Artificial intelligence is reshaping how we explore the world — from the moment a destination idea pops into our feed to the second we check in at the airport. What used to take hours of planning now happens in seconds, powered by algorithms that curate, book, and even adjust our trips on the fly.
But as AI becomes our travel companion, a big question emerges: is it giving us more freedom or quietly deciding where we go next?
Discovery Reimagined: From Lists to Personal Journeys
Gone are the days of one-size-fits-all travel guides. Today, AI-driven platforms like Instagram Reels create hyper-personalized content that inspires trips based on our interests, preferences, and past searches.
“AI has turned travel discovery into a personal canvas,” says Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit. He believes AI can help travellers uncover lesser-known gems while easing overcrowding in popular tourist spots.
From Suggestions to Actions: The Rise of Agentic AI
The next frontier is what Hamidaddin calls agentic AI — technology that doesn’t just make recommendations but takes action. Imagine your AI assistant automatically rebooking a delayed flight, adjusting your hotel check-in, or rescheduling your dinner reservation — all before you even realize there’s a problem.
“That’s frictionless travel,” he explains. “Where logistics fade and the adventure takes centre stage.”
Empowerment vs. Influence
AI-powered booking engines promise to tailor every trip to your tastes and budget. But as Hamidaddin points out, the same systems can subtly shape your decisions.
“AI can empower travellers like never before,” he says. “But unchecked algorithms can quietly narrow horizons, nudging people toward predictable choices. That’s why transparency and accountability are non-negotiable. AI should be a compass, not a cage.”
Trust and Transparency at the Core
Personalization only works when travellers trust how their data is used. Hamidaddin emphasizes that “the era of hyper-personalization must be built on trust.”
He calls for radical transparency — giving users explicit consent options, clear explanations, and meaningful control. As AI systems become more autonomous, travellers need to understand and manage how those systems make decisions on their behalf.
Setting Global Standards at TOURISE
These themes will take centre stage at the inaugural TOURISE Summit in Riyadh this November. Hamidaddin envisions the event as a platform to create shared ethical frameworks for AI in travel — balancing innovation with integrity.
“TOURISE isn’t just an event,” he says. “It’s where government, business, and technology leaders unite to shape travel tech responsibly.”
Culture, Connection, and Economic Growth
Beyond logistics, AI is transforming cultural exchange. In Saudi Arabia, it’s being used to showcase heritage sites like AlUla and Diriyah, highlight local artisans, and support community-based tourism.
“AI is dissolving barriers — linguistic, cultural, and economic,” Hamidaddin notes. “It’s curating authentic connections that go beyond sightseeing into meaningful exchange.”
By 2030, AI is projected to contribute $135 billion to Saudi Arabia’s GDP, with tourism playing a major role. Yet for Hamidaddin, success is measured not in numbers, but in “bonds between people.”
Building Ethical Guardrails
As AI tools become more powerful, the industry needs clear standards around data privacy, bias auditing, and user autonomy. “When AI acts on a traveller’s behalf, transparency, explainability, and accountability are essential,” Hamidaddin insists. “Agency must never replace autonomy.”
Innovation With Integrity
The debate, he says, isn’t about whether to adopt AI — but how to do it responsibly. “It’s not about chasing every shiny new tool; it’s about aligning innovation with human values and planetary needs.”
A New Era of Connected Travel
Looking ahead, Hamidaddin envisions a world where AI removes language barriers, tailors itineraries in real time, and supports sustainable, community-driven tourism.
Platforms like Spirit of Saudi are already using AI to highlight local experiences — from desert adventures to artisan workshops. The next step is agentic journeys, where AI manages the logistics so travellers can focus on what truly matters: discovery, connection, and culture.