≡-Saudi Arabia Positions Riyadh as the Epicentre of Global Tourism Diplomacy by Launching TOURISE and the UN General Assembly After a Successful Japan Mission, Aiming to Welcome One Hundred Fifty Million Visitors by 2030 – Viral of Today

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August 29, 2025Saudi Arabia is advancing its intention to situate Riyadh at the core of worldwide tourism diplomacy through two forthcoming high-profile international gatherings: the TOURISE platform and the forthcoming 26th UN Tourism General Assembly, both programmed for November 2025. This diplomatic effort builds upon a notably productive recent visit to Japan, during which Saudi representatives strengthened bilateral relations and outlined the Kingdom’s expanding tourism programme. The overarching quantitative target of attracting one hundred fifty million visitors by the year 2030 underlines this initiative, emphasising Riyadh’s emerging role as a laboratory for international cooperative tourism innovation. By using these distinguished global venues, Saudi Arabia is positioning itself to define the forthcoming international tourism agenda and to consolidate its stature as a pre-eminent global tourism actor.Saudi Arabia is making significant strides in its global tourism initiatives by engaging in high-level discussions in Japan and showcasing its evolving tourism sector at Expo 2025 Osaka. These efforts are reinforcing the Kingdom’s Vision 2030 objectives while positioning it as a premier destination for international tourism, investment, and cultural exchange.Bilateral Tourism Diplomacy Marks 70 Years of Saudi–Japan RelationsA significant diplomatic milestone has been reached as Saudi Arabia strengthens its tourism ties with Japan, marking the 70th anniversary of official diplomatic relations between the two countries. During a recent mission to Tokyo, tourism-focused dialogues were conducted with senior officials from Japan’s transport and tourism ministry. These engagements reflected a shared interest in fostering greater mutual cooperation in tourism, infrastructure development, and cross-sector collaboration.Japan has received an official invitation to take part in two major international tourism events set to take place in Riyadh: the 26th United Nations Tourism General Assembly and the first-ever TOURISE Summit, both slated for November 2025. These high-profile events are designed to drive international dialogue, tourism investment, and sustainability strategies, further positioning Saudi Arabia as a central platform for tourism innovation.Saudi Arabia Pavilion Attracts Global Attention at Expo 2025 OsakaParallel to diplomatic engagements in Tokyo, Saudi Arabia is receiving unprecedented visibility at Expo 2025 Osaka. The Saudi Pavilion, themed around culture, sustainability, and innovation, has already welcomed over two million visitors since the expo’s opening. This visitor milestone places the pavilion among the most frequented national exhibits at the global event.Guests at the Saudi Pavilion have explored interactive exhibits that highlight the Kingdom’s growing tourism landscape, featuring major projects like NEOM, The Red Sea, and the culturally significant Diriyah. These developments are central to Saudi Arabia’s tourism vision, which aims to attract 150 million domestic and international visitors annually by 2030.TOURISE Platform Introduced to Japanese Tourism StakeholdersAs part of the outreach during Expo 2025 Osaka, a high-level networking reception was hosted at the Saudi Pavilion to introduce TOURISE—an emerging global platform aimed at redefining tourism development through collaboration, investment, and innovation. This platform seeks to break traditional boundaries across the tourism value chain by encouraging participation from governments, investors, industry leaders, and knowledge partners.The reception was attended by influential stakeholders from Japan’s public and private tourism sectors. These engagements signalled Japan’s potential alignment with TOURISE objectives, paving the way for enhanced bilateral participation in Riyadh’s tourism-centric events later in the year.Strategic Vision Aligned with Sustainable Development GoalsThe Kingdom’s tourism transformation is rooted in sustainability, innovation, and community development. The activities at Expo 2025 and diplomatic engagements in Japan underscore Saudi Arabia’s ongoing commitment to the United Nations Sustainable Development Goals (SDGs), particularly in fostering responsible tourism and inclusive economic growth.Saudi Arabia’s approach to tourism expansion has been defined by a blend of tradition and innovation. Cultural heritage preservation remains at the forefront, with national identity and authentic experiences being integrated into all tourism offerings. At the same time, smart technologies, green infrastructure, and regenerative tourism models are being deployed to ensure the sector’s long-term resilience and global competitiveness.Giga-Projects Driving Visitor Demand and Infrastructure ExpansionCentral to the Kingdom’s tourism push is an investment pipeline exceeding $800 billion, targeting iconic mega-projects that are designed to diversify the national economy. One of the key developments is NEOM, a cutting-edge urban area driven by renewable energy and artificial intelligence. Similarly, The Red Sea Project promises luxury coastal tourism backed by stringent sustainability standards, while Diriyah aims to attract heritage tourism enthusiasts to the birthplace of the Saudi state.These projects are supported by streamlined visa procedures, major airport expansions, and new hospitality infrastructure, all coordinated under the Vision 2030 framework. Collectively, these efforts are transforming Saudi Arabia from a historically overlooked destination into a globally relevant tourism hub.Riyadh Set to Host Two Global Tourism Events in November 2025This November, Riyadh is set to host global tourism leaders, policymakers, and innovators for the 26th UN Tourism General Assembly and the inaugural TOURISE Summit. These events are anticipated to serve as defining moments for global tourism recovery, resilience, and transformation in the post-pandemic world.The General Assembly, held under the auspices of the UN tourism agency, will bring together ministers, agencies, and multilateral partners to discuss the evolving landscape of travel, digital transformation, and cross-border cooperation. Meanwhile, the TOURISE Summit is expected to function as a high-impact forum for reimagining the future of global tourism development, with a strong emphasis on policy innovation, investment acceleration, and sustainable practices.By convening these events, Saudi Arabia aims to present itself not only as a destination but also as a global influencer in shaping the new tourism economy.Japan’s Role in Regional and Global Tourism CollaborationJapan’s expected involvement in both Riyadh events highlights the increasing collaboration between Asia and the Middle East in shaping tourism policies and advancing market growth. Japan remains one of the most technologically advanced and culturally rich tourism markets in the world, making it a valuable partner in shaping next-generation travel experiences.Increased bilateral cooperation may lead to new direct flight routes, joint ventures in hospitality, and shared learnings in tourism management. Furthermore, both countries are likely to explore ways to co-develop tourism technologies, enhance people-to-people exchanges, and promote cultural diplomacy through curated travel itineraries.Outlook: A New Global Role for the Kingdom in Tourism LeadershipSaudi Arabia’s strategic moves in Japan and its prominent presence at Expo 2025 Osaka mark a significant evolution in its tourism diplomacy. Through the strategic use of cultural influence, global gatherings, and significant infrastructure investments, the Kingdom is positioning itself as a key force in shaping the worldwide tourism landscape.Saudi Arabia is actively cultivating Riyadh as the pre-eminent global tourism nexus by the simultaneous introduction of the TOURISE initiative and the convening of the UN Tourism General Assembly in November 2025, an effort subsequently fortified by a productive diplomatic mission in Japan. The initiative advances the Kingdom’s strategic ambition of accommodating 150 million arrivals by the close of the decade, thereby consolidating its emerging stature as an incubator of worldwide tourism innovation and a player in travel diplomacy.Concurrently, the continued evolution of global travel paradigms obliges Riyadh to harness innovation, forge regional alliances, and orchestrate high-level international gatherings as tools for influence. Such an approach is poised to recalibrate not only the Kingdom’s domestic tourism architecture but also to catalyse transformative developments across the broader Middle Eastern and international travel marketplaces.As the chronometer advances towards November 2025, Riyadh stands increasingly visible as the imminent global locus of tourism governance, where agendas of innovation, sustainability, and equitable economic uplift will transition from aspiration to actionable reality.

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