed at TOURISE involves transforming visa access for Indian travellers by integrating financial services, banks, and technology providers.
