The TOURISE Awards are returning for their second cycle, continuing their mission to recognize exceptional tourism destinations and set new benchmarks for the global travel industry.

Nominations for the 2027 TOURISE Awards are now open to the public from 1 September to 19 November 2026. The awards will celebrate destinations delivering distinctive, purpose-driven travel experiences while demonstrating strong performance across culture, sustainability, innovation and the wider visitor journey.

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 was held in Riyadh from 11 to 13 November 2025. The global platform brought together leaders from government, tourism, business, investment, and technology to develop high-impact initiatives and transformative deals designed to influence the future of the tourism sector.

TOURISE provides a space for industry leaders to exchange ideas, develop partnerships, and explore new opportunities shaping the travel economy. Its focus is on creating a tourism sector that is sustainable, equitable, and prepared for the future.

TOURISE Awards 2027 to Recognize Six Tourism Categories

The second TOURISE Awards will recognize destinations across six distinct categories, covering some of the most important areas of the modern travel experience.

The categories are:
• Best Arts and Culture Destination
• Best Adventure Destination
• Best Food and Culinary Destination
• Best Shopping Destination
• Best Entertainment Destination
• Best Wellness Destination

The introduction of Best Wellness Destination is new for the 2027 awards, reflecting the growing importance of wellness travel and destinations that offer meaningful experiences focused on wellbeing. Alongside these categories, the flagship Best Overall Destination award will recognize the destination that performs exceptionally across the complete traveler experience. The award will honor a destination that sets a global standard for excellence and offers a compelling reason for travelers to visit.

Together, the categories aim to capture the many ways destinations attract visitors, create memorable experiences, and respond to changing travel expectations.

Focus on Authenticity, Sustainability and Destination Management

The TOURISE Awards will look beyond popularity and visitor numbers. In keeping with the wider TOURISE vision, the awards recognize destinations with a clear identity, measurable impact and responsible management practices.

To qualify, destinations must meet three key requirements. They must have a defined geographic scope, such as a city, region, or site. They must also have a distinct identity shaped by their culture, landscapes and attractions, creating a recognizable character for travelers. In addition, each destination must be supported by a tourism governing body responsible for its effective management. These requirements place destination management, cultural identity and long-term tourism development at the heart of the awards.

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.”

Independent Jury to Select the World’s Leading Destinations

The TOURISE Awards will be judged by an independent jury bringing together senior figures and experienced leaders from travel and tourism, fashion, culinary, art, retail, culture, adventure and entertainment.

The 2027 jury includes:
• 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.”

14 Criteria to Shape the TOURISE Awards Judging Process

Destinations will be assessed against 14 criteria covering key aspects of the visitor experience and destination performance. The evaluation will consider factors including authenticity, accessibility, safety, sustainability, and the overall visitor experience.

Judges will examine what makes each destination stand out within its nominated category, while also considering universal standards expected of leading tourism destinations around the world. This approach gives destinations an opportunity to demonstrate not only what makes them attractive today, but also how they contribute to responsible and lasting tourism development.

Following the public nomination period, destinations will be shortlisted in each category. The jury will then select one winner and two distinguished finalists from each category. The winners will be recognized during the TOURISE Awards ceremony, which will take place alongside the TOURISE Summit in Riyadh on 23 March 2027.

The world’s next standout tourism destinations could be anywhere, and TOURISE is inviting the public to help decide which ones deserve the spotlight. With the 2027 awards set to recognize destinations making a real mark through experience, identity, and responsible tourism, the competition is now officially underway.

The question is now simple: which destination would you nominate?

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