From seamless travel to tailored experiences, AI is transforming Saudi Arabia’s tourism industry

During the recently concluded GAIN Summit in Riyadh, experts said the Kingdom's plan to attract 150 million tourists a year by 2030 is doable, with the help of AI. (AN photo by Abdulrahman Bin Shalhoub)
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Updated 01 October 2024
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From seamless travel to tailored experiences, AI is transforming Saudi Arabia’s tourism industry

  • The Kingdom has raised it ambition to attract 150 million tourists per year by 2030, with AI at the heart of its tourism strategy
  • From personalized excursions to interactive augmented reality tours, experts say AI is revolutionizing the sector

RIYADH: As the tourism industry prospers in Saudi Arabia, local travel agents are turning to artificial intelligence to help their clients plan dream vacations, offer seamless journeys, and create highly personalized visitor experiences.

As part of its Vision 2030 economic reform agenda, Saudi Arabia has raised its ambition to attract 150 million tourists a year by the end of the decade. Thanks to an array of AI solutions, this new target could be well within grasp.




An artistic impression of the resort planned by the Saudi giga-project NEOM and hospitality firm Equinox Hotels on the coast of the Gulf of Aqaba will feature 15 hotels and over 2,500 residences in 12 locations. (NEOM image)

NEOM, Saudi Arabia’s $500 billion mega-city taking shape on the Kingdom’s northwest coast, will feature a range of innovative tourism experiences, using AI for personalized services, transport and hospitality.

Meanwhile, at the UNESCO World Heritage sites of AlUla and Diriyah, AI-powered augmented reality technology will offer visitors a program of interactive tours through the Kingdom’s historical sites.




Diriyah, the birthplace of the Kingdom of Saudi Arabia, offers visitors a program of interactive tours. (DGDA photo)

“The Kingdom is making significant progress in building its local AI talent through ambitious initiatives, collaborating with global AI players, such as Artefact, to upskill its young talent on AI,” Rahul Arya, CEO of tech consultancy Artefact MENA, told Arab News.

“The Saudi Authority for Data and Artificial Intelligence’s major initiatives and events, such as the GAIN Summit, are also putting the Kingdom on the global AI map and positioning it as an AI pioneer in the region.”

The latest edition of the Global AI Summit, also known as GAIN, took place in Riyadh between Sept. 10 and 12, offering a platform for experts, academics, corporates and policymakers to advance the discussion on AI.




During the 3-day GAIN Summit in Riyadh, AI’s transformative potential for the tourism sector was among the main topics discussed by experts, academics, corporates and policymakers. (AN photo by Abdulrahman Bin Shalhoub)

Oussama Ahmad, Artefact’s global lead on travel and tourism, attended the summit, held at the King Abdulaziz International Conference Center.

“As an AI practitioner, I am both invigorated and captivated by Saudi Arabia’s pioneering role in AI, as evidenced by its global leadership in government AI strategy,” he told Arab News.

“It’s imperative for me to be at GAIN to witness the latest AI advancements and success stories in the Kingdom and to exchange insights with thought leaders and experts in the domain.”

During the event, Ahmad moderated a panel discussion on AI’s transformative potential for the tourism sector. 

“This session was part of a ‘first-of-a-kind’ event on AI for Tourism — a collaboration between the Ministry of Tourism, Saudi Tourism Authority, SDAIA and Artefact,” he said.

“Additionally, I had the pleasure to sign a memorandum of understanding between Artefact and STA to drive the development of AI solutions to promote Saudi Arabia as a leading tourism destination and to elevate its visitors’ experience.”

Ahmad said that AI solutions can enhance the marketing of the Kingdom as a tourist destination by addressing specific perception barriers with targeted messages delivered through the right channels.

“Solutions created by artificial intelligence include monitoring visitors’ experiences, addressing pain points and capitalizing on moments of delight, as an outstanding visitor experience is crucial for encouraging repeat visits and referrals,” he said.

“Additionally, AI can help identify new global events and attractions to be hosted by the Kingdom, plan for participant capacity at these events, and measure their return on investment.”

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Ahmad highlighted that the Saudi Tourism Authority has developed AI-powered recommendation systems, predictive analytics for visitors and their spending in order to elevate visitor experience and optimize capacity planning.

“Riyadh Air has established its data and AI infrastructure on-cloud to develop AI applications aimed at differentiating its guest experience and enhancing its commercial and operational performance,” he said.

Ahmad highlighted the effectiveness and accuracy of many AI applications, especially those based on generative AI, which rely on a detailed understanding of language and its dialectical nuances.

“This deep understanding can make all the difference in the model’s analysis of text or speech input, extraction of insights, and the accuracy of the model’s responses to user queries,” he said, underscoring the need for such models to be trained in Arabic dialects.

“AI models, and more specifically large language models, should be trained on the native language (both text and speech) and fine-tuned with the various dialects present in the Kingdom and its priority source markets of visitors.

“Moreover, Saudi Arabia has specific cultural aspects related to social values, customs, education, and communication … Developing AI solutions and innovations in the Kingdom comes with challenges, but the Kingdom is working to bridge the gap.”




Abdullah bin Sharaf Al-Ghamdi, president of the Saudi Data and Artificial Intelligence Authority, unveiling the “State of AI in Saudi Arabia” report outlining the Kingdom’s advancements from 2019 to 2023. (SPA)

For Saudi Arabia’s tourism sector and other emerging industries to reap the benefits AI has to offer, Ahmad said the Kingdom should focus on data collection, the entry of cloud providers, and on supporting local tech talent.

“First, AI applications require a vast amount of clean historical data, typically in the range of hundreds of thousands to millions of data rows,” he said.

“However, the emerging Saudi tourism sector currently faces limitations in data availability and quality. To address this, organizations in Saudi Arabia should focus on extensive data collection through first-party data strategies and partnerships for second and third-party data exchange.

“In the meantime, AI models can be developed as proof of concepts and later fine-tuned as data sources are enriched.”

“Second, many organizations in the Kingdom have legacy technology infrastructure that cannot support the deployment and productionalization of large-scale AI applications.

“However, the entry of cloud providers into the Kingdom through local data centers has begun to alleviate this challenge, particularly as cloud service providers make their most advanced AI services available in these data centers.




Cloud providers are part of a set of requirements needed for the tourism sector to reap the benefits AI has to offer. (AN photo by Abdulrahman Bin Shalhoub)

“The third challenge is the undersupply of AI talent in the Saudi market, which has led to limited AI innovation locally. To address this, local organizations are tapping into global AI talent pools.”

High-quality data and robust governance are key pillars for developing effective AI models that generate accurate results. That is why the Saudi Authority for Data and Artificial Intelligence has created the National Data Management Office and the National Data Index.

“To address this, SDAIA has devised the NDMO and NDI frameworks, which regulate and standardize data governance and management across the Kingdom, thus accelerating AI development and leading to value creation from data insights,” Ahmad said.

“Additionally, the Kingdom has set clear standards for residency of AI applications based on the classification of data sets required for those applications. This has fueled a healthy competition among cloud providers to build compliant data centers in the Kingdom, offering a comprehensive range of their AI applications and services.”




Rahul Arya (left), CEO of tech consultancy Artefact MENA, and Oussama Ahmad, Artefact’s global lead on travel and tourism. (Supplied)

Most recently, the Kingdom pioneered AI regulations by defining a set of “AI Ethics Principles” in collaboration with the EU and in line with its AI Act.

“This framework ensures that AI development is ethical, transparent, and compliant with personal data protection standards,” Ahmad said.

If the Kingdom is able to overcome challenges such as data availability, technological infrastructure, and talent scarcity, Ahmad believes Saudi Arabia will make significant strides in AI development and adoption.

“The successful implementation of AI solutions, tailored to local languages, cultural nuances, and compliant with regulatory frameworks, is crucial for unlocking the full potential of AI in driving the tourism sector.”
 

 


Saudi Arabia, Egypt urge immediate ceasefire in Lebanon and Gaza amid Israeli escalation

Updated 9 sec ago
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Saudi Arabia, Egypt urge immediate ceasefire in Lebanon and Gaza amid Israeli escalation

  • During the call, both ministers expressed deep concern over the Israeli escalation in Lebanon

RIYADH: The Saudi foreign minister and his Egyptian counterpart Badr Abdelatty held a phone conversation on Friday to discuss the deteriorating situation in Lebanon and the escalating Israeli-Palestinian conflict, Saudi Press Agency reported.

During the call, both ministers expressed deep concern over the Israeli escalation in Lebanon, emphasizing their countries' solidarity with the Lebanese people amidst the ongoing crisis, SPA added.

They stressed the need for the Lebanese state to fully exercise its authority and sovereignty over all its territories, with international support enabling it to manage the crisis effectively.

The ministers called upon the international community, particularly the UN Security Council, to take urgent action to facilitate an immediate and permanent ceasefire in both Lebanon and the Gaza Strip.

Highlighting the importance of regional stability, they reaffirmed the Kingdom and Egypt's commitment to continue coordinating efforts to address the challenges posed by the escalating violence in the Arab region.

The joint appeal for international intervention comes as tensions in Lebanon and Gaza reach new heights, with concerns growing over the humanitarian and security repercussions for the broader Middle East.


More German pilgrims visiting Saudi Arabia, ambassador says

Updated 19 min 36 sec ago
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More German pilgrims visiting Saudi Arabia, ambassador says

  • Envoy spoke at event to mark Unity Day, which celebrates reunification of East and West Germany on Oct. 3, 1990

RIYADH: A growing number of German Muslims are undertaking pilgrimages to Saudi Arabia, Germany’s ambassador to the Kingdom said.

Speaking at an event to mark Unity Day, which celebrates the reunification of East and West Germany on Oct. 3, 1990, envoy Michael Kindsgrab told Arab News that Hajj and Umrah were two of the many areas in which Germany and Saudi Arabia were cooperating.

“That is just one example of how we can establish more people-to-people contact,” he said.

As well as marking the 34th anniversary of Unity Day, this year is the 70th anniversary of the establishment of diplomatic relations between Saudi Arabia and Germany.

Speaking about his work and experiences in the Kingdom, Kindsgrab said: “It’s of course a big honor to be working as German ambassador to Saudi Arabia, and Germany as a country is becoming more and more diverse. It is just the right moment to be here to explore new areas of cooperation.

ide the ambassador of Germany to Saudi Arabia Michael Kindsgrab. (AN Photo/Huda BashAttah)

“It has been the most interesting and exciting posting that I have had in my career and I really look forward to the next year. I also have to say I really enjoy life here, people are enormously nice and enormously interesting.”

The event at the German Embassy in Riyadh featured a variety of activities and booths showcasing German businesses in Saudi Arabia, including the Goethe-Institut and the German International School.

A military band provided entertainment with renditions of popular jazz, rock and pop songs.

On the importance of Unity Day, Kindsgrab said: “For me, the significance is that it was embedded in European unity, because together with German unity we achieved European unity which makes Germany a country at the heart of Europe surrounded by friends.”

Undersecretary of Riyadh Region Faisal Al-Sudairi was among the invited officials, diplomats and representatives of German-Saudi businesses at the embassy event.


Royal Saudi Air Force joins Sindh Shield 2024 exercise in Pakistan

Updated 45 min 16 sec ago
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Royal Saudi Air Force joins Sindh Shield 2024 exercise in Pakistan

RIYADH: The Royal Saudi Air Force has deployed to Pakistan for the multinational Shield of Sindh 2024 exercise.

The event, hosted at Mushaf Air Base, brings together air forces from Saudi Arabia, Pakistan, Egypt and Turkiye in a comprehensive training scenario.

Lt. Gen. Turki bin Bandar bin Abdulaziz, commander of the RSAF, saw off the departure of the Saudi contingent from King Abdulaziz Air Base in the Eastern Sector.

Before takeoff, he conducted a thorough inspection of equipment and received detailed briefings on the operational readiness of flight crews, technical teams and support personnel. The Saudi contribution to the exercise is substantial, featuring a squadron of six Tornado aircraft.

Speaking about the exercise, he said: “Our participation in Shield of Sindh 2024 serves multiple objectives. It strengthens our bonds with Pakistan and other participating nations, while also providing a platform to demonstrate the exceptional capabilities and professionalism of the Royal Saudi Air Force, and allowing air and support crews to gain more combat experience in unconventional and electronic warfare environments.”


Falcons exhibition opens its door for visitors at Malham

Updated 54 min 7 sec ago
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Falcons exhibition opens its door for visitors at Malham

RIYADH: The Saudi International Falcons and Hunting Exhibition 2024 opened its door Friday to visitors in Malham, north of Riyadh, showcasing a blend of tradition and modernity.

Running for 10 days under the theme “a world that resembles you,” the mega event has drawn over 400 exhibitors from 45 countries.

Organized by the Saudi Falcons Club, this year’s exhibition marks a significant expansion, occupying 160,000 square meters and featuring a diverse array of attractions. 

In a groundbreaking move, it hosts the Kingdom’s first platform for selling hunting weapons, with Saudi companies representing more than 55 global brands, alongside special and rare editions for hunting enthusiasts. The event also provides real and virtual hunting experiences.

Waleed Al-Taweel, spokesperson of the Saudi Falcons Club, emphasized the exhibition’s role in preserving cultural heritage. 

“We are not just showcasing falconry, we are sustaining a legacy,” he stated, highlighting the falcon’s symbolic importance in Saudi culture as an emblem of courage and pride.

He emphasized that the exhibition highlights falcons, hunting, and related hobbies to revive this ancient Saudi legacy, in line with Saudi Vision 2030’s goal of showcasing and sustaining Saudi heritage and enhancing its role in cultural tourism both domestically and internationally.

Visitors can engage in a wide range of activities, offering hands-on insights into falcon husbandry and training. 

Attendees can explore a vast marketplace where hundreds of vendors display state-of-the-art falconry gear, innovative technologies, and specialized dietary products for these prized birds. 

A notable addition this year is the Future Falconer Program, designed to introduce children to the art of falconry through interactive and educational activities.

The exhibition also includes an outdoor cooking demonstration area, the Shalayel Digital Museum, a photography exhibition, a live fine art gallery, an area for arts, handicrafts, and sculpture, interactive games, and remote-controlled aircraft shows. 

Adventure seekers can enjoy 4x4 vehicle experiences, equestrian shows, and drone demonstrations.

The organizers have made the event accessible to all, with free entry daily from 4 p.m. to 11 p.m.


Pinktober: Saudi Cancer Foundation partners Metro Brazil

Updated 04 October 2024
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Pinktober: Saudi Cancer Foundation partners Metro Brazil

  • Company will donate 5% of sales of post-surgery range to support Breast Cancer Awareness Month

RIYADH: The Saudi Cancer Foundation has teamed up with e-commerce platform Metro Brazil to raise funds during Breast Cancer Awareness Month.

The global health campaign, which is held every October and known as Pinktober, aims to promote screening and prevention of the disease, which affects 2.3 million women worldwide.

Throughout the month, Metro Brazil, which sells luxury Brazilian shapewear, will donate 5 percent of the value of its sales of its post-surgery products to the foundation.

The range, which features 25 items, is designed to empower women who have undergone breast surgery to navigate their recovery.

CEO Alaa Kara Ali said: “Pinktober is a global movement dedicated to raising awareness and promoting the fight against breast cancer. By supporting this cause, Metro Brazil aims to contribute to the well-being of women in the Middle East and beyond.

“Our partnership with the foundation reflects our ongoing dedication to women’s health and well-being. Together, we can make a greater impact in the lives of survivors by providing essential recovery aids and amplifying breast cancer awareness.”

The Saudi Cancer Foundation is committed to helping breast cancer patients through early detection, education and recovery programs.

Breast cancer is one of the most common cancers affecting women, although it can also affect men.

Pinktober was launched in 2006 to provide a platform for advocacy organizations, health departments, retailers and community groups to raise awareness of the disease and support those affected by it.