Saudi Arabia is a nation committed to rapid transformation - in its landscape, by embracing tourism and by celebrating its rich history. And now the Kingdom is championing the role of advanced technologies in the future of tourism to the nation.

Saudi Arabia's tourism sector continues to thrive, with a remarkable 73% increase in international tourist arrivals, and a staggering 207% growth in international tourism revenues, according to the World Tourism Barometer by UN Tourism.

AlUla Arch Rock

The Saudi Tourism Authority (STA) officially introduced "Sara," an AI tour guide, to the public at London's World Travel Market (WTM) last week. This exciting and innovative initiative has been spearheaded by the Saudi Tourism Authority, and aims to elevate the visitor experience and solidify the kingdom's position as a global tourist destination.

Sara is more than just a digital assistant, she is a knowledgable, virtual tour guide.

She is a knowledgeable and engaging companion, designed to provide real-time information and personalised recommendations to tourists. With a deep understanding of Saudi Arabia's rich history, diverse culture, and stunning landscapes, Sara offers a unique and immersive experience.

AI in the Future of Tourism in Saudi and Beyond

Sara's capabilities extend beyond basic information delivery. She can answer complex questions, understand visitor preferences, and suggest tailored itineraries.

By leveraging advanced AI, Sara can adapt to individual needs and preferences, ensuring a truly personalised experience.

Diriyah 2 (image courtesy Diriyah Company)

Whether you're exploring the ancient ruins of AlUla, the restored destination of Diriyah, the bustling metropolis of Riyadh, or the serene beauty of the Red Sea coast, Sara will be with you to guide you every step of the way. As Saudi Arabia opens its doors to the world, Sara is poised to become a symbol of the kingdom's commitment to progress and innovation.

In January, Saudi's newest airline, Riyadh Air, officially confirmed that the company will embrace the use of Generative Artificial Intelligence technology in order to provide passengers with a more customised travel experience, that will extend beyond solely travelling with Riyadh Air. Riyadh Air's strategic collaboration with AI provider, Adobe Experience Cloud will enhance the digital booking process for its customers, allowing for the seamless integration of other travel plans such as the booking of accommodation and a further onward travel, crafting a personalised travel experience for customers.

Riyadh Air_2

Apply for your tourist visa and check any requirements for your country of citizenship before travelling.

Apply for your tourist visa and check any requirements for your country of citizenship before travelling.

Passport 2

As Saudi Arabia continues to invest in technology and innovation, the adoption of Sara and the implementation of other aspects of Artificial Intelligence into travel and experiences in the Kingdom, represents a significant step towards the future of tourism.

By embracing AI, the Kingdom aims to create a seamless and unforgettable journey for every visitor.

@visitsaudi @wtmlondon

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