Is tourism marketing’s most underestimated trillion-dollar innovation economy?
As a new campaign from TOURISE takes over London’s Outernet, media and marketing leaders from the likes of Accenture, Google, Omnicom, Snap, Stagwell and TikTok are turning their attention to tourism’s next chapter.
TOURISE’s “Where Will You Be?” campaign lights up London’s Outernet.
What does the future of tourism mean for marketers? It turns out, everything.
Once shorthand for leisure and lifestyle, it’s now the $16tn powerhouse driving growth across transport, entertainment, wellness, AI and sustainability. According to the World Travel and Tourism Council, the sector supports one in every ten jobs worldwide – and its influence extends far beyond airports and hotels.
Sports tourism alone is projected to hit $1.3tn by 2032, as major events bring cities and economies to life. Global tours and concerts are redefining the link between culture and commerce, with local markets seeing a 25% uplift in hotel performance after major shows. Meanwhile, AI is transforming how people plan, book and experience travel – an emerging market expected to surpass $58bn by 2029.
And as travelers increasingly seek rest and reconnection, the wellness economy – now nearing $9tn – has become one of tourism’s most powerful engines.
“Tourism intersects with every industry. It fuels transportation networks, powers entertainment ecosystems, drives culinary exploration, and strengthens supply chains. It is the connective tissue of the global economy,” says TOURISE spokesperson Abdullah Aldakhil. “Together, these trends point to a powerful truth: the future of tourism is the future of everything, and it’s time to make sure the sector is headed in the right direction.”
Tourism meets culture, tech & storytelling in the Outernet
That transformation is being brought to life in the heart of London. This week (November 8-12), Outernet – the capital’s immersive digital district at Tottenham Court Road – plays host to a new out-of-home campaign asking a deceptively simple question: “Where will you be?”
It’s the creative centrepiece of TOURISE’s global campaign – led by Saudi Tourism Authority – designed to ignite a conversation about tourism’s place in the future of innovation and connection. Projected across Outernet’s high-definition walls, unlike tourism campaigns of the past, it’s not advertising destinations; rather it’s challenging perspectives.
Want to go deeper? Ask The Drum
“TOURISE’s dedicated Where Will You Be? campaign was crafted to start conversations and the future of tourism and the intersection of industries,” says Aldakhil. “The TOURISE brand is deliberately bold, informed, dynamic and impactful. It embodies the energy, diversity, passion, pride and impact that defines the future of tourism, just as the vibrant colour palette is a distinctive expression of the emotions that tourism brings to our lives and is a lens through which the future of global tourism can be seen.”
The installation’s timing is deliberate. As policymakers, cultural leaders and investors prepare for a year that will see tourism firmly back in growth mode, TOURISE’s message lands at the intersection of culture, technology and storytelling.
The future of tourism, being written in Riyadh
That same energy will take center stage later this week at the TOURISE Summit, held from November 11-13, 2025 in Riyadh, Saudi Arabia.
Billed as the world’s premier platform for global tourism leadership, the summit will unite decision-makers from government, business, investment and culture to chart the next chapter of the sector’s evolution. Speakers include the CEOs of Qatar Airways, Kayak and Expedia Group, alongside global ministers and innovators.
And there’s strong representation from the marketing industry too, notably John Wren, chairman and CEO of Omnicom Group; David Droga, vice-chair of Accenture; Gonzalo Brujo, global CEO and president of Interbrand; Ajit Mohan, chief business officer at Snap; Mark Penn, CEO of Stagwell; Caspar Lee, co-founder of Influencer.com; Christie Travers-Smith, director of EMEA strategic partnerships at Google; and Blake Chandlee, the former president of global business solutions at TikTok, among others.
Under the umbrella of the Saudi Ministry of Tourism and powered by the Saudi Tourism Authority, TOURISE aims to create a year-round platform for collaboration, transforming bold ideas into actionable solutions.
“Tourism is no longer just about going places; it’s the pulse of global innovation,” explains Aldakhil. “From how we move and dine, to how we play and connect, tourism is quietly powering transformation across industries. Now, the world’s most influential voices will gather in Riyadh – the first platform of its kind to unite all sectors under one roof – to define what comes next for the sector.”
Why it matters to marketers
For marketers and brand leaders, tourism has become an unexpected frontier – one that connects culture, creativity and commerce. From destination storytelling to sustainable innovation, it is shaping consumer expectations across industries.
And in an era defined by experiences, purpose and belonging, its influence on brand strategy is undeniable. Tourism reflects how people spend, what they value and how they connect – making it a barometer of modern culture as much as an economic powerhouse.
As the Outernet campaign lights up one of the world’s busiest intersections, it serves as a fitting metaphor for the conversation TOURISE wants to lead – one about convergence. Between culture and commerce, humanity and technology, movement and meaning.
The first TOURISE Summit takes place November 11–13, 2025 in Riyadh. For more information, visit www.tourise.com.
link
