The Agentic Tourism Initiative was unveiled at the first TOURISE Summit, introducing the world’s first Agentic Protocol for Tourism—a universal AI framework designed to transform every stage of the traveller journey. Developed by TOURISE and Globant, the protocol enables intelligent, seamless, and sustainable travel experiences by defining how AI agents collaborate across the global tourism ecosystem. Founding members include Red Sea Global, Riyadh Air, WTTC, AWS, Salesforce, Trip.com, HUMAIN, and others. The initiative aims to harmonise technology with human-centred travel, supporting more personalised experiences and long-term destination sustainability through a shared, secure, and globally adaptable AI standard.