Artificial intelligence (AI) is rapidly transforming how we discover, plan and experience travel. From personalised destination content to booking engines that build full itineraries in seconds, the travel industry is shifting from manual processes to intelligent automation. AI News
AI as a Travel Companion
According to Fahd Hamidaddin, founding CEO of the Saudi Tourism Authority and president of the upcoming TOURISE Summit, AI is not just enabling suggestions — it’s becoming a proactive assistant. “That’s frictionless travel—where the logistics fade and the adventure takes centre stage,” he says. AI News
Platforms such as social-media reels now deliver curated journeys, not simply “top destinations”, and lesser-known places are being surfaced to spread tourist demand. AI News
Personalisation vs Algorithmic Influence
Booking engines driven by AI offer hyper-personalisation: matching experiences to your interests, budget and mood. But Hamidaddin cautions this same power can subtly guide you:
“AI can empower travellers like never before … But unchecked, algorithms can quietly narrow horizons, nudging people toward predictable options.” AI News
He emphasises that transparency and traveller agency matter: “AI should be a compass, not a cage.” AI News
Trust, Data & Control
As these systems collect and act on more traveller data, trust becomes essential. Hamidaddin stresses:
“The era of hyper-personalisation must be built on trust. Travellers know their data is powerful, and they’re right to ask how it’s being used.” AI News
When AI is doing more — potentially re-booking flights or optimizing itineraries autonomously — the need for clear opt-in, explainable actions and user control grows. AI News
Shaping Standards with TOURISE
The TOURISE Summit in Riyadh will bring together governments, industry and tech leaders to set a global framework for AI in travel. Hamidaddin calls it “innovation with integrity.” AI News
Topics on the table include ethics, privacy, workforce transitions and sustainability.
Culture, Economy & Experience
AI’s impact goes beyond logistics: it can deepen cultural exchange, support local economies and shift how destinations present themselves. In Saudi Arabia, for instance, AI is being used to highlight historic sites and promote artisans and festivals. AI News
By 2030, tourism pushed by AI is expected to contribute significantly to the nation’s GDP — but the real measure, Hamidaddin says, is “bonds between people.” AI News
Ethical Guardrails for Agentic AI
With “agentic AI” (systems that act autonomously for the traveller) on the horizon, industry leaders emphasise guardrails: transparency, algorithmic audits, data control and inclusivity. Hamidaddin states:
“Agency must never replace autonomy.” AI News
The way forward is less about technology adoption for its own sake and more about aligning with human values and environmental priorities. AI News
Looking Ahead
As travel shifts, the most remarkable change may be how AI frees travellers from logistics, allowing more focus on experience, discovery and connection. As Hamidaddin puts it:
“What excites me most is that travel is becoming transformative again.” AI News
In this next era, the smartest tools will be those that support human agency, foster trust, and respect culture and context.
