Saudi Arabia’s tourism sector is entering the most significant period of transition since the Kingdom first opened its doors to international leisure visitors in 2019. Within days, the industry will witness both the departure of the man who has become synonymous with Saudi tourism’s extraordinary rise and the launch of a bold new strategy designed to place artificial intelligence at the heart of the visitor experience.
The two developments are far from coincidental. Together, they signal that Saudi tourism is entering a new phase of maturity. Having successfully introduced the Kingdom to the world, attention is now turning towards improving productivity, enhancing visitor experiences, embracing digital technologies and managing the industry’s long-term sustainable growth.
On July 1, Fahd Hamidaddin will officially step down as Chief Executive Officer of the Saudi Tourism Authority (STA), bringing to a close a remarkable seven-year tenure during which he helped transform Saudi Arabia into one of the world’s fastest-growing tourism destinations. Succeeding him on an interim basis will be Abdullah Al Hagbani (pictured above), the Authority’s Chief Partnerships and Executive Affairs Officer, while a permanent appointment is considered.
The architect of modern Saudi tourism
Few individuals have had a greater influence on the Kingdom’s tourism transformation than Fahd Hamidaddin.
Although many around the world came to know him as the charismatic face of Visit Saudi, his career had already been built around economic transformation, investment promotion and destination development long before the Saudi Tourism Authority was created.
Prior to becoming the founding CEO of the STA, Hamidaddin served as Chief of Investment, Strategy and Tourism Marketing at what is now the Ministry of Tourism, where he played a central role in preparing the Kingdom’s historic opening to international leisure tourism. He was closely involved in the introduction of Saudi Arabia’s electronic tourist visa in 2019 and the development of the country’s first global tourism marketing strategy.
Earlier still, he held senior leadership positions with the Saudi Arabian General Investment Authority (SAGIA) and King Abdullah Economic City (KAEC). Those appointments gave him a rare understanding of both public policy and private investment, experience that would later prove invaluable in building an entirely new tourism economy almost from scratch.
Unlike many national tourism leaders, Hamidaddin did not approach tourism simply as destination promotion. He viewed it as an economic ecosystem, bringing together airlines, hotel companies, technology firms, entertainment brands, investors and government agencies under a single strategic vision.
The results have been extraordinary.
When Saudi Arabia launched its international tourism strategy, the Kingdom’s target was to welcome 100 million annual visitors by 2030. That objective was achieved years ahead of schedule, prompting authorities to increase their ambition to 150 million visitors annually by the end of the decade (domestic and international tourists combined).
Alongside the impressive visitor numbers came unprecedented investment. The growth of new destinations such as The Red Sea, AlUla, Diriyah and Aseer has been astounding, not to mention the rapid development of Riyadh and Jeddah, with Saudi Arabia rapidly becoming one of the industry’s largest investors in hospitality, aviation, entertainment and cultural infrastructure.
Hamidaddin also became one of tourism’s most recognisable global ambassadors. Whether speaking at ITB Berlin, WTM London, Arabian Travel Market, ILTM Cannes or the World Travel & Tourism Council’s Global Summit, he consistently projected an image of confidence, optimism and openness that helped reshape international perceptions of the Kingdom.
A familiar face takes the helm
Taking over the Authority on an interim basis is Abdullah Al Hagbani, a respected executive who has been closely involved in the organisation’s growth for many years.
Although less visible internationally than his predecessor, Al Hagbani has played a pivotal role behind the scenes as Chief Partnerships and Executive Affairs Officer, overseeing many of the strategic alliances that have underpinned Saudi tourism’s rapid expansion.
Those partnerships extend across airlines, hotel groups, travel technology companies, destination organisations and international institutions. He has also represented Saudi Arabia on the UN Tourism Board of Affiliate Members and serves on the Executive Committee of the World Travel & Tourism Council (WTTC), reflecting his growing influence within the international tourism community.
His appointment suggests continuity rather than disruption. Having helped build the Saudi Tourism Authority from within, Al Hagbani understands both the organisation’s ambitions and the increasingly complex global partnerships that support them.
A new era driven by AI
This week, Saudi Arabia also took another significant step towards positioning itself at the forefront of tourism innovation with the launch of its AI Tourism Vision, a comprehensive strategy designed to embed artificial intelligence throughout the tourism ecosystem. Announced by the Ministry of Tourism in Riyadh, the initiative aims to transform everything from visitor experiences and destination management to investment, business operations and workforce development.
The announcement marked one of the first major implementations of the Riyadh Declaration on the Future of Tourism, adopted during the 26th UN Tourism General Assembly hosted by Saudi Arabia last November. The declaration called for the accelerated adoption of artificial intelligence and emerging technologies to shape the future of global tourism, with Saudi Arabia taking a leading role in developing practical frameworks and international cooperation in this field.
At the heart of the new strategy is TourismX, described by the Ministry as a global AI platform that will provide the digital infrastructure for tomorrow’s tourism industry. Rather than simply offering consumer-facing tools, TourismX has been conceived as an ecosystem for tourism professionals, destinations and investors, allowing artificial intelligence to support every stage of planning, design and service delivery.
The beta version already includes an impressive suite of practical applications, including an AI-powered hotel interior designer, menu creation software for restaurants, branding and identity generators, hotel standard operating procedure generators, tour guide assistants and automated tour script creators. Collectively, these tools are designed to help tourism businesses improve productivity, reduce costs and accelerate innovation.
Speaking at the launch, Minister of Tourism Ahmed Al-Khateeb compared artificial intelligence to the infrastructure revolutions that transformed economies in previous decades: “Just as infrastructure reshaped economies over past decades, artificial intelligence is now reshaping how we discover destinations, design experiences, and manage tourism services,” he said. “Our ambition is for Saudi Arabia to become the global benchmark for smart tourism.”
Al-Khateeb added: “We are leveraging AI to enhance the visitor experience, empower investors, and improve the productivity of operators and professionals across the sector. Our ambition is for Saudi Arabia to become the global benchmark for smart tourism, and a model for using technology to serve people and improve quality of life.”
The Ministry simultaneously introduced the beta version of the Saudi MT App, bringing together digital services for investors, tourism businesses, tour guides and industry professionals through a single platform powered by an AI assistant named Noura. In parallel, the new MT Developer Portal will provide APIs and integration tools enabling technology companies to build new digital tourism applications on top of the Ministry’s infrastructure.
These launches build upon several AI initiatives already deployed by the Ministry, including Smart Inspector, which supported inspection teams during the 1447H Hajj season, and Smart Check-In, developed to streamline the reception and accommodation of pilgrims.
The initiative reflects Saudi Arabia’s wider national strategy to become a global leader in artificial intelligence. Earlier this year, the Kingdom designated 2026 as the Year of AI, reinforcing its ambition to accelerate AI adoption across government and industry while supporting the objectives of Saudi Vision 2030.
For tourism, the implications extend well beyond operational efficiency. As visitor numbers continue to grow towards the Kingdom’s target of 150 million annual visits by 2030 (combining domestic and international tourism), AI is increasingly being viewed as an essential tool for managing destination capacity, personalising visitor experiences, improving sustainability and supporting tourism businesses of all sizes.
The launch of the AI Tourism Vision also reinforces Saudi Arabia’s growing influence in shaping international tourism policy. Through the Riyadh Declaration, the Kingdom has already helped place artificial intelligence firmly on the agenda of UN Tourism, with work now underway on global AI guidelines, maturity frameworks and strategic roadmaps that could influence destinations worldwide over the coming decades.
From growth to global leadership
Taken together, the leadership transition and the AI Tourism Vision illustrate how Saudi tourism is evolving.
The first phase of Vision 2030 focused on opening the Kingdom to the world and establishing Saudi Arabia as a credible international destination. That objective has arguably been achieved beyond expectations.
The next phase is likely to be defined less by visitor numbers than by quality, productivity, sustainability and technological leadership.
Artificial intelligence is expected to improve everything from destination management and investment analysis to personalised visitor experiences and workforce efficiency. Combined with Saudi Arabia’s continuing investment in infrastructure, hospitality, aviation and culture, the Kingdom is positioning itself not only as one of the world’s fastest-growing destinations but also as a laboratory for the future of tourism itself.
For Fahd Hamidaddin, the timing of his departure is symbolic. He leaves behind an organisation that has fulfilled its original mission of introducing Saudi Arabia to the world.
For Abdullah Al Hagbani and the team that follows, the challenge will be different: ensuring that Saudi Arabia not only remains one of the world’s most dynamic tourism destinations, but also becomes the global benchmark for how technology, innovation and intelligent destination management shape the future of travel.
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