Resources

Saudi Arabia is revolutionizing tourism with SARA, its AI-powered digital travel guide, unveiled at London’s World Travel Market. As part of the "Welcome to Arabia" initiative, SARA serves as a virtual concierge, offering personalized travel recommendations, cultural insights, and engaging storytelling about Saudi Arabia’s attractions. Developed with Generative AI, SARA interacts in natural language, remembers preferences, and customizes itineraries, making it the world’s first digital human travel agent created by a tourism authority. With plans to enhance features like real-time translation and local partnerships, SARA showcases Saudi Arabia’s commitment to modernizing tourism while celebrating its rich heritage.