At the World Economic Forum Annual Meeting in Davos, His Excellency Ahmed Al-Khateeb, the Minister of Tourism of the Kingdom of Saudi Arabia, made a compelling case for treating tourism as a vital economic infrastructure. He emphasized that this approach is essential for driving growth, resilience, and fostering human connections in a fragmented world. Al-Khateeb’s remarks came on January 24, 2026, during discussions aimed at reshaping global perspectives on tourism.
Al-Khateeb asserted that tourism should no longer be viewed merely as a discretionary sector but rather as a strategic system capable of supporting economic diversification, attracting long-term investment, and creating inclusive job opportunities. “With an estimated 2 billion international arrivals by 2030, the question for leaders is not whether tourism will grow, but whether it will scale responsibly,” he stated. This perspective aligns with Saudi Arabia’s broader economic transformation under the Vision 2030 initiative.
The Kingdom saw a significant increase in inbound visitors, recording 30 million in 2025, with a goal of reaching 150 million by 2030. Saudi Arabia is currently the world’s largest single investor in tourism, with a diverse portfolio that includes destinations, aviation, digital platforms, and human capital. Notably, tourism contributes nearly 5% to the country’s direct GDP, employing over 1 million people.
In his address, Al-Khateeb highlighted several key projects, such as AlUla, Diriyah, and the Red Sea developments. These initiatives exemplify a master-planned approach to destination development that prioritizes safety, sustainability, governance, and quality of life. “This model has supported long-term investment, strengthened investor confidence, and aligned tourism growth with community benefit and cultural protection,” he noted.
The Minister also introduced the ‘Beyond Tourism’ initiative, created in collaboration with the World Economic Forum. This multi-sector effort aims to elevate tourism from industry discussions to a system-level leadership agenda. It seeks to align policy, capital, and innovation across sustainability, inclusion, resilience, and investment. Al-Khateeb remarked, “Tourism remains undervalued in economic decision-making,” highlighting its absence in infrastructure and industrial policies, despite representing a substantial USD 10 trillion global economy.
In addition, the TOURISE platform was presented as a global initiative to facilitate collaboration among governments, investors, and industry leaders. Since its inception, TOURISE has engaged nearly 10,000 leaders from over 100 countries and catalyzed more than USD 113 billion in tourism-related investments. The next global gathering for TOURISE is scheduled for March 2027.
Tourism not only contributes significantly to the economy but also plays a crucial role in fostering people-to-people exchanges, particularly in a time of heightened geopolitical tensions. Al-Khateeb emphasized Saudi Arabia’s commitment to using tourism as a means to assist other nations. He noted, “One of our biggest challenges is not just looking at ourselves, but other countries and how we can help.” He pointed out that many nations, particularly in Africa and Latin America, lack sufficient tourism infrastructure and visitors.
The Minister highlighted the importance of collaboration to strengthen relationships and build tourism sectors globally, stating, “In some instances, tourism helps to sustain dialogue when formal channels are under strain. It builds understanding, trust, and connection. Led responsibly, it can act as a stabilizing force and a multiplier for peace globally.”
Throughout the week in Davos, Saudi Arabia’s delegation engaged in constructive dialogues with leaders from various sectors, aiming to promote global stability and prosperity. The Kingdom showcased how the Vision 2030 initiative serves as a transformative blueprint for economic growth.
The Saudi House also returned to Davos, having been established by the Ministry of Economy and Planning in 2025. Over the course of the week, it hosted more than 20 sessions, including over ten WEF-accredited sessions, covering themes such as Bold Vision, Insights for Impact, People & Human Capability, Quality of Life, Investment & Collaboration, and Welcoming the World. A new series of talks, titled ‘NextOn’, was also launched, featuring influential thinkers and leaders.
In summary, Al-Khateeb’s address at the World Economic Forum underscores Saudi Arabia’s commitment to positioning tourism as a fundamental pillar of economic development, emphasizing its potential to drive growth and enhance international relations.
