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UN Report Urges Entrepreneurs to Leverage AI in Tourism

Shibara Island, one of the Red Sea projects in Saudi Arabia (Asharq Al-Awsat)
Shibara Island, one of the Red Sea projects in Saudi Arabia (Asharq Al-Awsat)
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UN Report Urges Entrepreneurs to Leverage AI in Tourism

Shibara Island, one of the Red Sea projects in Saudi Arabia (Asharq Al-Awsat)
Shibara Island, one of the Red Sea projects in Saudi Arabia (Asharq Al-Awsat)

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.

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Aljadaan: Emerging Markets Account for 70% of Global Growth

Al-Jadaan speaking to the attendees at the "AlUla Conference for Emerging Market Economies" (Asharq Al-Awsat
Al-Jadaan speaking to the attendees at the "AlUla Conference for Emerging Market Economies" (Asharq Al-Awsat
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Aljadaan: Emerging Markets Account for 70% of Global Growth

Al-Jadaan speaking to the attendees at the "AlUla Conference for Emerging Market Economies" (Asharq Al-Awsat
Al-Jadaan speaking to the attendees at the "AlUla Conference for Emerging Market Economies" (Asharq Al-Awsat

Saudi Minister of Finance Mohammed Aljadaan stressed Sunday that the world economy is going through a “profound transition,” saying emerging markets and developing economies now account for nearly 60 percent of the global Gross Domestic Product (GDP) in purchasing power terms and over 70 percent of global growth.

In his opening remarks at the AlUla Conference for Emerging Market Economies, organized by the Saudi Ministry of Finance and the IMF in AlUla, the minister said these economies have become an increasingly important driver of global growth with their share of global economy more than doubling since 2010.

“Today, the 10 emerging economies in the G20 alone account for more than half of the world growth. Yet, they face a more complex and fragmented environment, elevated debt levels, slower trade growth and increasing exposure to geopolitical shocks.”

“Unfortunately, more than half of low income countries are either in or at the risk of debt distress. At the same time global trade growth has slowed at around half of what it was pre the pandemic,” Aljadaan added.

The Finance Minister stressed that the Saudi experience over the past decade has reinforced three lessons that may be relevant to the discussions at the two-day conference, which brings together a select group of ministers and central bank governors, leaders of international organizations, leading investors and academics.

“First, macroeconomic stability is not the enemy of growth. It is actually the foundation,” he said.

“Structural reforms deliver results only when institutions deliver. So there is no point of reforming ... if the institutions are unable to deliver,” he stated.

Finally, he said that “international cooperation matters more, not less, in a fragmented world.”

Business

Georgieva from AlUla: Growth Still Lacks Pre-pandemic Levels

Kristalina Georgieva speaking to attendees at the second edition of the AlUla Conference for Emerging Market Economies (Asharq Al-Awsat)
Kristalina Georgieva speaking to attendees at the second edition of the AlUla Conference for Emerging Market Economies (Asharq Al-Awsat)
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Georgieva from AlUla: Growth Still Lacks Pre-pandemic Levels

Kristalina Georgieva speaking to attendees at the second edition of the AlUla Conference for Emerging Market Economies (Asharq Al-Awsat)
Kristalina Georgieva speaking to attendees at the second edition of the AlUla Conference for Emerging Market Economies (Asharq Al-Awsat)

International Monetary Fund (IMF) Managing Director Kristalina Georgieva said Sunday that world growth still lacks pre-pandemic levels, expressing concern as she expected more shocks amid high spending and rising debt levels in many countries.

Georgieva spoke at the AlUla Conference for Emerging Market Economies, organized by the Saudi Ministry of Finance and the IMF in AlUla.

The two-day conference brings together a select group of ministers and central bank governors, leaders of international organizations, leading investors and academics to deliberate on policies to global stability, prosperity, and multilateral collaboration.

Georgieva said that the conference was launched last year in recognition of the growing role of emerging market economies in a world of sweeping transformations.

“I came out of this gathering .... With a sense of hope for the pragmatic attitude and determination to pursue good policies and build strong institutions,” she said.

Georgieva stressed that “good policies pay off,” and said that growth rates across emerging economies reached four percent this year, exceeding by a large margin those of advanced economies that are around 1.5 percent.

Business

Saudi Arabia’s flynas, Syrian Civil Aviation Authority Partner to Launch 'flynas Syria'

The new airline will operate commercial air transport services in accordance with approved regulations and standards (flynas)
The new airline will operate commercial air transport services in accordance with approved regulations and standards (flynas)
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Saudi Arabia’s flynas, Syrian Civil Aviation Authority Partner to Launch 'flynas Syria'

The new airline will operate commercial air transport services in accordance with approved regulations and standards (flynas)
The new airline will operate commercial air transport services in accordance with approved regulations and standards (flynas)

Saudi budget carrier flynas has signed an agreement with the Syrian General Authority of Civil Aviation and Air Transport to establish a new commercial airline under the name "flynas Syria," with operations scheduled to begin in the fourth quarter of 2026.

Saturday’s agreement comes within the framework of bilateral cooperation between Saudi Arabia and Syria, as well as the strategic investment agreements between the two countries, coordinated with the Saudi Ministry of Investment and the Syrian General Authority of Civil Aviation and Air Transport.

The new airline will operate commercial air transport services in accordance with approved regulations and standards, meeting the highest safety and aviation security requirements. All licensing and operational procedures will be completed in coordination with the relevant authorities.

The carrier will be established as a joint venture, with 51% ownership held by the Syrian General Authority of Civil Aviation and Air Transport and 49% by flynas.

The new airline will operate flights to several destinations across the Middle East, Africa, and Europe. This expansion aims to bolster air traffic to and from Syria, enhance regional and international connectivity, and meet growing demand for air travel.

"This step is part of our commitment to supporting high-quality cross-border investments. The aviation sector is a key enabler of economic development, and the establishment of 'flynas Syria' serves as a model for constructive investment cooperation,” said Saudi Minister of Investment Khalid Al-Falih.

“This partnership enhances economic integration and market connectivity and supports development goals by advancing air transport infrastructure, ultimately serving the mutual interests of both nations and promoting regional economic stability,” he added.

President of the Syrian General Authority of Civil Aviation and Air Transport Omar Hosari also stated that the establishment of flynas Syria represents a strategic step within a comprehensive national vision aimed at rebuilding and developing Syria's civil aviation sector on modern economic and regulatory foundations.

“This will be achieved while balancing safety requirements, operational sustainability, investment stimulation, and passenger services. The partnership reflects the state's orientation toward smart cooperation models with trusted regional partners, ensuring the transfer of expertise, the development of national capabilities, and the enhancement of Syria's air connectivity with regional and international destinations, in line with global best practices in the air transport industry."

flynas Chairman Ayed Al-Jeaid stated that the company continues to pursue strategies aimed at growth and international expansion, describing the agreement as a historic milestone in the company's journey and a promising investment model in partnership with Syria.

flynas CEO Bander Al-mohanna said the step represents a qualitative leap in the company's strategy and financial performance, highlighting the transfer of the company's low-cost aviation experience to the Syrian market to support regional and international air connectivity.

flynas currently operates 23 weekly flights from Riyadh, Jeddah, and Dammam to Damascus, including two daily direct flights from Riyadh, one daily flight from Jeddah, and two weekly flights from Dammam.

The airline made history on June 5, 2025, by adding the Syrian capital to its network, becoming the first Saudi carrier to resume scheduled flights to Damascus.