- Ten principles for transformative tourism provide a roadmap for how a projected $16 trillion sector can strengthen communities, restore ecosystems and drive inclusive prosperity.
- The principles have united a global coalition, spearheaded by the World Economic Forum, that mobilizes leaders across sectors, industries and regions to reimagine tourism as a catalyst for sustainable growth and shared prosperity.
- A new report, released alongside the principles, underscores the critical need for coordinated cross-sector action to enable economic, social and environmental resilience.
- Read the principles here and the report here . Learn more about the Beyond Tourism initiative here .
Riyadh, Saudi Arabia, 11 November, 2025 - With travel and tourism projected to reach 30 billion trips and $16 trillion in global GDP by 2034, global leaders unveiled today the Principles for Transformative Tourism , a cross-sector, cross-industry framework to harness travel and tourism's potential as a net-positive force for people and planet.
The World Economic Forum initiative, supported by the Ministry of Tourism of the Kingdom of Saudi Arabia, marks a defining moment for one of the most interconnected segments of the global economy and presents a roadmap to guide the sector's evolution from growth-driven expansion to regenerative, inclusive prosperity.
"This is not about sustaining tourism as it is, it's about redesigning it for the next century," said Børge Brende, President and CEO, World Economic Forum. "The Principles for Transformative Tourism provide a blueprint to transform tourism as the world's first truly regenerative global sector, one that lifts communities, restores ecosystems and connects people in ways that endure."
A unique set of cross-sector, cross-industry coalition of global leaders has come together to unite stakeholders from hospitality, aviation, finance, technology, infrastructure and real estate to coordinate global action and unlock the sector's full potential. By redefining tourism as an ecosystem, not a fragmented set of industries, the initiative sets the stage for measurable standards for impact across every stage of travel, from infrastructure investment to visitor experience.
"These principles capture the spirit of transformation our sector needs, investing in a future-ready workforce, developing infrastructure for shared benefit, harnessing technology responsibly and protecting the ecosystems that sustain us," said Ahmed Al-Khateeb, Minister of Tourism, Kingdom of Saudi Arabia. "Together, they show how tourism can unlock human potential, strengthen global connectivity and advance sustainability as a shared responsibility."
The 10 Principles for Transformative Tourism
The principles outline 10 shared ambitions, establishing a new global roadmap for the future of travel and tourism.
- Align Market Opportunities with Local Strengths and Values
- Enable Responsible Choices for Evolving Travellers
- Empower Local Enterprise and Economies
- Invest in a Future-Ready Workforce
- Develop Infrastructure for Shared Benefit
- Balance Demand with Local Capacity
- Champion Cultural Heritage and Connection
- Revitalize and Protect Natural Ecosystems
- Strengthen Ecosystem Resilience
- Harness Data and Technology Responsibly
"Travel and technology depend on collaboration. By working together and leveraging technology, we can transform travel and create a more connected, sustainable and traveller-focused experience," said Luis Maroto, President and CEO, Amadeus. "Amadeus is proud to connect the ecosystem and drive responsible innovation across the industry."
A Turning Point for a Sector of Sectors
The principles, following the successful completion of the UN Tourism General Assembly and during the TOURISE conference in Saudi Arabia, define tourism as a "sector of sectors", an interconnected web of industries, communities and natural systems. The principles demonstrate how coordinated cross-sector action creates far greater economic, social and environmental benefits than isolated efforts.
As part of this new vision of tourism as a sector of sectors, a new report, Beyond Tourism: Coordinated Pathways to Inclusive Prosperity , released in collaboration with Kearney, examines how ecosystem thinking can be put into place in diverse contexts by drawing on global case studies that illustrate measurable results. The new research also indicates that the future of travel and tourism will be written not by any single actor but by the collective choices of an interconnected community.
"Tourism's next chapter will be written through coordination, not competition," said Bob Willen, Global Managing Partner and Chairman, Kearney. "The data and case studies in this report show that when governments, businesses, and communities align around shared outcomes, tourism becomes a powerful engine for inclusive prosperity and resilience. Kearney is excited about the growth in Tourism and Leisure markets worldwide, and we are proud to serve clients across the globe in delivering today while building for the future"
Driving Measurable Impact by 2030
As part of the launch, the cross-sector, cross-industry coalition announced plans to identify regional demonstration projects in 2026, testing how transformative tourism can:
- Solve pressing tourism challenges, from visitor and resident tensions to pressure on ecosystems
- Demonstrate sector value by boosting local economic prosperity, advancing inclusion and restoring natural and cultural assets
- Showcase new collaboration models that unite business, government and communities to deliver scalable, sustainable models for tourism development
These principles will also inform the creation of new benchmarking and insights tools to enable countries, communities and companies to track progress on regenerative outcomes.
A Global Call to Action
The Principles for Transformative Tourism mark the beginning of a coordinated global movement. During the coalition's inaugural gathering on the sidelines of the UN Tourism General Assembly and TOURISE conference in Saudi Arabia, more than 20 leading companies, international organizations, tourism boards and non-governmental organizations pledged support to advance the principles, including:
- Amadeus
- APCO
- Certares
- Diriyah Company
- Europcar International
- European Travel Commission
- Global Sustainable Tourism Council
- Hashoo Group
- JLL
- Kearney
- Meliá Hotels
- International Ministry of Tourism, Civil Aviation, Transportation and Investments, Antigua and Barbuda
- Ministry of Tourism of The Kingdom of Bahrain
- Ministry of Tourism of The Kingdom of Saudi Arabia
- Ministry of Tourism of The Republic of South Africa
- Pacific Asia Travel Association
- Rotana
- Skift
- Sommet Education
- Switzerland Tourism
- UN Tourism
- World Sustainable Hospitality Alliance
- Zurich Insurance Global
Governments, businesses and civil society are invited to join a global community of practice committed to transforming the sector and driving the future of global tourism ahead of the World Economic Forum Annual Meeting 2026 in Davos-Klosters and beyond.
