AI is reshaping how individuals plan and expertise journey. From curated movies on Instagram Reels to reserving engines that construct total itineraries in seconds, AI is turning into a robust pressure in how journeys are imagined, booked, and lived. However this shift raises an vital query: is AI giving travellers extra freedom, or quietly steering their selections?
Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, believes AI can do each, chatting with AI Information. In a wide-ranging dialog, he defined how AI is remodeling journey discovery, personalisation, cultural trade, and ethics—and why the business should set clear guardrails as know-how takes on a extra energetic position.
AI as a journey companion
AI is altering how individuals uncover locations. As an alternative of generic journey lists, platforms now serve content material that feels private. “AI has turned journey discovery into a private canvas,” Hamidaddin mentioned. “Platforms like Instagram Reels now not simply present ‘the place to go’; they curate journeys that really feel tailored for every traveller.”
This shift isn’t just about comfort. By highlighting lesser-known locations, AI can unfold demand and ease stress on crowded vacationer spots. It may additionally introduce travellers to genuine native experiences that may in any other case stay hidden.
Hamidaddin sees the subsequent part as “agentic AI”—know-how that doesn’t simply make strategies however takes motion. He described a future the place AI robotically rebooks flights disrupted by climate, adjusts itineraries, and reschedules reservations in actual time. “That’s frictionless journey—the place the logistics fade and the journey takes centre stage,” he mentioned.
AI personalisation vs. algorithmic affect in journey
AI-driven reserving engines promise hyper-personalised suggestions, matching experiences to particular person pursuits and budgets. This may make planning smoother and extra inspiring, nevertheless it additionally comes with dangers.
“They do each,” Hamidaddin mentioned when requested whether or not AI empowers travellers or guides them with out their information. “AI can empower travellers like by no means earlier than—matching experiences to passions, budgets, and even moods. However unchecked, algorithms can quietly slender horizons, nudging individuals towards predictable choices. This danger solely will increase with agentic AI, which is able to make choices on travellers’ behalf. That’s why transparency and accountability are non-negotiable. AI must be a compass, not a cage, and travellers should at all times maintain the ultimate phrase.”
Belief and transparency
The stability between personalisation and privateness will form the subsequent period of journey. As AI techniques gather huge quantities of private information, travellers are extra conscious of how their preferences, clicks, and searches are used. Hamidaddin harassed that belief is the muse.
“The period of hyper-personalisation have to be constructed on belief. Travellers know their information is highly effective, and so they’re proper to ask the way it’s getting used,” he mentioned. The answer, in his view, is “radical transparency: specific consent, clear explanations, and actual opt-in selections.”
Agentic AI, which may act on a traveller’s behalf, makes this much more vital. If algorithms are reserving, adjusting, or cancelling plans robotically, travellers want clear methods to regulate and perceive these actions. “True innovation doesn’t simply customise the journey; it safeguards the traveller’s confidence and autonomy,” he added.
Setting requirements via TOURISE
Hamidaddin will lead discussions on these matters on the inaugural TOURISE Summit in Riyadh this November. He sees the summit as an opportunity to form international requirements for AI use in journey, not simply showcase know-how.
“The TOURISE is designed to be greater than an occasion—it’s the world’s first platform the place authorities, enterprise, and know-how leaders unite to form journey tech responsibly,” he mentioned. His objectives embody making a shared moral framework for AI, encouraging partnerships to deal with privateness and workforce challenges, selling sustainability, and coaching the worldwide tourism workforce to thrive in an AI-driven business.
“TOURISE should set a brand new benchmark: innovation with integrity,” he mentioned.
Cultural trade and financial development
AI’s affect goes past logistics. Additionally it is altering cultural trade and financial growth, significantly in Saudi Arabia. “AI is dissolving obstacles—linguistic, cultural, and financial. It’s curating genuine connections that transcend sightseeing into significant trade,” Hamidaddin mentioned.
He defined how Saudi Arabia is utilizing AI to spotlight cultural and historic treasures like AlUla and Diriyah, whereas supporting artisans, festivals, and small companies. Agentic AI will assist create smoother journey experiences that permit guests to focus extra on tradition and fewer on planning.
“This isn’t nearly extra guests; it’s about inclusive development, mutual respect, and shared prosperity,” he mentioned. By 2030, AI is anticipated to contribute $135 billion to Saudi Arabia’s GDP, with tourism taking part in a central position. However for Hamidaddin, the actual impression is measured in “bonds between individuals.”
Moral guardrails for AI in journey
As AI techniques tackle extra accountability, clear moral requirements turn out to be important. Hamidaddin outlined a number of priorities: making AI utilization clear to customers, commonly auditing algorithms for bias, giving travellers management over their information, and designing techniques that promote cultural range and accessibility.
“With agentic AI, the stakes rise: when an AI acts on a traveller’s behalf, we should guarantee transparency, explainability, and accountability. Company must not ever substitute autonomy,” he mentioned.
Innovation with ethics
The talk isn’t about whether or not to undertake AI, however how to take action responsibly. Hamidaddin argues that innovation ought to align with human values and environmental priorities. “It’s not about chasing each shiny new software; it’s about aligning innovation with human values and planetary wants,” he mentioned.
He believes governments, companies, communities, and travellers should collaborate to agree on shared ideas. Agentic AI makes this much more pressing, as choices could more and more be made by machines. “Our job is to make sure know-how serves individuals, not the opposite approach round,” he added.
A brand new period for journey
Hamidaddin is optimistic about what lies forward. “What excites me most is that journey is turning into transformative once more,” he mentioned. He imagines a future the place language obstacles disappear, itineraries adapt in actual time, and each journey helps native communities.
In Saudi Arabia, platforms like “Spirit of Saudi” are already utilizing AI to showcase genuine experiences, from desert adventures to artisan workshops. The subsequent step is agentic journeys, the place AI journey companions deal with logistics seamlessly, releasing travellers to deal with discovery and connection.
“At TOURISE, I consider we’re not merely shaping tourism’s future—we’re igniting a brand new period of connection and shared prosperity throughout the globe,” he mentioned.
(Photograph by S O C I A L . C U T)
See additionally: AI causes discount in customers’ mind exercise – MIT
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