Saudi Arabia launches TourismX and national AI Tourism Vision to reshape visitor experiences

Saudi Arabia has launched its AI Tourism Vision, unveiling a national strategy to integrate artificial intelligence across the tourism sector alongside the debut of TourismX, a digital platform designed to serve as the future infrastructure for AI-powered tourism services.

Announced during the Kingdom’s Year of AI 2026, the initiative aims to enhance visitor experiences, improve operational efficiency, support investors and tourism businesses, and strengthen Saudi Arabia’s position as a global hub for tourism innovation. The strategy also aligns with the country’s broader economic diversification ambitions under Saudi Vision 2030.

According to the Ministry of Tourism, the AI Tourism Vision provides a framework for building a smarter, more efficient and sustainable tourism ecosystem through the adoption of advanced digital technologies.

Central to the strategy is TourismX, which the Ministry describes as a global AI platform designed to become the digital backbone of the tourism sector. The platform is intended to transform how destinations, tourism services and visitor experiences are planned, managed and delivered through artificial intelligence.

The beta version of TourismX features a suite of AI-powered tools for tourism businesses and professionals, including a hotel interior designer, menu creation assistant, branding and identity designer, hotel standard operating procedure generator, tour guide assistant and tour script generator. The Ministry said these tools are intended to boost productivity and streamline operations across the industry.

Minister of Tourism Ahmed Al-Khateeb said artificial intelligence is reshaping how destinations are discovered, experiences are designed and tourism services are managed.

He said the AI Tourism Vision seeks to create a more innovative, efficient and sustainable tourism sector while enhancing visitor experiences, supporting investors and increasing productivity across the industry.

Alongside TourismX, the Ministry launched the beta version of the Saudi MT App, an AI-powered platform that consolidates ministry services for investors, tourism business owners, tour guides and other sector stakeholders. The application includes “Noura,” an AI assistant designed to help users access digital government services.

The Ministry also introduced the MT Developer Portal, which provides developers and technology partners with a unified environment for APIs and digital integration.

According to the Ministry, the portal is designed to support the development of scalable digital solutions and accelerate the growth of Saudi Arabia’s tourism technology ecosystem.

The latest initiatives build on the Ministry’s broader digital transformation agenda, including Smart Inspector, a platform that supports field inspection teams during the Hajj 1447H season. The Ministry said it is continuing to develop an integrated digital ecosystem to improve operational efficiency and prepare the tourism sector for rapid technological change.

The AI Tourism Vision also builds on the Riyadh Declaration on the Future of Tourism, adopted during the 26th UN Tourism General Assembly, which called for the greater adoption of emerging technologies, particularly artificial intelligence.

According to the Ministry, the initiative supports Saudi Arabia’s ambition to become a global hub for data and AI while advancing Saudi Vision 2030’s goals of economic diversification, job creation and tourism-led growth.