Saudi Arabia drives AI-powered tourism revolution under Vision 2030

Saudi Arabia is spearheading a tourism transformation through advanced technologies, with artificial intelligence (AI) at the core of its Vision 2030 strategy. As part of the Kingdom’s push to diversify its economy beyond oil, officials are leveraging AI to build a “smart tourism” ecosystem that personalizes travel experiences, enhances infrastructure, and promotes sustainable development.

According to Bain & Company, Saudi Arabia is on track to lead the Middle East in hyper-personalized travel by 2025. AI will power intelligent platforms that anticipate traveler preferences, recommend tailored itineraries, and optimize bookings in real time.

A central component of this strategy is the newly launched TOURISE platform, a global digital hub that uses machine learning to analyze tourist behavior and deliver curated experiences across heritage, entertainment, and natural destinations in the Kingdom. Officials say the platform is designed to support seamless trip planning and provide data insights to tourism operators.

The initiative also involves partnerships with international tech firms to introduce smart mobility, immersive AR/VR experiences, and real-time translation tools aimed at enhancing the visitor journey. Sustainability remains a top priority, with AI being used to monitor environmental impact and promote responsible tourism.

Tourism Minister Ahmed Al Khateeb described the program as “a bold leap into the future of global travel,” positioning Saudi Arabia not just as a destination, but as a technological leader in next-generation tourism.