When TOURISE unveiled its cross-sector Advisory Board earlier this month, the headlines focused on the ambition of the platform: a new global stage for tourism, hosted in Riyadh this November, that promises to bring together voices far beyond the sector’s traditional boundaries.

But who exactly sits on this 14-member board? What do they each bring to the table? And how will their expertise shape the “rewriting of the rules” that TOURISE is promising?

BTN has gone behind the announcement to profile the individuals handpicked to advise this bold new initiative.

Policy and Advocacy: Julia Simpson

Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC), has built her career at the intersection of government, aviation, and global advocacy. With experience in Downing Street, British Airways, and Iberia, she now champions the sector’s voice at the highest levels.

Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC)

She frames TOURISE not as another conference but as a turning point:

“TOURISE is more than a summit; it’s a catalyst for global transformation in tourism.”

Expect Simpson to push for evidence-based policy recommendations and to ensure sustainability and equity are embedded across the agenda.

The Sustainability Standard-Setter: Randy Durband

As CEO of the Global Sustainable Tourism Council (GSTC), Randy Durband is arguably the sector’s leading voice on ESG and certification. His background spans three decades with major tour operators before pivoting to sustainability.

Randy-Durband, CEO, GSTC

Durband sees TOURISE as a chance to move from talk to measurable change:

“Our collective responsibility to the planet is more urgent than ever. Platforms like TOURISE can unite action across industries to deliver real change.”

His presence ensures the summit will be judged by the highest global standards — not just lofty intentions.

Tech and Digital Transformation: Luis Maroto & Blake Chandlee

Few areas will transform tourism more in the next decade than technology. TOURISE has recruited two of the most influential figures.

Luis Maroto, CEO of Amadeus, has guided one of the industry’s most powerful tech firms through its IPO and into the age of AI-driven distribution. He will bring insights on digital infrastructure and the data economy underpinning the travel experience.

Luis Maroto, CEO of Amadeus

Blake Chandlee, who recently stepped back from his role as TikTok’s President of Global Business Solutions, knows more than most about building global engagement. At Facebook and TikTok he pioneered new ways for brands to connect with communities. Expect him to challenge the sector on how it markets itself to the next generation:

Blake Chandlee, President, Global Business Solutions at ByteDance, ikTok

“Brands that thrive are those who build genuine communities, not just customers.”

The Experience Economy: Neil Jacobs & Stephane Lefebvre

At a time when tourism is shifting from places to experiences, the board features two leaders from the cutting edge.

Neil Jacobs, former CEO of Six Senses and now founder of Wild Origins, has long been a pioneer of sustainable luxury. He embodies the shift towards regenerative models where luxury and sustainability go hand in hand.

Neil Jacobs, Chief Executive Officer Chief Executive Officer Six Senses Hotels Resorts Spas

Stephane Lefebvre, President of Cirque du Soleil, leads one of the most iconic names in global entertainment. He understands how culture and creativity elevate destinations and make travel memorable.

Stephane Lefebvre, President of Cirque du Soleil

Governance, Innovation and Ground Realities

Jordi Carnes, a former Director General of Turisme de Barcelona and now head of innovation centers Leitat and CTECNO, bridges the worlds of governance and R&D. He will ensure regional innovation ecosystems are represented.

Jordi Carnes, a former Director General of Turisme de Barcelona

Mario Enzesberger, founder of Liberty International Tourism Group, brings the grounded perspective of a global DMC, representing the operational heart of tourism.

Mario Enzesberger, founder of Liberty International Tourism Group

Patrick Andersen, CEO of Carlson Wagonlit Travel, speaks for the corporate travel sector, vital to the recovery of airlines, hotels, and destinations alike.

Patrick Andersen, CEO of Carlson Wagonlit Travel

Human-Centered Innovation: Mo Gawdat

The former Chief Business Officer of Google [X] and now founder of One Billion Happy, Mo Gawdat is both technologist and philosopher. His mantra is clear: technology must serve human happiness, not the other way around. Expect him to anchor discussions of AI and innovation in human well-being.

Mo Gawdat, The former Chief Business Officer of Google [X] and now founder of One Billion Happy

Aviation and Infrastructure: Thomas Woldbye

As CEO of Heathrow Airport, Thomas Woldbye leads one of the busiest hubs in the world. His voice will be crucial on aviation’s role in enabling growth while meeting climate goals. He is likely to push for smarter infrastructure and greener connectivity.

Thomas Woldbye, CEO of Heathrow Airport

Anchoring in Saudi Arabia: Fahd Hamidaddin & Fabien Fresnel

Two figures will ensure TOURISE stays firmly aligned with the host nation’s ambitions.

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, has driven record-breaking growth in Saudi visitor numbers and global campaigns. As Vice Chair of TOURISE, he will ensure the platform leaves a lasting legacy beyond the summit.

Fahd Hamidaddin, CEO of the Saudi Tourism Authority

Fabien Fresnel, CEO of the Riyadh School of Tourism and Hospitality, will highlight the importance of workforce development and talent pipelines as the foundation of future growth.

Fabien Fresnel, CEO of the Riyadh School of Tourism and Hospitality

Execution and Events: Jean-Philippe Cossé

Finally, global events specialist Jean-Philippe Cossé will bring his convening expertise to ensure TOURISE is not just ambitious in vision but world-class in delivery.

More Than a Summit: A Movement in the Making

Taken together, the TOURISE Advisory Board is more than a list of names. It is a blueprint for the future of tourism: policy-shapers, sustainability leaders, digital pioneers, cultural innovators, and operational veterans all at one table.

As Breaking Travel News Editor-in-Chief Justin Cooke observes:

“Saudi isn’t just building TOURISE for itself – it’s making a play for the world. This is an attempt to move beyond national promotion and create a global platform where tourism can be reimagined. If it works, TOURISE could become Saudi Arabia’s most important gift to the global industry.”

Justin Cooke, Breaking Travel News, Editor-in-Chief

Their task is to ensure TOURISE isn’t just another gathering but a movement that rewrites the rules of global tourism— putting sustainability, innovation, and inclusivity at the core of the industry’s future.

BTN will continue to follow their work closely in the run-up to the Riyadh summit in November.

For more information on TOURISE, the Advisory Board, or to register your interest in attending, visit www.tourise.com

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Source: breakingtravelnews.com