TOURISE Awards 2027 Has Officially Launched, With A New Category Added: Best Wellness Destination

The TOURISE Awards enters its second iteration with expanded ambitions, positioning itself as the global benchmark for exceptional tourism destinations. This award initiative has been officially launched, with public nominations opening on 1 September 2026 to identify destinations that deliver tangible impact while shaping the future of world tourism.

While the inaugural 2025 edition established new standards by recognising destinations that deliver unique, purpose-driven travel experiences, the 2027 edition carries an even broader long-term perspective.

TOURISE aims to honour destinations that successfully create meaningful value across the entire traveller journey, align with visitor priorities, and set new global benchmarks for how the world travels, connects, and progresses.

Public nominations will remain open until 19 November 2026. Members of the public worldwide may submit nominations for destinations they believe have delivered real, positive impact for global tourism.

New Category: Best Wellness Destination

TOURISE Awards 2027 features six core categories that reflect the full diversity of modern travel experiences. These are: Best Arts and Culture Destination, Best Adventure Destination, Best Food and Culinary Destination, Best Shopping Destination, Best Entertainment Destination, and the newly introduced Best Wellness Destination.

The addition of the wellness category reflects the evolving way travellers define meaningful travel. Today, the quality of a travel experience is no longer judged solely by the location visited, but also by how a destination can deliver memorable, purpose-driven value for visitors.

Alongside these six categories, the flagship Best Overall Destination award will also be granted. This highest honour is awarded to destinations that demonstrate excellence across every aspect of the traveller experience, and which serve as a global gold standard for exceptional travel destinations.

Destinations Evaluated Beyond Popularity Alone

TOURISE Awards does not simply seek out famous tourist hotspots. Unique identity, real-world impact, and responsible governance are placed as non-negotiable core evaluation criteria.

Eligible destinations must have a clearly defined geographical scope, whether this is a city, region, or distinct site. Destinations must also possess a distinct authentic character rooted in local culture, landscape, and visitor attractions that shape traveller perception.

An additional eligibility requirement is the existence of an accountable dedicated tourism management body to ensure effective, sustainable destination governance.

Ahmed Al-Khateeb, Saudi Minister of Tourism and TOURISE Chairman, emphasised that this initiative is far more than just an award ceremony.

“Recognising excellence through the TOURISE Awards is not just a celebration – it is a critical intervention to shape the future of global tourism. This award shines a light on outstanding destinations that captivate travellers with unique experiences, while leading the industry in innovation, sustainability, and cultural authenticity,” he stated.

Independent Cross-Industry Jury Panel

To uphold the integrity of the evaluation process, TOURISE Awards operates with an independent jury comprised of senior leaders from across travel, tourism, fashion, gastronomy, arts, retail, culture, adventure and entertainment sectors.

Jury members include Albert Read, former Managing Director Condé Nast; Filip Boyen, former CEO Forbes Travel Guide; Bernold Schroeder, former CEO Kempinski Hotels; Fiona Jeffery, former World Travel Market Chairman and former head of Tourism for Tomorrow.

Additional jury members are Michael Ellis, former Global Director Michelin Guides; Omar Samra, United Nations Goodwill Ambassador, mountaineer and polar explorer; Renaud de Lesquen, former CEO Givenchy and former President Dior Americas; Lars Nittve, founding Director Tate Modern; Caroline Rush, former CEO British Fashion Council; and Andrew Gibson, former Global Vice President Wellbeing Accor Hotels.

Albert Read, Jury Chairman and Category Lead, noted that this second edition enables a more holistic assessment of destination development.

“It is an honour to serve as part of the TOURISE Awards. Through its rigorous evaluation framework and the calibre of this jury panel, TOURISE Awards has already set a new global benchmark for recognising leadership in tourism. With this second edition, we have the opportunity to advance this standard further, and once again honour the world's most exceptional destinations this year,” he commented.

14 Evaluation Criteria For Outstanding Destinations

The jury will apply 14 structured criteria during assessment. Measured factors include authenticity, accessibility, safety, sustainability, and end-to-end traveller experience.

Judges will evaluate both the unique distinguishing qualities of each destination, and performance against standardised universal industry benchmarks.

Following the close of public nominations, a shortlist will be finalised for each category. The jury panel will then select one winner and two honourable finalists from each shortlist.

All award recipients will be announced and honoured at the official TOURISE Awards ceremony, held concurrently with the TOURISE Summit on 23 March 2027 in Riyadh.

Public Invited To Nominate Standout Destinations

With the opening of public nominations, ordinary members of the public are given a voice to help identify destinations worthy of recognition on the global tourism stage.

Destinations demonstrating positive impact may be nominated via the TOURISE Awards portal no later than 19 November 2026.

With the introduction of the Best Wellness Destination category, and its core focus on impact, sustainability, authenticity and traveller experience, the second TOURISE Awards is far more than an industry recognition event.

Above all, TOURISE intends for this award programme to help establish new global standards for the tourism sector, and elevate destinations that are actively shaping the future of travel worldwide.