A new global initiative has been launched to recognise the world’s most exceptional travel destinations, with the announcement of the TOURISE Awards, a programme created to honour places that are redefining what it means to travel.
Backed by Saudi Arabia’s Ministry of Tourism and part of the broader TOURISE platform, the awards aim to spotlight destinations that deliver not only memorable experiences but also meaningful and measurable impact across the tourism journey. Nominations are now open and will remain so until 9 July 2025. Winners will be honoured at the TOURISE Summit, scheduled to take place in Riyadh from 11 to 13 November 2025.
Speaking at the official launch, TOURISE CEO Jean-Philippe Cossé said:
“Tourism is more than an economic driver — it is a powerful force for connection, culture, and sustainability. The TOURISE Awards are a celebration of destinations that lead with vision, purpose, and impact.”
The awards programme, announced via virtual press conference in May, seeks to establish a new global benchmark by recognising destinations with strong cultural identity, effective governance, and forward-thinking approaches to tourism. Nominees must be managed by a recognised tourism authority and offer a clear sense of place shaped by local culture, landscapes, and attractions.
The awards are divided into five core categories:
- Best Arts and Culture Destination
- Best Adventure Destination
- Best Food and Culinary Destination
- Best Shopping Destination
- Best Entertainment Destination
A flagship award – Best Overall Destination – will be given to the location that excels across all aspects of the traveller experience, setting a global standard for excellence.
Destinations will be judged by an independent panel of global experts from the travel, hospitality, fashion, art, and cultural sectors. Among the panel members are Filip Boyen (former CEO, Forbes Travel Guide), Michael Ellis (former global director, Michelin Guides), Fiona Jeffery (former Chair, World Travel Market), and Omar Samra (UN Goodwill Ambassador and explorer).
Destinations will be evaluated using ten specific assessment criteria across three pillars: offering, value, and convenience. Judges will examine each nominee’s strengths in areas such as innovation, authenticity, accessibility, sustainability, and safety — all of which contribute to an inclusive and memorable visitor experience.
The awards form part of the wider TOURISE Summit, which will bring together global leaders from the worlds of tourism, investment, and innovation. The three-day gathering in Riyadh is expected to feature high-profile speakers, international media, and a programme focused on reimagining the future of travel.
Travellers, tourism professionals, and organisations are now invited to nominate their chosen destinations via the TOURISE Awards portal at www.tourise.com/en/awards. Nominations close on 9 July 2025.
For more details, visit www.tourise.com.
