TOURISE 2025: Between AI, Luxury, and Real Experiences – Chronicle of a Tourism Revolution
TOURISE 2025, organized by the Saudi Arabian Ministry of Tourism, took place in Riyadh from November 11 to 13, 2025, with sessions held at the King Abdulaziz International Conference Center. The event aimed to bring together diverse sectors — tourism, investment, technology, and entertainment — to generate long-term projects and business partnerships.
TOURISE 2025 was not just an industry event; it was a living demonstration of how global tourism is redefining its identity. The summit brought together over 120 international leaders, decision-makers, investors, innovators, and destination creators who are already shaping the way we will travel in the next decade.
Riyadh, the host city, is itself a lesson in transformation. It is a place where the traditions of nomadic tribes and the authentic values of the Arabian Peninsula coexist harmoniously with futuristic skyscrapers, ultra-modern infrastructure, and colossal tourism projects. The Saudi capital sends a clear message: we are no longer talking about a destination finding its place; we are witnessing a leader writing its own rules in global tourism.
As a media participant representing CalatoriaPerfecta.ro and NextJourneys.com, I had the privilege to observe not only the official speeches but also informal interactions, behind-the-scenes energy, and the real directions currently shaping the global travel industry.
TOURISE 2025 became a complex dialogue platform about the future, analyzing trends, generating alliances, and outlining concrete strategic directions. The participation of giants such as Accor / Orient Express, Google, Expedia, Amadeus, Red Sea Global, and Public Investment Fund confirmed the massive interest in developing a new tourism paradigm — one that goes beyond a simple vacation to become a holistic experience.
Artificial Intelligence – The New Backbone of Tourism
A key pillar of discussions was the integration of artificial intelligence into the tourism ecosystem. AI is no longer a futuristic concept but an essential tool redefining the interaction between destinations and travelers. From intelligent itinerary planning to deeply personalized experiences, from analyzing tourist behavior to sustainable resource optimization, technology is becoming the backbone of the new tourism.
Yet, the message consistently emphasized by speakers was clear: technology must enhance emotion, not replace it.
Redefining Luxury – Interview with Gilda Perez, Orient Express
A highlight of our participation was an exclusive interview with Gilda Perez, leader of the Orient Express brand under Accor, one of the emblematic figures of contemporary luxury. Her discourse redefined the concept of exclusivity: not through excess, but through story, context, and authenticity.
Luxury, in her vision, is no longer a status symbol but a deeply personal experience built around the cultural identity of the place. Orient Express embraces the role of curator of emotion, not just service provider, perfectly aligning with emerging trends in global premium tourism.
Wellness & Reconnection – Insights from Professor Gerry Bodeker (Oxford)
Equally revealing was the discussion with Professor Gerry Bodeker, affiliated with the University of Oxford and one of the most respected voices in wellness and integrative health. He highlighted the profound transformation of wellness tourism, which is no longer a niche but a cornerstone of the industry.
Today’s travelers seek more than relaxation — they seek reconnection, balance, and meaning. Integrating traditional practices, natural therapies, and wellness-focused programs creates a new type of experience where travel becomes an act of regeneration.
Agenda & Major Themes: AI, Investment, Sustainability, and Wellness
The TOURISE agenda included an extensive section on AI and applied tourism technology (personalization, operational optimization, experience intelligence, and revenue management). Additionally, major funding for tourism projects, public-private partnership models, and sustainability strategies were discussed — all integral elements of the Ministry of Tourism’s vision for long-term industry development.
All these dimensions — technological, cultural, human, and strategic — converge toward a clear conclusion: the tourism of the future will be conscious, personalized, sustainable, and deeply connected with local community values. Saudi Arabia positions itself as a global laboratory for this transformation, with Riyadh becoming the zero point of a new era.
For Romania and Eastern Europe, the message is equally relevant. Adapting to new trends, investing in authentic storytelling, integrating AI into communication strategies, and developing premium experiences can open new markets and opportunities. Promoting destinations is no longer enough — we must build stories that inspire and create genuine connections.
Practical Implications for Romanian Tourism Operators and Journalists
- Collaborations & Partnerships: Romanian tourism brands could explore B2B collaborations for premium packages (e.g., combining city-breaks in Romania with specialized experiences in KSA/Gulf regions).
- Content & SEO: Stories about wellness, heritage, and local experiences perform exceptionally well — investing in multimedia content (desert storytelling videos, interviews with leaders) will boost visibility.
- Training & Know-How: Adapting to technology (AI for route recommendations, customer sentiment analysis) becomes essential to remain competitive.
Participant Experiences: Desert, Farm, and Museum
Organizers curated a complex experiential program: visits to traditional desert camps (Bedouin hospitality sessions, themed dinners), tours of local farms, and excursions to museums such as Al Masmak, the National Museum, and nearby heritage sites in Riyadh. These activities demonstrated how a destination can combine cultural tourism, nature experiences, and high-end offerings. Local sources and experience platforms confirm that packages like desert safaris, Edge of the World, and museum visits are central to the region’s tourism portfolio.
TOURISE 2025 was, without a doubt, more than a summit: it was a snapshot of the future. For us, as media representatives of CalatoriaPerfecta.ro and NextJourneys.com, this experience reinforced the belief that tourism is no longer just about movement but about personal transformation, cultural dialogue, and global responsibility.
Riyadh is not just building infrastructure. It is building vision. Saudi Arabia is not just inviting tourists. It is inviting the world to rethink the meaning of travel.
