Saudi Arabia’s tourism ministry opened public nominations for the second cycle of its TOURISE Awards on September 1, adding a wellness category and running the vote until November 19, according to a TOURISE announcement.
The awards, run by the Saudi Ministry of Tourism through its year-round TOURISE platform, form part of Riyadh’s push to position itself at the centre of global tourism policy as the kingdom diversifies away from oil under its Vision 2030 programme. Winners are announced at the TOURISE Summit in Riyadh on March 23, 2027.
The scheme now spans six categories: arts and culture, adventure, food and culinary, shopping, entertainment, and the newly added wellness. A flagship Best Overall Destination award sits above them. To be eligible, a destination must have a defined geographic scope, a distinct identity and a tourism governing body responsible for its management.
Destinations are assessed against 14 criteria including authenticity, accessibility, safety, sustainability and visitor experience. Each category produces a shortlist, from which the jury selects one winner and two finalists.
The judging panel is chaired by Albert Read, former managing director of Condé Nast, and includes Filip Boyen, former chief executive of Forbes Travel Guide; Michael Ellis, former global director of the Michelin Guides; Lars Nittve, founding director of Tate Modern; and Caroline Rush, former chief executive of the British Fashion Council.
Ahmed Al-Khateeb, Saudi minister of tourism and chairman of TOURISE, said the awards honoured destinations “leading with innovation, sustainability, and cultural authenticity.”
Read said the second cycle offered a chance to track destinations over time, “building what will become the ultimate measurements of long-term impact, progress and success in global tourism.” The inaugural TOURISE Summit was held in Riyadh in November 2025.
Why it matters for the trade
By convening a cross-sector jury of former luxury, hospitality and cultural executives and hosting the ceremony in Riyadh, Saudi Arabia is buying credibility and network access in markets where its human-rights record still deters some operators.
For destination marketing organisations, a TOURISE shortlisting offers reach into Gulf outbound and investment channels; the trade-off is lending profile to a Saudi state platform.
The new wellness category tracks where premium spend is moving, and signals which segments Riyadh wants to court as it builds out Red Sea and NEOM capacity.