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Saudi Arabia Unveils National AI Tourism Strategy and Global Platform
On 28 June 2026, Riyadh, Saudi Arabia, the Ministry of Tourism announced the launch of the AI Tourism Vision, a national strategy that integrates artificial intelligence across the country’s tourism sector. The announcement coincided with the Kingdom’s Year of AI 2026, a government‑wide initiative led by Crown Prince Mohammed bin Salman. The vision is intended to enhance visitor experiences, improve operational efficiency, support investors and tourism businesses, and position Saudi Arabia as a global hub for tourism innovation.
The core of the strategy is TourismX, a beta‑stage global artificial‑intelligence platform that the ministry says will serve as the digital infrastructure for future tourism. TourismX includes a suite of AI‑powered tools for tourism businesses and professionals. The tools announced in the beta release are: Hotel Interior AI Designer, MenuCraft AI, AI Identity Designer, AI Hotel SOP Generator, Tour Guide AI Assistant, and AI Tour Script Generator. The platform is designed to help destinations, experiences, and services be designed, managed, and delivered with AI at the core.
Minister of Tourism Ahmed Al‑Khateeb said the initiative mirrors the transformative impact of past infrastructure projects. “Just as infrastructure reshaped economies over past decades, artificial intelligence is now reshaping how we discover destinations, design experiences, and manage tourism services,” he said. “This is why Saudi Arabia is launching the AI Tourism Vision, to build a more innovative, efficient, and sustainable future for the sector.” He added that the ministry is leveraging AI to enhance visitor experience, empower investors, and improve the productivity of operators and professionals. “Our ambition is for Saudi Arabia to become the global benchmark for smart tourism, and a model for using technology to serve people and improve quality of life,” he said.
Alongside TourismX, the ministry launched the Saudi MT App, an AI‑powered application that consolidates ministry services for investors, tourism business owners, tour guides, and other stakeholders. The app is supported by an AI assistant named Noura. The ministry also unveiled the MT Developer Portal, a unified environment for APIs and digital integration that is intended to accelerate the growth of Saudi Arabia’s tourism technology ecosystem. The portal builds on earlier digital initiatives, such as Smart Inspector, which was used to support field inspection teams during the Hajj 1447 H season.
The AI Tourism Vision is part of a broader effort to create an integrated digital ecosystem. The ministry said it will continue to develop connections between its platforms and services to improve efficiency and strengthen the sector’s readiness for rapid technological change. The initiative also aligns with the Riyadh Declaration on the Future of Tourism, adopted during the 26th General Assembly of the United Nations World Tourism Organization. The declaration calls for greater adoption of emerging technologies, particularly artificial intelligence, in tourism.
Saudi Arabia’s Vision 2030, launched in 2016, seeks to diversify the economy and reduce dependence on oil. Tourism is a key pillar of that plan, and the AI Tourism Vision is intended to support Vision 2030’s objectives by positioning the country as a leader in data and AI. The ministry said the strategy will help attract investment, create jobs, and promote sustainable tourism practices.
The launch of TourismX and the accompanying tools marks a significant step in the Kingdom’s digital transformation. While the beta platform is still in early stages, the ministry has indicated plans to expand its capabilities and integrate additional services over time. The initiative is expected to influence how tourism businesses design experiences, manage operations, and interact with visitors, potentially setting new standards for smart tourism worldwide.
In summary, Saudi Arabia’s AI Tourism Vision, announced in June 2026, introduces a national strategy to embed artificial intelligence across the tourism sector. The launch of TourismX, the Saudi MT App, and the MT Developer Portal represents a coordinated effort to build a smarter, more efficient, and sustainable tourism ecosystem. The initiative aligns with the Kingdom’s Year of AI 2026, Vision 2030, and international commitments such as the Riyadh Declaration. The current status is that the beta platform is live, the ministry is actively engaging developers and businesses, and further development of the digital ecosystem is underway. The impact of the initiative will be monitored as the platform matures and additional AI tools are added.
The core of the strategy is TourismX, a beta‑stage global artificial‑intelligence platform that the ministry says will serve as the digital infrastructure for future tourism. TourismX includes a suite of AI‑powered tools for tourism businesses and professionals. The tools announced in the beta release are: Hotel Interior AI Designer, MenuCraft AI, AI Identity Designer, AI Hotel SOP Generator, Tour Guide AI Assistant, and AI Tour Script Generator. The platform is designed to help destinations, experiences, and services be designed, managed, and delivered with AI at the core.
Minister of Tourism Ahmed Al‑Khateeb said the initiative mirrors the transformative impact of past infrastructure projects. “Just as infrastructure reshaped economies over past decades, artificial intelligence is now reshaping how we discover destinations, design experiences, and manage tourism services,” he said. “This is why Saudi Arabia is launching the AI Tourism Vision, to build a more innovative, efficient, and sustainable future for the sector.” He added that the ministry is leveraging AI to enhance visitor experience, empower investors, and improve the productivity of operators and professionals. “Our ambition is for Saudi Arabia to become the global benchmark for smart tourism, and a model for using technology to serve people and improve quality of life,” he said.
Alongside TourismX, the ministry launched the Saudi MT App, an AI‑powered application that consolidates ministry services for investors, tourism business owners, tour guides, and other stakeholders. The app is supported by an AI assistant named Noura. The ministry also unveiled the MT Developer Portal, a unified environment for APIs and digital integration that is intended to accelerate the growth of Saudi Arabia’s tourism technology ecosystem. The portal builds on earlier digital initiatives, such as Smart Inspector, which was used to support field inspection teams during the Hajj 1447 H season.
The AI Tourism Vision is part of a broader effort to create an integrated digital ecosystem. The ministry said it will continue to develop connections between its platforms and services to improve efficiency and strengthen the sector’s readiness for rapid technological change. The initiative also aligns with the Riyadh Declaration on the Future of Tourism, adopted during the 26th General Assembly of the United Nations World Tourism Organization. The declaration calls for greater adoption of emerging technologies, particularly artificial intelligence, in tourism.
Saudi Arabia’s Vision 2030, launched in 2016, seeks to diversify the economy and reduce dependence on oil. Tourism is a key pillar of that plan, and the AI Tourism Vision is intended to support Vision 2030’s objectives by positioning the country as a leader in data and AI. The ministry said the strategy will help attract investment, create jobs, and promote sustainable tourism practices.
The launch of TourismX and the accompanying tools marks a significant step in the Kingdom’s digital transformation. While the beta platform is still in early stages, the ministry has indicated plans to expand its capabilities and integrate additional services over time. The initiative is expected to influence how tourism businesses design experiences, manage operations, and interact with visitors, potentially setting new standards for smart tourism worldwide.
In summary, Saudi Arabia’s AI Tourism Vision, announced in June 2026, introduces a national strategy to embed artificial intelligence across the tourism sector. The launch of TourismX, the Saudi MT App, and the MT Developer Portal represents a coordinated effort to build a smarter, more efficient, and sustainable tourism ecosystem. The initiative aligns with the Kingdom’s Year of AI 2026, Vision 2030, and international commitments such as the Riyadh Declaration. The current status is that the beta platform is live, the ministry is actively engaging developers and businesses, and further development of the digital ecosystem is underway. The impact of the initiative will be monitored as the platform matures and additional AI tools are added.
