The Saudi Tourism Authority (STA) has launched the beta version of SARA, an AI-powered virtual travel companion set to transform the visitor experience in Saudi Arabia. Unveiled at the World Travel Market exhibition in London, SARA impressed visitors with her interactive storytelling and vast knowledge of Saudi’s tourism landscape. As a symbol of the Kingdom’s modern, tech-driven approach to hospitality, SARA is set to make travel in Saudi Arabia more engaging and accessible. Combining conversational skills with deep cultural knowledge, she represents STA’s commitment to making Saudi Arabia a top destination for international tourists.
SARA: a personalised AI travel guide for Saudi Arabia
SARA is designed as a young Saudi woman with a passion for her country, offering travellers tailored insights into the Kingdom’s diverse attractions. Leveraging advanced AI technology, she responds to queries, understands visitor needs, and delivers recommendations in a natural, conversational style. From ancient archaeological sites to cultural festivals and modern city events, SARA’s knowledge covers all a traveller might need to know about Saudi Arabia. By sharing stories and offering detailed cultural context, she brings destinations to life, helping visitors experience Saudi’s heritage in a more immersive way.
A key feature of SARA is her ability to personalise recommendations based on each visitor’s preferences. Using contextual understanding, she provides continuity across interactions, recalling details from previous conversations to create a seamless, tailored experience. SARA’s recommendations extend beyond answering questions, as she is designed to adapt her responses to each visitor’s needs and interests, becoming a virtual “companion” who intuitively knows each traveller’s unique profile.
AI-driven guides like SARA signal a shift in how travellers worldwide plan, experience, and enjoy their journeys. Here are some major changes AI is expected to bring to the global tourism industry:
AI enables highly personalised travel experiences, where virtual guides can identify user preferences and suggest events, sites, and activities to match. With real-time adaptability, AI guides like SARA can help travellers adjust plans spontaneously based on factors such as local weather or peak visiting times. By offering uniquely customised itineraries, AI makes travel planning feel as if it has been carefully tailored, creating a smooth and memorable experience for each visitor.
Increased accessibility and convenience
AI in tourism brings convenience and accessibility to a level previously unattainable. Language barriers, for instance, become less of an obstacle as AI-powered guides offer multilingual options. These virtual guides are available 24/7, meaning tourists can access reliable, current information anytime, whether they are planning ahead or already exploring a destination.
AI guides offer more than practical information; they provide cultural depth by sharing background details on traditions, customs, and historical significance. SARA, for example, provides rich context on Saudi culture and etiquette, allowing visitors to connect with local customs in a way that feels welcoming and informative. This approach appeals to travellers who seek meaningful, immersive experiences that enhance their understanding of the places they visit.
Streamlined logistics and reduced reliance on on-site staff
With AI, logistical support becomes highly efficient. Digital guides can handle a large volume of enquiries, provide up-to-the-minute updates, and even assist with bookings, accommodations, and transport arrangements. This streamlining of services allows tourism providers to focus their resources on areas where human interaction is most valuable, such as guided tours and personalised hospitality.
AI can support sustainable tourism by promoting smart visitor management. AI-powered guides can analyse foot traffic, seasonal trends, and peak times to recommend lesser-known sites or suggest visiting popular destinations during quieter periods. This approach helps reduce overcrowding, preserves cultural sites, and supports a balanced tourism model, benefiting both visitors and local communities.
SARA and Saudi Arabia’s vision for smart tourism
SARA’s launch aligns with Saudi Arabia’s Vision 2030, which aims to diversify the economy and position the Kingdom as a premier global destination. As part of the STA’s digital tourism strategy, SARA represents the Kingdom’s commitment to delivering a sophisticated, technology-driven experience for international visitors. By integrating AI into tourism, Saudi Arabia ensures it stays ahead of global trends, creating an environment where visitors can explore the country more seamlessly and in ways that reflect their interests.
The STA’s investment in SARA demonstrates how AI will become a central feature in Saudi tourism’s future. Not only does SARA elevate the visitor experience in real time, but she also provides the STA with invaluable data on tourist preferences and behaviours, shaping future strategies to meet and exceed visitor expectations. This is crucial for Saudi Arabia’s ambition to become a leading destination in smart tourism.
The future of AI-driven travel experiences
SARA’s introduction highlights how the global tourism industry will increasingly adopt AI, setting new standards for traveller experiences. As AI evolves, virtual guides are likely to become indispensable travel companions, making journeys richer, more personal, and more accessible. This AI-driven future promises to reshape how people connect with places, making the world feel both smaller and more deeply engaging through technology. As Saudi Arabia leads with innovative solutions like SARA, the tourism industry worldwide looks set to enter a transformative, tech-enabled era that prioritises the needs and interests of each traveller.
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