WEF, Saudi Arabia Announce First Cohort of Beyond Tourism Impact Stars

Saudi Arabia’s Ministry of Tourism and the World Economic Forum have announced the inaugural cohort of the Beyond Tourism Impact Stars, recognizing six global initiatives that convert critical tourism sector challenges into measurable, real-world solutions. The announcement was made during the first Beyond Tourism Day in Geneva, where Deputy Minister of Tourism Destinations Enablement Mahmoud Abdulhadi and Deputy Minister of International Affairs Hawazen Nassief represented Minister of Tourism Ahmed Al-Khateeb, opening the inaugural Impact Stars ceremony as a global partner of the World Economic Forum’s Beyond Tourism initiative.

The Beyond Tourism Impact Stars program represents a significant step in the evolution of global tourism governance, moving beyond traditional metrics of visitor arrivals and economic output to embrace a broader definition of success that includes community empowerment, environmental stewardship, and cultural preservation. For Saudi Arabia, this initiative aligns directly with the Kingdom’s Vision 2030 objectives, which seek to diversify the national economy, create sustainable employment opportunities, and position the country as a global leader in responsible tourism development. The recognition of these six initiatives reflects the growing consensus that tourism must deliver enduring value not only to travelers and investors but also to the destinations and communities that make travel possible.

Context and Background

How did a partnership between the World Economic Forum and Saudi Arabia’s Ministry of Tourism come to define a new benchmark for global tourism success? The Beyond Tourism initiative emerged from a recognition that the tourism sector, while a powerful engine of economic growth and cultural exchange, requires a more holistic framework for measuring its impact. Traditional tourism metrics have long focused on arrivals, receipts, and market share, but the Beyond Tourism framework expands this lens to include environmental sustainability, community well-being, and the preservation of cultural heritage. Saudi Arabia’s Ministry of Tourism, under the leadership of Minister Ahmed Al-Khateeb, has been a driving force behind this paradigm shift, positioning the Kingdom as a convener of governments, businesses, investors, and innovators committed to ensuring tourism growth creates enduring value.

The first Beyond Tourism Day in Geneva served as the platform for unveiling the inaugural cohort, bringing together global stakeholders at a moment when the tourism industry is recovering from the disruptions of recent years and redefining its priorities. Deputy Minister Hawazen Nassief articulated the foundational belief behind the partnership, stating that tourism can transform nations, diversify economies, improve livelihoods, sustain culture and heritage, and deepen understanding and human connection. This vision resonates with Saudi Arabia’s own national transformation, as the Kingdom has invested heavily in tourism infrastructure, regulatory reform, and international engagement under Vision 2030. The Beyond Tourism partnership thus represents both a continuation of Saudi Arabia’s global outreach and a practical mechanism for advancing the sector’s most pressing challenges.

The initiative also reflects a broader trend in international economic diplomacy, where countries and multinational organizations collaborate to address shared challenges through structured programs rather than ad hoc interventions. By partnering with the World Economic Forum, Saudi Arabia has positioned itself at the center of a global conversation about the future of tourism, ensuring that the Kingdom’s voice and experience inform the development of scalable solutions. The Beyond Tourism Impact Stars program is designed to identify, celebrate, and amplify initiatives that demonstrate measurable progress in areas such as workforce development, water conservation, community livelihoods, clean energy, urban restoration, and marine stewardship. These are not abstract aspirations but concrete, replicable models that can be adapted across emerging destinations worldwide.

Key Details

Which initiatives have been selected for the inaugural Beyond Tourism Impact Stars cohort, and what makes them exemplary? The first cohort spotlights six initiatives from diverse geographies and sectors, each addressing a critical challenge facing the tourism industry. Sommet Education’s “Empowering Saudi Hospitality Talent” initiative accelerates local hospitality workforce development, directly supporting Saudi Arabia’s goal of creating rewarding career pathways for its citizens in the tourism sector. Accor was recognized for its global water conservation program, a pressing concern in an industry where water usage is often intensive and inefficient. Discova, based in Singapore, earned recognition for supporting community-led livelihoods across Asia, ensuring that tourism revenues reach local populations and strengthen community resilience.

GHE Impact Ventures from India was selected for combining clean energy with regenerative mountain tourism in its “Himalayan Living Commons” initiative, demonstrating how tourism can restore rather than deplete natural environments. Al Ismaelia from Egypt was honored for historic urban restoration through its “Reviving Downtown Cairo” project, illustrating how tourism can catalyze the preservation of cultural heritage and urban revitalization. Completing the cohort is Iberostar Group from Spain, recognized for its data-driven hotel sustainability and marine stewardship in the “Wave of Change” initiative, which integrates environmental monitoring and responsible practices into hospitality operations. Together, these six initiatives represent a cross-section of the tourism sector’s most innovative approaches to sustainability, community engagement, and cultural preservation.

The Beyond Tourism Impact Stars program is designed to take successful solutions further. The inaugural cohort will embark on a year-long journey of international engagement to amplify their proven models, facilitate knowledge exchange, and advance scalable adoption across emerging destinations. This structured engagement ensures that the recognition is not merely symbolic but serves as a catalyst for broader impact. By connecting the cohort with governments, investors, and industry leaders, the program aims to accelerate the adoption of these models, creating a multiplier effect that extends far beyond the original initiatives. For Saudi Arabia, hosting and supporting this program reinforces its role as a global convener and its commitment to practical, results-oriented international cooperation.

International and Regional Impact

How will the Beyond Tourism Impact Stars program influence tourism development across regions and economies? The selection of initiatives from Singapore, India, Egypt, Spain, and global organizations such as Accor and Sommet Education underscores the program’s international reach and its commitment to diverse perspectives. For emerging destinations in Asia, Africa, and the Middle East, the cohort’s models offer actionable blueprints for addressing common challenges, from water scarcity and workforce gaps to heritage preservation and community empowerment. The year-long engagement journey will facilitate knowledge exchange, allowing destinations to learn from one another’s successes and adapt solutions to their local contexts. This collaborative approach is particularly valuable for countries seeking to build sustainable tourism sectors without repeating the environmental and social costs that have accompanied rapid tourism growth elsewhere.

For Saudi Arabia, the program strengthens the Kingdom’s diplomatic and economic ties with participating countries and organizations. The inclusion of Al Ismaelia’s “Reviving Downtown Cairo” initiative highlights the potential for regional cooperation in heritage tourism, a sector where Saudi Arabia has significant ambitions, including the development of historical and cultural sites under Vision 2030. The recognition of Sommet Education’s Saudi-focused workforce initiative also demonstrates the Kingdom’s commitment to developing local talent, a priority that resonates with other nations seeking to maximize the employment benefits of tourism. By championing these initiatives, Saudi Arabia reinforces its position as a constructive and forward-looking partner in global tourism governance, building goodwill and fostering collaboration that extends beyond the sector itself.

Economic and Strategic Significance

What economic and strategic value does the Beyond Tourism partnership deliver for Saudi Arabia and the global tourism industry? Tourism is a critical component of Saudi Arabia’s economic diversification strategy under Vision 2030, with the Kingdom targeting significant increases in international visitors, tourism’s contribution to GDP, and employment in the sector. The Beyond Tourism initiative supports these objectives by promoting sustainable practices that protect the natural and cultural assets upon which tourism depends. By aligning with the World Economic Forum, Saudi Arabia gains access to a global network of experts, investors, and policymakers, enhancing its ability to attract investment and talent to its own tourism projects. The partnership also provides a platform for Saudi Arabia to showcase its progress and leadership, strengthening its reputation as a reliable and innovative partner in international economic affairs.

For the global tourism industry, the Beyond Tourism Impact Stars program offers a mechanism for identifying and scaling solutions to challenges that no single company or country can address alone. Water conservation, workforce development, community livelihoods, clean energy, heritage restoration, and marine stewardship are all areas where collective action is essential. By recognizing and supporting initiatives that have demonstrated measurable results, the program helps to de-risk investment and accelerate the adoption of best practices. This is particularly important as the industry seeks to rebuild trust with travelers, communities, and governments, demonstrating that tourism can be a force for good. The economic benefits of sustainable tourism are substantial, including more resilient destinations, higher-quality jobs, and stronger local economies.

Vision 2030 Alignment

How does the Beyond Tourism Impact Stars program advance Saudi Arabia’s Vision 2030 objectives and the Kingdom’s global role? Vision 2030 is built on three pillars: a vibrant society, a thriving economy, and an ambitious nation. The Beyond Tourism initiative supports all three by promoting tourism that respects and sustains communities and cultures, drives economic growth and diversification, and demonstrates Saudi Arabia’s ambition to lead in global conversations about the future of the sector. The Ministry of Tourism’s partnership with the World Economic Forum is a concrete example of the Kingdom’s strategy of international engagement, building alliances and sharing expertise to address shared challenges. The recognition of Sommet Education’s “Empowering Saudi Hospitality Talent” initiative is particularly significant, as it highlights the Kingdom’s investment in human capital and its commitment to creating opportunities for Saudi citizens in the tourism industry.

Looking ahead, Saudi Arabia’s continued leadership in the Beyond Tourism initiative will help shape the global tourism agenda, ensuring that sustainability, community well-being, and cultural preservation remain central to how the sector measures success. The Kingdom’s own tourism transformation, including the development of destinations such as AlUla, the Red Sea Project, and Diriyah, provides a living laboratory for the principles championed by the Beyond Tourism program. By sharing its experience and learning from others, Saudi Arabia contributes to a more resilient, inclusive, and prosperous global tourism industry. The inaugural cohort of Beyond Tourism Impact Stars is not an endpoint but a beginning, setting the stage for a sustained international effort to harness tourism’s transformative power for the benefit of destinations and communities worldwide.

20 Questions

Q1. What is the Beyond Tourism Impact Stars program?

A1. It is an initiative by the World Economic Forum and Saudi Arabia’s Ministry of Tourism to recognize and support tourism projects that deliver measurable social, environmental, and economic benefits to destinations and communities.

Q2. When and where was the inaugural cohort announced?

A2. The inaugural cohort was announced during the first Beyond Tourism Day in Geneva, Switzerland, on September 27, 2026, according to the Saudi Press Agency.

Q3. Who represented Saudi Arabia at the announcement ceremony?

A3. Deputy Minister of Tourism Destinations Enablement Mahmoud Abdulhadi and Deputy Minister of International Affairs Hawazen Nassief represented the Ministry of Tourism on behalf of Minister Ahmed Al-Khateeb.

Q4. How many initiatives were selected in the first cohort?

A4. Six initiatives were selected, representing a diverse range of countries and sectors, including education, hospitality, community development, clean energy, heritage restoration, and marine conservation.

Q5. Which initiative focuses on Saudi hospitality workforce development?

A5. Sommet Education’s “Empowering Saudi Hospitality Talent” initiative was recognized for accelerating local hospitality workforce development, supporting Saudi Arabia’s Vision 2030 employment goals.

Q6. What did Hawazen Nassief say about tourism’s role?

A6. Nassief stated that tourism can transform nations, diversify economies, improve livelihoods, sustain culture and heritage, and deepen understanding and human connection, reflecting the partnership’s core belief.

Q7. Which company was recognized for water conservation?

A7. Accor was recognized for its global water conservation program, addressing a critical sustainability challenge in the hospitality industry where water usage is often intensive.

Q8. What is Discova recognized for?

A8. Discova, based in Singapore, was recognized for supporting community-led livelihoods across Asia, ensuring tourism revenues benefit local populations and strengthen community resilience.

Q9. What does GHE Impact Ventures’ initiative involve?

A9. GHE Impact Ventures from India combines clean energy with regenerative mountain tourism in its “Himalayan Living Commons” initiative, demonstrating how tourism can restore natural environments.

Q10. Which Egyptian initiative was selected?

A10. Al Ismaelia was honored for “Reviving Downtown Cairo,” a historic urban restoration project illustrating how tourism can catalyze heritage preservation and urban revitalization.

Q11. What is Iberostar Group recognized for?

A11. Iberostar Group from Spain was recognized for its data-driven hotel sustainability and marine stewardship in the “Wave of Change” initiative, integrating environmental monitoring into hospitality operations.

Q12. What will the inaugural cohort do over the next year?

A12. The cohort will embark on a year-long journey of international engagement to amplify their proven models, facilitate knowledge exchange, and advance scalable adoption across emerging destinations.

Q13. How does this program align with Saudi Vision 2030?

A13. It supports Vision 2030’s pillars by promoting sustainable tourism that respects communities and cultures, drives economic diversification, and demonstrates Saudi Arabia’s global leadership and ambition.

Q14. What is the significance of Saudi Arabia’s role as a global partner?

A14. It reinforces Saudi Arabia’s position as a global convener, bringing together governments, businesses, investors, and innovators to ensure tourism growth creates enduring value for destinations and communities.

Q15. How does the program benefit emerging destinations?

A15. Emerging destinations gain access to proven models, knowledge exchange, and scalable solutions that address common challenges such as water scarcity, workforce gaps, and heritage preservation.

Q16. What economic benefits does sustainable tourism offer?

A16. Sustainable tourism can lead to more resilient destinations, higher-quality jobs, stronger local economies, and increased investment by de-risking projects and demonstrating measurable impact.

Q17. Which organizations partnered to create the Beyond Tourism initiative?

A17. The World Economic Forum and Saudi Arabia’s Ministry of Tourism partnered to create the Beyond Tourism initiative, with the Ministry serving as a global partner.

Q18. What challenges does the tourism sector face that this program addresses?

A18. The program addresses challenges including water conservation, workforce development, community livelihoods, clean energy adoption, heritage restoration, and marine stewardship, among others.

Q19. How does the program ensure recognition leads to real impact?

A19. The year-long engagement journey connects the cohort with governments, investors, and industry leaders, accelerating adoption of their models and creating a multiplier effect beyond the original initiatives.

Q20. What does the future hold for the Beyond Tourism Impact Stars program?

A20. The program is expected to continue identifying and supporting innovative tourism initiatives, with Saudi Arabia playing a leading role in shaping the global tourism agenda toward sustainability and community well-being.

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