Saudi Arabia is accelerating its efforts to integrate artificial intelligence (AI) into its tourism sector, aiming to enhance its global leadership in technological innovation and modernize the industry. As the government invests in AI-driven solutions to transform tourism, private sector companies are urged to keep pace with these advancements. Experts say AI will not only improve efficiency but also drive innovation and help the sector navigate future challenges in an increasingly competitive global market.
The United Nations World Tourism Organization (UNWTO) has emphasized AI’s significance in shaping the future of tourism.
According to UNWTO estimates, AI is expected to contribute between $15.7 trillion and $19.9 trillion to the global economy by 2030. Generative AI alone could add between $2.6 trillion and $4.4 trillion annually. Recognizing these projections, UNWTO has intensified its focus on technological solutions, including AI, by launching initiatives such as the AI Challenge for Startups, which targets emerging and established companies demonstrating significant potential in tourism and technology.
Saudi Arabia’s AI-Driven Tourism Vision
Saudi Arabia has taken significant steps to integrate AI into its tourism industry, aligning with Vision 2030 and its commitment to transforming the sector. The government has invested heavily in technology and data analytics to support evidence-based decision-making for future developments. It has also formed partnerships with leading global AI firms to enhance capabilities and integrate advanced solutions.
The Kingdom has hosted conferences and events highlighting AI’s impact on tourism, including the “AI in Tourism” conference during the Global AI Summit in Riyadh. Additionally, it has established ethical AI guidelines to ensure sustainable sector growth.
Massive investments in smart city development and digital infrastructure further demonstrate Saudi Arabia’s commitment to AI-driven tourism. Projects such as NEOM and Qiddiya are prime examples of this strategy, integrating cutting-edge technologies to enhance tourism offerings.
Saudi entrepreneurs and tourism specialists assert that local startups are well-prepared to accelerate AI adoption, ensuring a sustainable and technologically advanced tourism sector. AI is expected to serve as a transformational force in the industry, particularly as the Kingdom undergoes rapid progress and records high growth rates in global tourism indicators.
Challenges
Despite enthusiasm and readiness for AI integration, several challenges remain. Promoting digital literacy across the tourism sector, encouraging innovation to keep up with global advancements, and ensuring seamless AI integration across various industry segments are key hurdles.
Naif Abdullah Al-Rajhi, CEO of Fursan Travel and Tourism, stressed the importance of innovation in aligning with Saudi Arabia’s tourism ambitions. He noted that modern technologies could help increase the annual number of tourists to 150 million by 2030. Speaking to Asharq Al-Awsat, he explained that developing and implementing AI technologies across operations, management, and services would significantly enhance the sector’s efficiency and contribute to achieving Vision 2030 goals. He also highlighted Saudi Arabia’s investment in large-scale tourism projects, reinforcing the country’s long-term aspirations.
Al-Rajhi emphasized that integrating AI-driven data applications for evaluating tourism activities and projects is essential, as the industry is becoming an increasingly important economic driver for the Kingdom.
Risk Mitigation
Nasser Al-Ghailan, founder and CEO of Amala Tourism Investment, pointed out that Saudi businesses are aware of the country’s rapid tourism expansion and must accelerate AI adoption through risk-mitigation strategies that ensure sustainable growth. He underlined the need for tourism companies to adapt quickly to AI-driven transformations, allowing them to deliver highly accurate travel recommendations, provide comprehensive destination insights, and conduct in-depth data analysis for improved decision-making.
Supporting AI-powered solutions enhances efficiency and improves the traveler experience. Al-Ghailan stressed that AI is essential for meeting evolving customer expectations, from optimizing services to enhancing visitor experiences, solidifying tourism’s role as a key driver of economic growth.
Business Efficiency
General Manager of Al-Sarh Travel and Tourism Muhaibib Al-Muhaibib explained that AI is fueling innovation in the tourism industry and driving sustainability efforts. He noted that the rapid development of Saudi Arabia’s tourism sector has paved the way for AI-driven business efficiencies and improved guest experiences.
He further stated that Saudi Arabia’s investment in technology and data analytics has played a crucial role in enhancing commercial operations and creating seamless experiences for tourists. AI’s influence extends beyond basic service improvements, impacting key sectors such as transportation, hospitality, and aviation.
