The World Economic Forum and Saudi Arabia have unveiled the first Beyond Tourism Impact Stars, recognising six private-sector initiatives that are tackling some of tourism’s biggest challenges — from water scarcity and environmental pressures to workforce development and ensuring tourism revenues reach local communities. Developed by the World Economic Forum with Saudi Arabia’s Ministry of Tourism and supported by Kearney, the programme spotlights tourism models that demonstrate how commercial growth can go hand-in-hand with stronger communities, environmental protection and more resilient destinations.
The inaugural winners span hospitality, technology, education, real estate and community tourism, with projects operating from Saudi Arabia and India to Southeast Asia and Egypt. The recognition comes at a pivotal moment for the global tourism industry. Travel and tourism is projected to generate $16 trillion in global GDP by 2034, accounting for more than 11% of the world economy. Yet that growth is unfolding against rising costs, workforce shortages, climate disruption and increasing pressure on destinations and local infrastructure.
Among the six Impact Stars is Accor’s Global Water Action, which embeds water conservation into hotel operations through staff training, local ownership, gamification and recognition. Iberostar’s Wave of Change takes a more technology-driven approach, using science, data, artificial intelligence and engineering to reduce the environmental footprint of hotel operations while supporting ecosystem restoration. In India, GHE Impact Ventures’ Himalayan Living Commons is working to increase the amount of tourism revenue retained by remote communities. Its approach combines locally owned enterprises with skills development, infrastructure and market access.
Discova’s Path to Self-Sufficient Tourism similarly works with rural communities across Southeast Asia, helping establish commercially viable tourism businesses before progressively transferring their ownership and management to local stakeholders. Meanwhile, Reviving Downtown Cairo, from Al Ismaelia for Real Estate Investment, demonstrates how tourism can support urban regeneration. The initiative restores historic buildings and gives them new uses while integrating local businesses and cultural programming.
The sixth winner brings the initiative back to Saudi Arabia. Sommet Education’s Empowering Saudi Hospitality Talent programme focuses on developing the Kingdom’s rapidly expanding tourism workforce through a national education partnership spanning entry-level training, professional development and executive leadership. The initiative reflects one of the major challenges facing fast-growing tourism destinations: ensuring that infrastructure and visitor growth are matched by a sufficiently skilled hospitality workforce.
Saudi Tourism Minister Ahmed Al Khateeb said the wider Beyond Tourism partnership was intended to move the global tourism conversation from ambition towards practical solutions. “Through key milestones like the inaugural cohort of Beyond Tourism Impact Stars and the first Beyond Tourism Day, we are establishing vital platforms that connect stakeholders and innovators, foster substantive dialogue, and deliver practical solutions to real industry challenges,” he said.
For the World Economic Forum, the six projects also demonstrate an emerging shift in how tourism success is being measured. Alois Zwinggi, President and CEO of the World Economic Forum, said the examples show that “commercial success and positive impact are not separate objectives”, pointing to approaches ranging from community partnerships and workforce programmes to data-driven technology and heritage-led development. The six Impact Stars will be recognised during the inaugural Beyond Tourism Day in Geneva, held under the theme Resilient Growth. Renewed Impact.
The gathering will bring together leaders from government, business and civil society to examine destination competitiveness, workforce readiness, investment, technology and innovation, with a particular focus on identifying tourism solutions capable of being scaled internationally. For an industry heading towards a $16 trillion economic footprint, the inaugural Impact Stars send a clear message: the next phase of tourism growth will increasingly be judged not simply by how many people travel, but by the value that growth leaves behind.
