TLDR:
The Saudi Tourism Authority launches SARA
AI-powered guide enhances tourist experience
Personalised, insightful travel guidance offered
RIYADH (The Thursday Times) — The Saudi Tourism Authority has introduced “SARA,” an advanced AI-powered guide aimed at revolutionising how tourists experience the Kingdom. With her launch at the recent World Travel Market exhibition in London, SARA has quickly become a focal point, showcasing Saudi Arabia’s growing embrace of AI in the tourism sector. Attendees were drawn to her seamless, conversational interaction, a new standard in digital tourism innovation.
SARA is designed as a highly knowledgeable, young Saudi woman, embodying both a passion for travel and a deep understanding of her country’s diverse cultural and historical landscape. Equipped with a vast array of details about Saudi Arabia’s tourist destinations, historical sites, and cultural landmarks, she provides tailored advice, answering queries and guiding travellers through the Kingdom’s rich offerings. This AI-driven smart guide presents an engaging narrative, introducing visitors to lesser-known sites and significant archaeological and cultural attractions, fostering an in-depth appreciation for Saudi Arabia’s heritage.
This initiative underscores Saudi Arabia’s commitment to integrating cutting-edge digital advancements within its tourism strategy, an approach poised to resonate with an international audience. The AI system at the core of SARA’s functionality enables her to anticipate visitor preferences, delivering personalised insights to enhance each traveller’s experience. Her conversational style and seamless information delivery mark a significant shift toward immersive, interactive tourism that aligns with the Kingdom’s Vision 2030.
As part of Saudi Arabia’s broader digital tourism framework, SARA not only serves as an informative guide but also reflects the Kingdom’s ambitions to position itself as a global tourist destination. By investing in AI technologies to transform the visitor experience, the Saudi Tourism Authority is leading the region in digital tourism, offering an approach that promises to set a new standard in the sector.
The beta version of SARA, still in development, continues to evolve through real-time interactions and feedback, fine-tuning her responses and broadening her knowledge to cater to the growing diversity of international visitors. This responsiveness and adaptability enhance SARA’s potential to serve as a valuable digital companion for tourists, bridging cultural connections and fostering a richer travel experience across the Kingdom.
