RIYADH: Global tourism leaders gathered at the TOURISE conference at the King Abdulaziz International Conference Center on Nov. 11 to explore strategies for managing crowds and fostering discovery in travel.
The session, “Dispersion: Inspiring Discovery and Managing Crowds,” moderated by Noor Nugali, deputy editor-in-chief of Arab News, brought together executives from Japan, Switzerland, Europe, and Interbrand.
Each highlighted how artificial intelligence, data, and creative planning are reshaping the meaning of sustainable tourism.
Eijiro Yamakita, president and CEO of Japan’s JTB Corp., said digital systems are helping reduce congestion at tourist sites. Japan’s time-slot management program, he explained, has allowed visitors to avoid long queues while enhancing the overall experience.
“There was a huge queue, like a two-hour waiting time. But by introducing time store management people don’t have to wait,” he said.
He added that Japan is combining smart scheduling with improved mobility planning, including the use of electric vehicles to access remote areas and expanding parking hubs near major attractions to reduce environmental impact.
Martin Nydegger, CEO of Switzerland Tourism, emphasized that travelers will always want to see the country’s iconic landmarks but should also be encouraged to explore lesser-known destinations. Switzerland’s approach now focuses on lengthening visitor stays and distributing demand more evenly across regions.
“It would be irresponsible of me to tell a first-time visitor to Switzerland, ‘don’t go and see the Matterhorn,’” he said. “But what I certainly would say is don’t make this your sole reason to visit.”
“We really want to do whatever we can to make sure people invest enough time to stay in the country, because then you can combine the hotspots, the really great spots, you also want to come back and show your pictures and tell your stories about.” he added.
Eduardo Santander, CEO of the European Travel Commission, stressed that managing tourism in Europe is about shifting perspectives rather than restricting movement. He noted that while the continent’s infrastructure has limits, visitors can be inspired to explore beyond the usual hotspots.
“There’s a beautiful other Europe that you have yet to discover, and I agree with Martin, you cannot tell people what to do,” he said, adding that destinations should focus on highlighting lesser-known regions rather than limiting travelers.
Gonzalo Brujo, Global CEO and President of Interbrand, highlighted that technology and changing social behaviors will redefine leisure time and travel patterns.
“I expect that in 10 years from now, probably we would be working four days a week... We have three days to have fun, and maybe we can buy houses in other locations, in other countries, we can spend more money in travel and leisure.”
The panel concluded that collaboration among governments, operators, and technology companies is key to promoting tourism growth while avoiding overcrowding.
The discussion aligned with ’s broader tourism vision, which aims to expand travel beyond major cities and encourage visitors to explore heritage sites, natural landscapes, and emerging destinations across the Kingdom—a model many speakers said could shape the future of global tourism.
