TLDR: Saudi Arabia is at the forefront of integrating agentic artificial intelligence into its tourism sector, aiming to revolutionize traveler experiences and achieve its ambitious Vision 2030 goals. A new white paper by TOURISE and Globant outlines ‘Agentic Tourism’ as an AI-powered operating model designed to create seamless, intelligent, and personalized journeys.
Saudi Arabia is embracing a groundbreaking approach to tourism with the adoption of ‘Agentic Tourism,’ an innovative AI-powered operating model set to redefine global travel. This strategic move is detailed in a new white paper released by TOURISE and Globant, with strategic contributions from Kearney, ahead of the inaugural TOURISE Summit in Riyadh from November 11 to 13, 2025.
The report, titled ‘Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism,’ presents a practical framework for transforming the tourism experience, making it more seamless, intelligent, and emotionally resonant. It envisions a future where a traveler’s perfect day plans itself, adapting to real-time changes like weather, rerouting, and even proactively suggesting activities or services.
The economic impact of tourism is substantial, generating $10.9 trillion in 2024, nearly 10 percent of global GDP, and projected to reach $16.5 trillion by 2035. The AI market within tourism is also experiencing rapid growth, expected to expand from $3.4 billion in 2024 to $13.9 billion by 2030. The report emphasizes that destinations must evolve with coordinated AI adoption or risk fragmentation and diminished traveler satisfaction.
Agentic Tourism introduces a system of autonomous AI agents, which are governed by people and shared standards, designed to deliver measurable impact. These agents aim to reduce wait times, boost satisfaction scores, increase eco-friendly bookings, and unlock new economic value. The white paper offers a roadmap for public and private sector leaders to apply AI across five key dimensions: experience, operations, sustainability, wellbeing, and economic opportunity, with a goal to help destinations act now, scale responsibly, and remain human-centered.
His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of TOURISE, stated, “Agentic Tourism is not just a model. It is a movement and those who adopt it first will shape the trajectory of future sector disruption. AI empowers every country to embrace an era that uplifts both established and emerging destinations, ensuring inclusive access for all.”
This initiative aligns with Saudi Arabia’s ambitious Vision 2030, which aims to diversify its economy away from oil and position the Kingdom as a global tourism hub. The National Tourism Strategy targets 150 million annual visitors by 2030 and seeks to raise the sector’s contribution to GDP from 3 percent to 10 percent. Major projects like NEOM, AlUla, and Diriyah are already leveraging AI to personalize services, expedite travel, and offer immersive historical tours through augmented reality.
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While agentic AI promises frictionless travel by managing logistics in real-time—such as rebooking delayed flights or adjusting itineraries—it also raises important considerations regarding privacy, control, and freedom of choice. AI systems collect vast amounts of personal data for hyper-personalized recommendations, which could potentially steer travelers towards predictable choices. Building trust and ensuring transparency in AI systems are crucial to allow travelers to maintain control over their plans and explore new experiences without undue algorithmic influence.
