A post on LinkedIn by Ahmed Al Khateeb, Saudi Arabia’s Minister of Tourism, is sparking important reflection within the global tourism community. Published on 29 October 2025, the piece — titled “The AI-tourism paradox demands concerted global action” — explores how artificial intelligence is reshaping the sector and calls for a united response to ensure progress benefits all.
In his post, Al Khateeb notes that each wave of technological innovation — from commercial aviation to the internet and smartphones — expands the reach and economic contribution of tourism. The next wave, he says, will be artificial intelligence, and it promises to be the most transformative yet. The challenge, however, lies in balancing AI’s immense potential for growth with the social, environmental, and ethical questions it raises.
Tourism currently supports one in ten jobs worldwide and contributes nearly USD 11 trillion to global GDP. By 2035, AI could add another 91 million jobs to the sector — yet it could also deepen inequalities and accelerate the pressures of overtourism and emissions, which already account for around eight percent of the global total. This, Al Khateeb explains, will be the defining theme of the 26th UN Tourism General Assembly, set to take place in Riyadh.
“If governments, industry, and society can align technology adoption with social inclusion and environmental stewardship,” he writes, “tourism can evolve into a new model — one that advances peace, prosperity, and sustainable development in equal measure.”
At the heart of his message is the conviction that tourism’s transformation through AI must begin with people. Without coordinated global action, the industry could face a shortfall of 43 million workers by 2035, including 8.6 million in hospitality alone. The solution, he argues, lies in large-scale investment in skills — particularly in digital literacy — and in redefining tourism as a lifelong career rather than a temporary occupation.
This human-centred approach is essential as AI reshapes the workplace. More than half of tourism companies already use AI tools in some form, from predictive analytics to guest-personalisation systems. For Al Khateeb, this makes reskilling and youth empowerment critical priorities. With 15.5 percent of tourism jobs worldwide held by young people aged 15–24, offering clear professional pathways and aspirational careers is vital for the sector’s future.
Equally urgent, he writes, is bridging what he calls the “innovation divide.” As AI accelerates development in advanced economies, there is a real risk that emerging markets could be left behind. Ensuring equitable access to digital infrastructure and technology must therefore become a shared responsibility between governments and the private sector.
Saudi Arabia’s own experience offers a practical example of how innovation can be aligned with inclusion. In just six years, the Kingdom has built one of the world’s fastest-growing tourism sectors, surpassing its original Vision 2030 target of 100 million inbound and domestic visits seven years ahead of schedule. Projects such as NEOM, Diriyah, AlUla, The Red Sea, and Qiddiya showcase how heritage, technology, and sustainability can coexist — setting new global benchmarks for regenerative tourism and cultural authenticity.
As Al Khateeb points out, Saudi Arabia’s tourism story is still young, yet its willingness to share lessons and learn from global partners reflects a new maturity in international collaboration. That same spirit, he says, will shape the discussions when global tourism leaders gather in Riyadh for the General Assembly — where the central question will be not only how AI will transform tourism, but who will benefit from that transformation.
The Minister’s post concludes with a decisive message: the time for observation has passed. Addressing the innovation–inclusion paradox will require bold commitments, policy alignment, and shared resolve. If the global tourism community succeeds in achieving that balance, AI may yet become not a threat to the sector’s humanity, but a powerful enabler of it.
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