TLDR: Saudi Arabia is strategically integrating artificial intelligence, augmented reality, and virtual reality into its tourism sector to enhance visitor experiences and diversify its economy. This initiative, aligned with Vision 2030, aims to significantly increase annual visitors to 150 million by 2030 and boost tourism’s contribution to GDP from 3% to 10%. The Kingdom is leveraging these technologies for personalized trip planning, streamlined travel, and immersive cultural storytelling, positioning itself as a global tourism hub.
Saudi Arabia is making significant strides in transforming its tourism landscape by strategically adopting advanced smart technologies, including artificial intelligence (AI), augmented reality (AR), and virtual reality (VR). This ambitious initiative is a cornerstone of the Kingdom’s broader economic diversification agenda, aiming to redefine the visitor experience and establish Saudi Arabia as a leading global tourism destination.
Under the ambitious Vision 2030, tourism is positioned as a crucial non-oil growth engine. The National Tourism Strategy sets a target of attracting 150 million annual visitors by 2030 and aims to elevate the sector’s contribution to the Gross Domestic Product (GDP) from its current 3 percent to a substantial 10 percent. The integration of these cutting-edge technologies is evident across flagship projects such as Neom and the Red Sea Project, which are designed to offer unparalleled visitor experiences.
Nicholas Nahas, a partner and tourism & hospitality global competence center lead at Arthur D. Little, highlighted the strategic importance of this integration. ‘In Saudi Arabia, smart tourism, while not always explicitly referenced or promoted as such across its portfolio of tourism developments, is subtly being integrated as a strategic enabler of the country’s broader economic shift to diversifying its economy,’ Nahas stated. He further elaborated that this includes ‘artificial intelligence for personalized trip planning, biometric systems to streamline travel and immigration, IoT-enabled controls in accommodations, and AR/VR to create immersive storytelling at cultural and entertainment sites.’ Nahas emphasized that these smart technologies are being planned as enablers to manage growth, enhance quality, and differentiate the visitor experience, ultimately supporting higher satisfaction levels and encouraging repeat visitation.
Recent studies underscore the growing reliance of Saudi travelers on these technologies. A report found that 46 percent of Saudi travelers utilize AI assistants to discover activities, while 31 percent depend on these tools to optimize their itineraries. Echoing this trend, a study by global consumer insights provider Toluna revealed that a remarkable 87 percent of Saudi travelers are using generative artificial intelligence tools, such as ChatGPT and Gemini, to plan and manage their vacations.
Industry experts note that the shift is profound. As one expert, Salvo, commented, ‘In Saudi Arabia, it’s no longer just about online bookings or mobile apps — it’s about intelligent systems that understand, anticipate, and adapt to travelers’ behavior in real-time.’ This proactive approach is setting new benchmarks for the global tourism industry, which is projected to reach an impressive $11.7 trillion in economic contribution by 2025.
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By embracing AI and immersive technologies, Saudi Arabia is not only enhancing its appeal to international visitors but also solidifying its position as a forward-thinking nation committed to innovation and sustainable economic growth.
