TOURISE 2025 Debuts Agentic Tourism Initiative, Pioneering the Protocol for Intelligent Travel

The Agentic Tourism Initiative was unveiled today at the inaugural TOURISE Summit, introducing the world’s first Agentic Protocol for Tourism, a universal digital framework set to transform every stage of the traveler’s journey.

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His Excellency Ahmed Al Khateeb, Saudi Arabia's Minister of Tourism and Chairman of TOURISE, launches the Agentic Tourism Initiative on the second day of TOURISE. 

Launched in partnership with TOURISE and Globant, the Initiative builds on the momentum of the acclaimed whitepaper Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism to create a landmark application of AI. It directly answers the whitepaper’s call to create an Open Protocol for Tourism AI, defining how AI agents interact from inspiration to return. The result: intelligent, seamless, and sustainable travel experiences across the global tourism ecosystem.

The Initiative brings together a diverse coalition of founding members across technology, infrastructure, aviation, and destination leadership, including: Globant, Red Sea Global, HUMAIN, Riyadh Air, King Salman International Airport, World Travel & Tourism Council, Amazon Web Services, Salesforce, Hollibob, and Trip.com. This collaborative approach ensures the Agentic Protocol is technically robust, inclusive, and adaptable to the evolving needs of travelers, operators, and destinations worldwide.

“We are proud to see the Agentic Tourism Initiative take flight from the Kingdom, reflecting our commitment to shaping the future of global travel through innovation and collaboration. This protocol represents a bold step toward harmonizing technology with the human spirit of exploration. By anchoring AI in empathy and cultural intelligence, we are not only enhancing the traveler’s experience, we are empowering destinations to grow sustainably, inclusively, and with purpose,” said His Excellency Ahmed Al Khateeb, Minister of Tourism, Kingdom of Saudi Arabia.

Guided by the principle “Digitize the expected. Humanize the unexpected,” the Initiative aims to amplify, not replace, human creativity, empathy, and connection. AI will serve as an enabler, empowering the people and places that make travel meaningful while supporting destinations in achieving long-term, sustainable growth.

“We are witnessing the dawn of a new era for tourism, where technology and human ingenuity converge to create experiences that are not only smarter, but also deeply personal and truly memorable. The Agentic Tourism Initiative is more than a technical milestone; it is a strategic leap toward shaping how AI is used in travel. By building a shared protocol, we are ensuring that this transformation is inclusive, secure, and beneficial for all,” said Martín Migoya, CEO and Co-Founder of Globant.

About TOURISE

TOURISE is the world’s premier platform shaping a new horizon for global tourism.

Under the umbrella of the Saudi Ministry of Tourism, powered by the Saudi Tourism Authority, the inaugural TOURISE Summit will take place November 11–13, 2025, in Riyadh, Saudi Arabia.

The event will convene visionaries from government, business, investment, tourism, and technology to drive transformative deals and deliver high-impact initiatives that redefine the future of the global tourism industry.

TOURISE ensures worldwide participation while offering access to decision-makers shaping the industry’s evolution. Following the Summit, TOURISE will continue as a year-round platform where bold ideas turn into real-world solutions.

This is where the next 50 years of tourism are shaped. Together, we are unstoppable.

For more information visit www.tourise.com

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