Saudi Arabia AI is Revolutionizing Tourism Industry

Saudi Arabia welcomed over 100 million tourists in 2023, with tourism contributing 11.5% directly to the nation’s GDP. Last November, the Saudi Tourism Authority (STA) launched Sara, the world’s first AI-powered digital human travel companion, at the World Travel Market in London. Sara acts as a personal guide and concierge, offering tailored recommendations and assistance to tourists.

Beyond Sara, AI is being integrated into various aspects of Saudi tourism. AI-powered solutions are being used manage large-scale events, optimize airline operations, and enhance hospitality services. For example, NEOM, a giga-project under construction, is using AI to create seamless and personalized experiences for visitors. AI-powered augmented reality is also being implemented at heritage sites like AlUla and Diriyah, offering interactive and immersive tours.

In the hospitality sector, AI is being used to improve efficiency, personalize services, and enhance the guest experience. AI applications include demand forecasting, guest feedback analysis, and smart room settings. AI is also finding applications in sports and entertainment venues, such as managing large crowds and reducing queuing times.

Saudi Arabia has ambitious plans to expand the use of AI in tourism, including enhancing Sara’s capabilities, further developing AI talent, and investing in AI infrastructure. Saudi Arabia has committed to ethical AI development and is collaborating with international partners to ensure responsible AI implementation. The growing AI tourism market in Saudi Arabia presents significant opportunities for U.S. companies with expertise in AI-powered solutions to tailor their offerings to the tourism landscape in the above areas. U.S. companies can contribute their expertise to provide AI infrastructure and services and collaborate with Saudi entities to foster innovation in the tourism sector.

For more information, please contact Shariq Iqbal, Commercial Specialist at Shariq.Iqbal@trade.gov