Tuesday, June 3, 2025
In a bold step toward redefining excellence in global travel, Saudi Arabia’s Ministry of Tourism has launched the TOURISE Awards, honoring cities like Paris (France), Kyoto (Japan), Cape Town (South Africa), and Medellín (Colombia) for pioneering sustainable, cultural, and experiential tourism.
The awards celebrate destinations that are reshaping the travel landscape with meaningful, inclusive, and environmentally responsible experiences—setting new global benchmarks for what great tourism can achieve.
The TOURISE Awards, introduced during a virtual press conference on May 22, 2025, are part of the broader TOURISE platform and will culminate at the TOURISE Summit in Riyadh from November 11–13, 2025. As the travel industry seeks to recover and rebuild more sustainably post-pandemic, these awards aim to spotlight destinations that not only welcome visitors but also empower local communities, protect heritage, and drive innovation.
Spotlight on Sustainable and Experiential Travel
More than ever, travelers seek destinations that offer authenticity, environmental care, and cultural richness. The TOURISE Awards embrace this shift by identifying and honoring destinations that balance visitor appeal with long-term sustainability and local value creation.
Eligible destinations must have:
- A defined geographic scope (such as a city, region, or heritage site);
- A distinct identity formed by culture, natural beauty, and local character;
- A governing tourism body that ensures effective and responsible destination management.
Jean-Philippe Cossé, CEO of TOURISE, captured the essence of the program:
“The TOURISE Awards honor those rare places that do more than attract tourists—they inspire travelers, protect heritage, and promote lasting impact. They redefine tourism not as consumption, but as connection, culture, and conservation.”
Celebrating the World’s Best Tourism Experiences
The TOURISE Awards include five category recognitions, plus one flagship honor:
- Best Arts and Culture Destination
- Best Adventure Destination
- Best Food and Culinary Destination
- Best Shopping Destination
- Best Entertainment Destination
- Best Overall Destination – awarded to the destination that excels across all travel dimensions
From the mountain villages of Peru and the eco-lodges of Costa Rica, to the historic cities of Italy and biodiverse islands of Indonesia, destinations worldwide are encouraged to apply. The awards are open for nominations by travelers, tourism professionals, and official tourism bodies, ensuring wide representation and democratic input.
Judging Based on Real Impact
What makes TOURISE unique is its rigorous evaluation criteria. Destinations will be judged by an independent global panel across ten metrics grouped under Offering, Value, and Convenience—ensuring a 360-degree view of the visitor journey.
This includes factors such as:
- Authenticity of experiences
- Sustainability practices and climate resilience
- Innovation in tourism services
- Inclusivity and community benefit
- Accessibility and visitor-friendliness
- Safety, infrastructure, and local engagement
The jury includes globally respected experts such as:
- Michael Ellis, Former Global Director, Michelin Guides
- Fiona Jeffery, Former Chair, World Travel Market
- Filip Boyen, Former CEO, Forbes Travel Guide
- Omar Samra, UN Goodwill Ambassador and mountaineer
- Lars Nittve, Founding Director, Tate Modern
- Albert Read, Former MD, Condé Nast
Their combined expertise spans tourism, sustainability, arts, hospitality, and culture, bringing a holistic and credible lens to the evaluation process.
A Platform for Global Tourism Transformation
The TOURISE Awards are a key initiative under Saudi Arabia’s broader Vision 2030 framework, which aims to diversify the Kingdom’s economy, create new job opportunities, and position the country as a premier sustainable tourism destination. As part of this ambition, the Ministry of Tourism has launched major destination development projects such as AlUla, NEOM, and The Red Sea Project—all integrating environmental preservation and cultural heritage.
The awards also support global goals outlined by the United Nations World Tourism Organization (UNWTO) and contribute directly to the Sustainable Development Goals (SDGs), especially SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production).
According to the Ministry of Tourism, the Kingdom’s tourism sector is on track to generate 10% of GDP and host over 100 million visitors annually by 2030, with an emphasis on sustainability, culture, and connectivity.
The TOURISE Summit: A Global Tourism Forum
The TOURISE Summit in Riyadh will be more than an award ceremony—it will be a global forum for innovation, investment, and transformation in travel. Attendees will include heads of state, tourism ministers, global CEOs, entrepreneurs, and cultural leaders.
Through keynote panels, networking sessions, and project showcases, the Summit will:
- Explore how destinations can future-proof their tourism economies
- Launch partnerships for sustainable infrastructure
- Support digital transformation and data-driven visitor management
- Share best practices in community-based tourism
Saudi Arabia’s hosting of the TOURISE Summit reflects its growing leadership in global tourism diplomacy and collaboration.
Conclusion: A New Chapter for Global Tourism Recognition
As the global travel industry evolves, the TOURISE Awards are a timely and necessary response to travelers’ demand for deeper, more responsible experiences. By elevating destinations that inspire and impact, the awards aim to redefine success in tourism—not by volume, but by value and vision.
Nominations are now open. Travelers, local governments, and tourism organizations are encouraged to submit their entries and be part of a movement that celebrates places that truly matter—for today, and for the future.
