Saudi Tourism Sector Unveils AI Vision & TourismX Platform

A new artificial intelligence framework for Saudi Arabia's tourism sector has been introduced, outlining plans to integrate AI across visitor experiences, business operations and investment support.

Known as the AI Tourism Vision, the initiative is designed to improve tourism services, boost operational productivity and support tourism professionals through a sector-wide approach to digital transformation.

A key component of the framework is TourismX, a new platform described as digital infrastructure for tourism powered by artificial intelligence. Its beta version includes tools such as an AI hotel interior designer, menu generator, brand identity designer, hotel standard operating procedure generator, tour guide assistant and AI-powered tour script generator to support tourism businesses and operators.

The initiative also includes the beta Saudi MT App, an AI-powered application that brings together services for investors, tourism business owners, tour guides and other users through an AI assistant named Noura. In parallel, the MT Developer Portal provides a unified environment for APIs and digital integration to support the development of new tourism solutions.

The framework builds on the Riyadh Declaration on the Future of Tourism, adopted during the 26th General Assembly of UN Tourism, which called for greater adoption of emerging technologies, particularly artificial intelligence, across the global tourism sector.

The Ministry of Tourism also highlighted existing AI initiatives, including the Smart Inspector platform used during the 2026 Hajj season and the Smart Check-In system that helped improve the reception and distribution of pilgrims across accommodation facilities.