Among the exciting developments of AI technology in the tourism industry, the Saudi Tourism Authority (STA) displayed its revolutionary AI-powered travel guide, SARA at London’s World Travel Market exhibition. As part of its “Welcome to Arabia” initiative, STA has developed SARA as an AI-powered “digital human,” which can serve travel enthusiasts as a brand ambassador to the kingdom as well as a travel companion and personal concierge.
Currently released as a beta version, SARA was showcased to exhibition visitors from the Visit Saudi pavilion at the World Travel Market exhibition held between November 5th to 7th in London. The AI-powered digital human captured the audience’s attention with details about Saudi Arabia’s popular tourist spots, historic monuments, and diverse culture.
Apart from its wealth of travel information, SARA was responding to queries in natural human language. This is because SARA is powered by Generative AI technology, which has enabled AI-powered bots to “speak” in natural language.
According to Saudi Arabia’s Ministry of Tourism, the kingdom attracted 109.3 million tourists in 2023, which included 81.9 million domestic tourists and 27.4 million foreign tourists. This marks an impressive 73% increase in international tourists from 2019. Saudi Arabia plans to continue this growth and turn the kingdom into a popular international destination.
International tourism is part of Saudi Arabia’s Vision 2030 goal to diversify and modernize its economy. As part of its tourism strategies, STA is investing in digital infrastructure and innovative technologies like Generative AI. The development of SARA will help STA position Saudi Arabia as a tourist destination that combines modern travel amenities with rich traditions.
According to STA officials at the London exhibition, SARA is not just a digital travel guide but the embodiment of Saudi Arabia’s forward-thinking mindset about international tourism. This is why SARA is the world’s first digital human travel agent developed by tourism authorities. What sets it apart from standard AI-powered chatbots is its ability to:
SARA was able to interact with visitors in multiple languages and ask them proactive questions to make personalized travel recommendations. Based on its interactions, SARA offered customized itineraries to each individual, which included “off the beaten path” travel destinations like the ancient ruins of Al-Ula and the Jeddah local markets and authentic local experiences. With its storytelling capabilities, SARA captivates its audience with highly engaging narratives about Saudi Arabia’s culture.
How was SARA developed? Designed with a human-centric approach, SARA AI is easily able to connect with domestic and international visitors. SARA is the product of its design and development team working with Saudi's local communities and cultural experts. This helped in providing an authentic feel about life in Saudi Arabia. Through continuous feedback from users, SARA is capable of reshaping its narrative to meet their unique needs.
With this launch of the SARA tool, Saudi Arabia’s tourism industry is set for a massive transformation. As the tool goes through further development, STA is optimistic that it can capture the beauty of Saudi Arabia to international tourists. As part of its future development plans, STA plans to incorporate advanced features in SARA’s forthcoming versions including:
With this AI-powered development, SARA is set to impress technology-savvy tourists and provide them with an immersive and engaging digital experience. Through its powerful visualization, SARA is bringing Saudi's tourist attractions to life before international visitors have even started their travel.
The launch of the SARA tool also promises to transform the global image of Saudi Arabia as simply an oil-rich economy. Going forward, Saudi Arabia will continue to invest in the tourism sector, thus making it easier for international travelers to explore its natural landscapes, food, and warm hospitality.