Saudi Arabia Leverages AI to Transform Tourism Experience, Targeting 150 Million Annual Visits by 2030
Saudi Arabia is extensively integrating artificial intelligence (AI) into its tourism sector to enhance the visitor experience, aiming to achieve 150 million annual visits by 2030. This initiative spans the entire traveler journey, from initial destination searches to navigation and crowd management. Key AI-powered tools already in use include the Nusuk AI assistant, which supports over 180 languages and has assisted more than 2 million users in religious tourism, and the Ministry of Hajj and Umrah's Digital Mutawwif, which uses spatial AI to guide pilgrims and analyze crowd dynamics. The Saudi Tourism Authority also introduced SARA, an AI-powered digital human, in 2024 to answer visitor questions and provide personalized recommendations. The Ministry of Tourism has partnered with Accenture Saudi Arabia to develop AI solutions, advance research in responsible AI, and build smart tourism destinations. This strategic adoption of AI is part of a broader effort to expand the Kingdom's tourism sector and meet i...