For the first time at the World Economic Forum Annual Meeting, tourism was not a sideshow — it was the stage. The inaugural Global Tourism Forum Davos 2026 marked a milestone moment for the global travel industry, elevating tourism to the level of core economic and policy discussions during the weeklong WEF in Switzerland. Long seen as a secondary agenda, the sector was now positioned alongside finance, technology, and sustainability — gaining serious traction as a force for diplomacy, investment, and economic transformation. Held alongside the official WEF programming, the new tourism summit brought together heads of state, sovereign fund leaders, tourism ministers, investors, and CEOs under a unified goal: to shape the future of tourism as a driver of resilience, cooperation, and global recovery.
Saudi Arabia Pushes Economic Diversification via Tourism
Speaking during the main WEF forum, Saudi Arabia’s Minister of Tourism Ahmed Al Khateeb reinforced tourism’s place at the centre of the Kingdom’s economic strategy. Al Khateeb revealed that Saudi Arabia received 122 million visitors in 2025, up nearly 5% from the previous year — a major step toward its ambitious Vision 2030 target of 150 million annual visitors. “We are building destinations and experiences for future travelers, not the past travelers,” he said, referencing airport upgrades, infrastructure investments, and expanded hospitality offerings.
With total tourism spend reaching an estimated SR300 billion ($81 billion) in 2025, the Kingdom is reshaping itself as a global leisure and cultural destination. His remarks echoed broader Davos themes: that tourism is no longer a consumer product, but a pillar of national economic planning and soft power.
Sri Lanka Frames Tourism as Bridge for Peace
One of the forum’s most high-profile interventions came from Sri Lanka’s Prime Minister Dr. Harini Amarasuriya, who addressed a session titled “Tourism as Soft Power and Diplomatic Capital.” Her remarks framed tourism not only as a sector for economic development but as a “bridge for international trust and cultural exchange” amid ongoing global crises. “Tourism is not only an economic sector but also a vital diplomatic bridge that supports livelihoods, builds relationships and connects people,” she said, highlighting Sri Lanka’s post-crisis recovery and the role of transparency and partnerships in rebuilding trust with travellers.
Qatar Positions Tourism as a Driver of Innovation
At the Invest Qatar Pavilion, Saad Al Kharji, Chairman of Qatar Tourism, joined a high-level Financial Times-hosted dialogue on the sidelines of the WEF. He focused on tourism’s role in sustainable growth, digital transformation, and international cooperation. “In an increasingly uncertain global landscape, tourism continues to play a vital role in fostering collaboration, openness, and innovation,” he said, referencing Qatar’s strategy to future-proof its tourism offerings through smart technology and global partnerships. Qatar’s participation underlined the Gulf region’s unified push to position tourism as more than an economic add-on — but as a critical component of nation branding and multilateral cooperation.
“Power of 40” at Davos
In parallel with these engagements, the Global Tourism Forum (GTF) hosted its exclusive “Power of 40” event on January 20 — a curated roundtable of global decision-makers including heads of state, sovereign wealth funds, hospitality CEOs, investors, and aviation executives. Industry watchers described this moment as a “strategic leap” — shifting tourism from being discussed in fringe events and investment chats to being embedded in global policy discourse. This was not just about marketing destinations, but reframing tourism as economic infrastructure, social cohesion, and innovation hub. Davos 2026 was held under the theme “A Spirit of Dialogue”, with nearly 60 heads of state and hundreds of global CEOs participating. The shift in tone around tourism came amid global challenges — from recession fears and climate shocks to AI disruption and workforce volatility. And yet, tourism’s positioning was one of optimism, strategy, and long-term vision.
Events like Saudi’s upcoming 2034 FIFA World Cup and the 2027 AFC Asian Cup, or Qatar’s investment in experience tourism, reflect a broader trend: tourism is now seen as a forward-looking engine of growth — not just a post-pandemic rebound story. As the Davos spotlight showed, tourism is no longer knocking at the door. It has stepped into the room — with data, diplomacy, and direction.
