AI Saudi Travel Companion Wows London Expo Visitors

The Saudi Tourism Authority recently introduced an innovative travel solution at the World Travel Market (WTM) in London: SARA, an AI-powered virtual travel companion designed to offer personalized, real-time assistance to visitors exploring Saudi Arabia. This beta release represents a significant leap in Saudi Arabia’s mission to integrate advanced digital solutions into its tourism sector, aiming to become a globally competitive destination by 2030. At the WTM, SARA engaged directly with attendees, showcasing how artificial intelligence can transform travel into a more personalized, immersive experience.

Betting Big on AI in Tourism

Saudi Arabia has set ambitious goals for its tourism industry as part of Vision 2030, a broad national framework designed to reduce economic reliance on oil and open new avenues for growth. Tourism, as a pillar of this vision, is targeted to contribute 10% of the country’s GDP by the decade’s end, up from 3% in 2021. This ambitious objective has driven the country to invest in tech-forward solutions like SARA to stand out in the highly competitive global tourism market.

AI-powered innovations like SARA play a vital role in positioning Saudi Arabia as a top destination for international travelers. As the country hosts events such as the Riyadh Season and the annual Saudi Grand Prix, tourists now have access to an all-in-one travel companion capable of offering real-time insights, local tips, and tailored recommendations.

Meet SARA

At the heart of Saudi Arabia’s digital tourism strategy lies SARA, a digital female guide who, powered by artificial intelligence, is able to engage with tourists in meaningful ways. SARA’s technology enables her to offer insightful responses and recommend unique experiences for each user, from highlighting historic sites to suggesting popular modern attractions. SARA goes beyond being just a digital assistant by fostering connections with users, making her feel more like a knowledgeable friend than a mere guide.

Using conversational AI, SARA can discuss Saudi Arabia’s rich history, share tips on cultural customs, suggest places for dining and shopping, and more—all with a personalized touch. Her friendly, approachable tone and ability to provide in-depth information make her an ideal travel companion for those new to the region or seasoned travelers alike.

SARA at the World Travel Market

The World Travel Market in London is an annual gathering of the world’s top travel and tourism professionals, attracting representatives from over 180 countries. Saudi Arabia took center stage this year with the introduction of SARA at the Visit Saudi pavilion. The interactive experience allowed attendees to explore SARA’s capabilities firsthand, demonstrating how she can cater to a wide range of travel needs with accuracy and ease.

Through face-to-face interactions with SARA, visitors were introduced to popular attractions such as the UNESCO World Heritage site Al-Ula, the historic Diriyah Gate, and the futuristic NEOM project. Attendees were particularly impressed with SARA’s storytelling abilities, as she shared fascinating details about lesser-known sites, like The Edge of the World rock formations and the hidden Farasan Islands in the Red Sea.

Feedback from the event highlighted a trend of growing interest in Saudi Arabia, with many attendees citing SARA’s assistance as a primary reason to consider the Kingdom as a future travel destination. By fostering curiosity and excitement about Saudi Arabia’s diverse offerings, SARA became a bridge, bringing the richness of the Kingdom to a global audience.

The Impact of AI on Saudi Tourism

Saudi Arabia’s adoption of AI within its tourism sector reflects a broader global shift towards smart tourism. AI-driven applications like SARA not only streamline the travel experience but also create a bridge for meaningful cultural exchanges.

SARA utilizes Natural Language Processing (NLP), a sophisticated form of artificial intelligence that helps her understand and respond to conversational language as if she were a human guide. NLP allows her to interpret visitor inquiries with precision, whether tourists are asking about dining options, directions, or the best times to visit certain landmarks.

The advantage of SARA’s AI capabilities goes beyond simple responses. She can recommend itineraries based on the user’s travel interests—be it adventure, history, or cultural immersion. For instance, a visitor interested in Islamic history might be directed to Mada’in Saleh, also known as Al-Hijr, a significant archaeological site featuring well-preserved rock-cut tombs from the Nabatean Kingdom. Meanwhile, adventure seekers may find themselves encouraged to experience Saudi’s stunning deserts through guided camel treks or dune bashing tours.

SARA’s Main Features

SARA isn’t just about providing information; she offers a tailored travel experience designed to make each journey memorable and seamless. Here’s an in-depth look at the features that make SARA a valuable companion for tourists:

1. Travel Itineraries: SARA’s ability to curate itineraries based on user interests is among her most popular features. With knowledge of Saudi Arabia’s vast geography and cultural heritage, she can guide visitors to both popular sites and hidden gems, making each travel plan unique.

2. Cultural Tips: Saudi Arabia’s customs can be unfamiliar to international travelers, and SARA is here to help with etiquette tips. For example, she can advise travelers on dress codes, proper greetings, and dining customs, ensuring they feel comfortable and informed.

3. Dining Recommendations: SARA is well-versed in Saudi cuisine, recommending everything from traditional dishes like Kabsa and Shakshouka to more modern dining experiences in Riyadh’s upscale restaurants. She can suggest specific eateries and even point visitors toward unique regional specialties, such as the seafood of Jazan and the dates of Qassim.

4. Event Notifications: With Saudi Arabia hosting numerous international events like MDL Beast Festival and AlUla Arts Festival, SARA can keep tourists informed about what’s happening around the Kingdom, providing details on dates, ticketing, and other logistics.

5. Real-Time Language Assistance: Language can be a barrier for some travelers, but SARA’s language assistance feature helps break down these walls. SARA can provide translations and even teach users simple Arabic phrases to ease interactions with locals.

6. Weather Alerts: As Saudi Arabia spans a variety of climates, SARA offers real-time weather alerts and safety notifications to help travelers prepare for conditions they may not be familiar with, such as desert temperatures or seasonal sandstorms.

How AI is Transforming Tourism?

Saudi Arabia isn’t alone in recognizing the value of AI-driven tools in the tourism industry. Across the globe, artificial intelligence is transforming how destinations engage with visitors, offering more accessible, responsive, and meaningful travel experiences.

For instance, Japan recently introduced AI-powered robots in hotels and airports to guide tourists, providing directions and travel tips in multiple languages. In Singapore, an AI system analyzes visitor data to optimize the distribution of tourists across the country, avoiding congestion at popular sites while recommending quieter attractions. Similarly, Dubai uses AI to monitor visitor satisfaction in real-time, adjusting tourism services based on direct feedback from travelers.

Saudi Arabia’s focus on SARA as a virtual companion places the Kingdom at the forefront of these advancements, leveraging AI not only to enhance user experience but also to drive sustainable tourism practices.

SARA: A Key to Saudi Arabia’s Tourism

The Kingdom’s tourism sector has grown remarkably in recent years, bolstered by policies that make it easier for international tourists to visit. The e-visa system, launched in 2019, allowed visitors from over 49 countries to enter Saudi Arabia with minimal paperwork. Since then, the tourism industry has reported a steady rise in international visitors, with 16.6 million arriving in the first half of 2024 alone.

Saudi Arabia’s decision to invest in AI technologies like SARA aligns with these growing numbers. As the Kingdom aims to attract 100 million tourists annually by 2030, digital tools like SARA provide the infrastructure needed to manage and enrich visitor experiences on a large scale.

Additionally, with Saudi Arabia’s booming event industry—including concerts, sports events, and festivals—SARA helps direct travelers to suitable accommodations, guides them to event venues, and provides historical and cultural context to enhance their overall experience. Her role is especially pivotal as the Kingdom prepares to host larger events and welcomes a more diverse demographic of international tourists.

The Future of AI in Saudi Tourism

While SARA currently offers an impressive range of services, the Saudi Tourism Authority envisions even more for her development. Future plans include integrating augmented reality (AR) features, allowing travelers to use SARA as a virtual guide on walking tours and to explore historical sites through interactive 3D visuals. Imagine arriving at the Al-Turaif district in Diriyah and seeing a 3D re-creation of how the site looked centuries ago, narrated in real time by SARA.

Additional language support, more travel categories, and interactive itineraries are also in the pipeline, aimed at making SARA a comprehensive companion capable of addressing a wider range of visitor interests. This continuous improvement will ensure that as Saudi Arabia’s tourism landscape expands, SARA remains relevant and responsive to the needs of her users.

Global Tourism Hub

As Saudi Arabia gains recognition on the global stage, the Kingdom’s unique blend of heritage and innovation is appealing to a broader audience. From the dunes of Rub’ al Khali (the Empty Quarter) to the bustling cityscape of Riyadh, Saudi Arabia offers experiences that resonate with different types of travelers. For instance:

• Adventure Tourists: SARA might guide adventure enthusiasts to the towering dunes of Al Ahsa Oasis, where they can try camel rides, sandboarding, or quad biking.
• History Buffs: Visitors interested in ancient civilizations can explore Nabatean sites like Hegra, SARA’s recommendations steeped in rich historical context.
• Luxury Travelers: With its growing luxury hotel offerings, Saudi Arabia appeals to upscale tourists looking for a unique blend of opulence and tradition, such as stays at the Ritz-Carlton Riyadh or the ultra-modern Futuristic City of NEOM.

As a digital ambassador, SARA brings these experiences to life, helping to reinforce Saudi Arabia’s reputation as a welcoming, culturally rich, and technologically advanced destination.

SARA: The Future of Sustainable Tourism

A key component of Saudi Arabia’s tourism vision is sustainability. With rising numbers of tourists, SARA contributes to sustainable tourism by offering intelligent recommendations that reduce environmental impact. For example, during peak travel times, she can suggest lesser-known destinations to help prevent over-tourism at popular sites like Al-Ula or Mada’in Saleh.

SARA’s ability to guide travelers to eco-friendly accommodations, encourage sustainable practices, and educate visitors on local conservation efforts is invaluable. She helps ensure that as Saudi Arabia’s tourism industry flourishes, it does so responsibly and with a commitment to preserving the Kingdom’s natural and cultural heritage.

SARA, a Trailblazer in AI-Driven Travel

SARA represents Saudi Arabia’s commitment to transforming the travel experience through technology. As a pioneering AI travel companion, she empowers visitors to explore Saudi Arabia with confidence and curiosity, offering insights that would otherwise be inaccessible to most travelers.

From her debut at the World Travel Market in London to her future evolution, SARA is more than just an app—she’s an embodiment of Saudi Arabia’s vision for a modern, inclusive, and tech-savvy tourism industry. For travelers around the world, SARA promises a unique experience that bridges the old with the new, inviting everyone to discover Saudi Arabia in a way that is as enriching as it is memorable.

With innovations like SARA leading the way, Saudi Arabia’s tourism sector is poised for incredible growth, transforming the Kingdom into a must-visit destination and setting new standards for AI-driven travel worldwide.