Saudi Arabia embracing cutting-edge technologies to transform tourism sector
Saudi Arabia is embracing cutting-edge technologies such as artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) to transform its tourism sector. The goal is to enhance visitor experiences, streamline operations, and support sustainable destination management, all while contributing to the country’s broader economic diversification under Vision 2030.
With flagship projects like Neom and the Red Sea Project,
the Kingdom is positioning itself as a global tourism hub, especially as the
industry rebounds post-pandemic and is expected to contribute $11.7 trillion to
the global economy by 2025.
Aiming for growth and innovation
Tourism is central to Saudi Arabia’s Vision 2030, with the
National Tourism Strategy targeting 150 million annual visitors by 2030 and
seeking to increase the sector’s contribution to GDP from 3% to 10%. According
to Nicholas Nahas, partner and tourism & hospitality lead at Arthur D.
Little, Saudi Arabia’s smart tourism initiatives are a key enabler of this growth.
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"Smart tourism is subtly integrated into the Kingdom’s
tourism developments, acting as a strategic tool to diversify the
economy," says Nahas. This includes AI-powered personalized trip planning,
biometric systems for smoother immigration, IoT in accommodations, and AR/VR
for immersive cultural experiences.
What is smart tourism?
Smart tourism refers to the use of digital technologies
across the tourism value chain to elevate the visitor experience, improve
operational efficiency, and manage destinations sustainably. It aligns with the
concept of a "Smart Destination," where technology is harnessed to
deliver richer, more immersive, and environmentally sustainable experiences.
Julio De Salvo, Globant’s Chief Solutions Officer for the
Middle East, North Africa, and Asia Pacific, highlights how Saudi Arabia is
uniquely positioned to become a global leader in smart tourism, thanks to heavy
investments in smart infrastructure, such as AI-enhanced airports and digital
visa platforms, coupled with a young, tech-savvy population.
A personalized travel experience
The tourism sector is shifting from digital tourism (such as
online bookings and mobile apps) to "cognitive tourism," where AI
anticipates and adapts to traveler preferences in real time. “It’s not just
about booking a trip; it’s about creating a dynamic, personalized experience
powered by intelligent systems,” says Salvo.
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A recent study by Toluna reveals that 87% of Saudi travelers
use generative AI tools like ChatGPT and Gemini to plan and manage their
vacations. Additionally, 46% rely on AI assistants to discover activities,
while 31% use them to optimize their itineraries.
These technologies not only enhance personalization but also
contribute to sustainability. From energy-efficient hotels to smart mobility
and waste systems, smart tech is helping tourism operations become more
eco-friendly.
Flagship projects driving change
Saudi Arabia’s most ambitious tourism projects, including
Neom, the Red Sea Project, Diriyah, Qiddiya, and New Murabba, are embedding
smart technologies at their core. These destinations are using AI, IoT, and
AR/VR to create unforgettable, sustainable experiences.
For example, Neom aims to revolutionize visitor interactions
with AI-driven personalization and immersive digital engagements. The Red Sea
Project is using IoT sensors to monitor environmental data, utilities, and
resort operations to ensure sustainability.
Diriyah, with its rich cultural heritage, is incorporating
digital heritage documentation and exploring interactive technologies to
enhance the storytelling experience for visitors.
“These systems help monitor visitor needs, respond to
requests, and optimize the experience,” Nahas says. Plans also include
autonomous electric vehicles, smart utility management, and digital platforms
for booking accommodations, transportation, and activities.
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The role of data and AI
Salvo points out that real-time data is crucial in
delivering personalized and responsive experiences. “Data becomes experience,
and destinations become dynamic environments that adapt in real time,” he
explains. AI and IoT will enable Saudi Arabia to offer not only personalized
services but also more agile, efficient operations.
AI chatbots will help with customer service, while service
robots could handle tasks like cleaning and food delivery in budget
accommodations. On the infrastructure side, AI, IoT, and cloud systems will
monitor and optimize resource use in large-scale developments, furthering
sustainability goals.
Challenges in implementation
Despite the excitement around smart tourism, experts
recognize several challenges in implementing these advanced technologies. One
key hurdle is the reliance on international technology solutions. "Many of
the advanced tools in AI, AR/VR, and IoT are developed outside Saudi Arabia, so
collaboration with global partners is essential," says Nahas.
Additionally, there is a need for clear regulations around
data governance, cybersecurity, and system standards to ensure consistent and
secure implementation of smart tourism technologies. Salvo also notes that the
development of critical infrastructure, like 5G networks and smart airports, is
still underway, and delays in deployment could slow the rollout of
personalized, real-time experiences in major projects.
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The path forward
Despite these challenges, experts remain optimistic that
smart tourism will become an integral part of Saudi Arabia’s tourism strategy.
Salvo concludes, "The pieces are coming together. By 2025, emerging tech
adoption readiness is expected to reach nearly 75%, setting the stage for a
future where smart tourism not only overcomes these obstacles but propels Saudi
Arabia to the forefront of innovative and regenerative travel."
With continued collaboration and investment in
infrastructure, skills, and regulatory frameworks, Saudi Arabia’s vision of
becoming a global tourism leader is fast becoming a reality.
Source: Arab News
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