Saudi Arabia is ramping up the adoption of smart technologies such as artificial intelligence, augmented reality, and virtual reality across its tourism sector, aiming to redefine the visitor experience and support its broader economic diversification agenda.
Experts say the integration of these technologies across flagship projects like Neom and the Red Sea Project is positioning the Kingdom as a global tourism hub at a time when the industry is recovering from the pandemic and projected to reach $11.7 trillion in economic contribution by 2025.
As part of Vision 2030, the Kingdom is positioning tourism as a key non-oil growth engine. Its National Tourism Strategy targets 150 million annual visitors by 2030 and aims to raise the sector’s contribution to gross domestic product from 3 percent to 10 percent.
Speaking to Arab News, Nicholas Nahas, partner and tourism & hospitality global competence center lead at Arthur D. Little, said Saudi Arabia is intelligently integrating smart technologies into its tourist destinations, helping the Kingdom emerge as one of the most sought-after tourism hubs.
“In Saudi Arabia, smart tourism, while not always explicitly referenced or promoted as such across its portfolio of tourism developments, is subtly being integrated as a strategic enabler of the country’s broader economic shift to diversifying its economy,” said Nahas.
He added: “It includes artificial intelligence for personalized trip planning, biometric systems to streamline travel and immigration, IoT-enabled controls in accommodations, and AR/VR to create immersive storytelling at cultural and entertainment sites.”
Nahas further said that smart technologies are being planned as enablers to manage growth, enhance quality, and differentiate the visitor experience.
Smart tourism refers to the use of advanced digital technologies across the tourism value chain to enhance visitor experiences, improve operations, and support sustainable destination management.
The concept also aligns with the idea of a Smart Destination — a location that leverages technology and innovation to create more immersive and sustainable experiences.
Julio De Salvo, Globant’s chief solution officer for the Middle East and North Africa and the Asia Pacific region, echoed similar views. He said Saudi Arabia is well-positioned to become a global tourism hub, and this journey could be further accelerated by adopting smart technologies across the sector.
Salvo added that some of the key drivers of smart tourism in the Kingdom include massive investments in smart infrastructure — such as AI-enhanced airports and digital visa platforms — a young, tech-savvy population, and a strong commitment to sustainability through regenerative models that prioritize environmental and cultural preservation.
The Globant executive also commented on the global post-pandemic recovery of the tourism sector and said the industry is accelerating toward a projected $11.7 trillion in economic contribution by the end of 2025.
“Saudi Arabia isn’t riding the wave of global tourism recovery; it’s creating its own momentum, using smart tourism as a catalyst for economic diversification, innovation leadership, and long-term global relevance,” said Salvo.
Credit: Arab News
