Honoring the World’s Most Exceptional Tourism Destinations: Nominations Now Open for the Second TOURISE Awards

The second cycle of the TOURISE Awards officially launched today as a continuing global benchmark celebrating premier tourism destinations. The TOURISE Awards set a new global benchmark in 2025, celebrating destinations that deliver distinctive, purpose-driven travel experiences. In 2027, TOURISE will celebrate the destinations shaping tomorrow’s tourism; that deliver value across the entire journey, align with traveler purpose, and set new global standards for how the world travels, connects, and grows. Nominations are now open to the public from 1^st September to 19^th November 2026.

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The TOURISE Awards feature six distinct award categories: Best Arts and Culture Destination, Best Adventure Destination, Best Food and Culinary Destination, Best Shopping Destination, Best Entertainment Destination, and a new category: Best Wellness Destination. Together, the categories show the full traveler journey and the evolving ways destinations create memorable, meaningful experiences. In addition, a flagship Best Overall Destination award will recognize the destination that excels across all aspects of the traveler experience and sets a global benchmark as the most exceptional place to visit.

In line with the TOURISE ethos, the Awards recognize destinations with a strong sense of identity, measurable impact, and responsible management. Eligible destinations must have (i) a defined geographic scope (a city, region or site), (ii) a distinct identity and character that stems from culture, landscapes and attractions that shape how the destination is perceived by travelers, and finally (iii) must be backed by a tourism governing body responsible for ensuring a destination is effectively managed.

His Excellency Ahmed Al-Khateeb, Minister of Tourism for Saudi Arabia and Chairman of TOURISE said: “Recognizing excellence through the TOURISE Awards is more than a celebration, it is a decisive step toward shaping the future of global tourism. These awards shine a spotlight on premier travel destinations that are not only captivating travelers with unique experiences but are also leading with innovation, sustainability, and cultural authenticity. In a world where tourism is a powerful catalyst for economic growth, cultural exchange, and community empowerment, it is critical that we honor those destinations setting new standards of excellence and purpose.”

The TOURISE Awards will be judged by an independent jury panel comprised of a powerhouse of cross-industry trailblazers from the worlds of travel and tourism, fashion, culinary, art, retail, culture, adventure and entertainment:

• Albert Read – Former Managing Director, Condé Nast
• Filip Boyen – Former CEO, Forbes Travel Guide
• Bernold Schroeder – Former CEO, Kempinski Hotels
• Fiona Jeffery – Former Chair, World Travel Market; Former Chair, Tourism for Tomorrow
• Michael Ellis – Former Global Director, Michelin Guides
• Omar Samra – UN Goodwill Ambassador; Mountaineer and Polar Explorer
• Renaud de Lesquen – Former CEO, Givenchy; Former President, Dior Americas
• Lars Nittve – Former Founding Director, Tate Modern
• Caroline Rush – Former CEO, British Fashion Council
• Andrew Gibson – Former VP of Global Well Being, Accor Hotels

Albert Read, Jury Panel Chair & Category Lead said: “It is an honor to be part of the TOURISE Awards. Through the rigour of its processes and the caliber of the judging team, the TOURISE Awards have set a new benchmark in recognizing the leaders in travel. With its second awards, TOURISE has the opportunity to go further: to again recognize the year's outstanding destinations but, importantly, to also track their evolution through time, building what will become the ultimate measurements of long-term impact, progress and success in global tourism.”

Destinations are evaluated across 14 assessment criteria that includes authenticity, accessibility, safety, sustainability and visitor experience. Judges will assess what makes a destination stand out in its nominated category as well as a set of universal standards that every great destination is expected to meet.

Following a public nominations period, each category will have a shortlist of destinations, from which one winner and two distinguished finalists will be selected by the jury. The winners are honored at the TOURISE Awards ceremony, held alongside the TOURISE Summit in Riyadh on March 23, 2027.

Have your say in who receives the TOURISE Awards for the world’s most exceptional tourism destinations by nominating the destination you think makes a difference on the awards portal https://awards.tourise.com/ by 19 November.

About TOURISE

TOURISE is the world’s premier platform for redefining and shaping the future of tourism. Powered by the Saudi Ministry of Tourism, the inaugural TOURISE Summit took place 11-13, November 2025 in Riyadh. TOURISE convened visionaries from government, business, investment, tourism and technology communities to deliver high impact initiatives and transformative deals that will reset the industry and build a tourism sector that is sustainable, equitable, and future-focused. A year-round global platform, TOURISE sets the global conversation for the travel and tourism sector and brings together leaders who share a vision to shape the traveler economy. This is where the next 50 years of tourism are shaped.

For more information about TOURISE, visit www.TOURISE.com

About the TOURISE Awards:

The TOURISE Awards are a global celebration of destination excellence, recognizing places that deliver travel experiences that are purposeful, unforgettable, and aligned with the evolving expectations of today’s travelers. Judged by a prestigious cross-sector jury, the Awards honor destinations across six categories - Arts & Culture, Adventure, Food & Culinary, Shopping, Entertainment and Wellness - culminating in the flagship Best Overall Destination award. Now in their second cycle, the Awards continue to spotlight innovation, sustainability, cultural preservation, and visitor impact, setting a new global standard for what makes a destination truly exceptional.

Find out more about the TOURISE Awards at TOURISE.com/awards

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