How AI is Transforming the Travel Experience

Artificial intelligence is rapidly transforming the travel landscape, influencing everything from initial inspiration to the granular details of itinerary planning. From curated visual content on platforms like Instagram Reels to sophisticated booking engines capable of constructing entire travel itineraries in mere seconds, AI is emerging as a pivotal force shaping how users envision, book, and experience their journeys. This evolution, however, begs the critical question: is AI truly empowering travelers with greater autonomy, or subtly dictating their choices behind the scenes?

Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, believes AI possesses the potential for both. In an insightful discussion, he outlined how AI is revolutionizing travel discovery, personalization, cultural immersion, and the ethical considerations that the industry must grapple with as AI assumes an increasingly proactive role.

AI as a Personalized Travel Concierge

AI is redefining how individuals discover travel destinations. Departing from the era of generic travel suggestions, platforms now deliver tailored content designed to resonate with individual preferences. “AI has transformed travel discovery into a personalized canvas,” explains Hamidaddin. “Platforms are now leveraging AI, curating journeys that feel custom-made for each traveler.”

This transformation extends beyond mere convenience. By showcasing less conventional destinations, AI has the capacity to distribute demand more evenly, alleviating overcrowding in popular tourist hotspots. Furthermore, it can unlock access to authentic, local experiences that might otherwise remain undiscovered by the average traveler.

Hamidaddin envisions the next evolution as “agentic AI” – technology that transcends simple recommendations and actively executes tasks on behalf of the user. He describes a future where AI proactively rebooks flights impacted by weather disruptions, dynamically adjusts itineraries, and reschedules reservations in real-time. “That’s frictionless travel—where the cumbersome logistics recede into the background, allowing the essence of the adventure to command center stage,” he asserts.

The Balancing Act: AI Personalization vs. Algorithmic Influence

AI-powered booking engines promise a new era of hyper-personalized recommendations, meticulously aligning experiences with individual interests and budgetary constraints. While this can streamline travel planning and spark inspiration, potential risks loom beneath the surface.

“AI empowers travelers like never before by tailoring experiences to passions, budgets, and even moods. However, unchecked algorithms can inadvertently narrow horizons, subtly steering individuals toward predictable choices. This inherent risk amplifies with agentic AI, set to make decisions autonomously on behalf of travelers. Transparency and accountability become paramount,&#x201d Hamidaddin emphasizes. “AI should function as a compass, not a confining cage, and travelers must retain ultimate authority.”

Building Trust Through Transparency

The future of travel hinges on striking a delicate balance between personalization and privacy. As AI systems amass vast quantities of personal data, travelers are becoming increasingly cognizant of how their preferences, clicks, and searches are utilized. Hamidaddin underscores the pivotal role of trust in this evolving landscape.

“The age of hyper-personalization rests on the bedrock of trust. Travelers recognize the power inherent in their data and are rightfully questioning its utilization,” he explains. The proposed solution lies in “radical transparency: explicit consent mechanisms, clear explanations, and meaningful opt-in choices.”

The emergence of agentic AI, capable of acting independently, amplifies the need for robust transparency measures. When algorithms are booking, modifying, or canceling plans automatically, travelers require unambiguous mechanisms to monitor and control these actions. “True innovation extends beyond customizing the journey; it safeguards the traveler’s confidence and autonomy,” he adds.

TOURISE: Setting the Stage for Global Standards

Hamidaddin intends to spearhead discussions surrounding these critical issues at the inaugural TOURISE Summit in Riyadh this November, envisioning the summit as a catalyst for establishing global standards for AI deployment in the travel sector, rather than simply showcasing technological advancements.

“TOURISE is conceived as more than just another industry event—it’s the world’s first dedicated platform uniting government, business, and technology luminaries to collaboratively shape the responsible integration of travel technology,” he states. His objectives encompass the creation of a shared ethical framework for AI, fostering partnerships to address privacy concerns and workforce adaptation challenges, promoting environmental sustainability, and equipping the global tourism workforce with the skills necessary to thrive in an increasingly AI-driven industry.

“TOURISE must establish a new benchmark: innovation grounded in unwavering ethical integrity,” he concludes.

Cultural Exchange and Economic Growth in the Age of AI

AI’s influence extends beyond operational efficiencies and logistics; it is also driving profound changes in cultural exchange and economic development, particularly within Saudi Arabia. “AI is breaking down barriers—linguistic, cultural, and economic. It’s facilitating authentic connections that move beyond superficial sightseeing to foster genuine exchange,” asserts Hamidaddin.

He elaborates on how Saudi Arabia is leveraging AI to showcase its rich cultural and historical heritage, highlighting sites such as AlUla and Diriyah, while simultaneously supporting local artisans, festivals, and small businesses. Agentic AI is poised to create seamless travel experiences, enabling visitors to focus wholeheartedly on cultural immersion rather than logistical complexities.

“This initiative is not solely about attracting more visitors; it’s about fostering inclusive economic growth, promoting mutual respect, and achieving shared prosperity,” he emphasizes. By 2030, AI is projected to contribute a substantial $135 billion to Saudi Arabia’s GDP, with tourism playing a crucial role. However, for Hamidaddin, the true measure of success lies in the “strengthening of bonds between people.”

Ethical Imperatives for AI in Travel

As AI systems increasingly assume responsibilities, establishing clear ethical guidelines is paramount. Hamidaddin outlines several priorities: ensuring transparency in AI usage for all users, regularly auditing algorithms for biases, empowering travelers with control over their data, and designing systems that promote cultural diversity and accessibility.

“With agentic AI, the stakes become significantly higher: when AI takes actions on behalf of a traveler, we must guarantee transparency, explainability, and accountability. Agency must never eclipse user autonomy,” he cautions.

Innovation with a Conscience

The central debate revolves not around *whether* to embrace AI, but rather *how* to integrate it responsibly. Hamidaddin contends that innovation should be intrinsically aligned with human values and environmental imperatives. “It’s not about pursuing every alluring new tool; it’s about ensuring that innovation serves human values and the needs of our planet,” he states.

He stresses the importance of collaboration between governments, businesses, communities, and travelers to establish shared guiding principles. The emergence of agentic AI amplifies the urgency, as critical decisions will increasingly be delegated to machines. “Our collective responsibility is to ensure that technology serves people, and not the reverse,” he concludes.

A New Dawn for Travel

Hamidaddin expresses optimism about the future of travel. “What excites me most is the resurgence of travel as a transformative experience,” he observes. He envisions a future where language barriers dissolve, itineraries adapt in real-time, and every journey contributes to the well-being of local communities.

In Saudi Arabia, platforms are already utilizing AI to showcase authentic experiences, from desert adventures to artisan workshops. The next phase involves agentic journeys, in which AI-powered travel companions seamlessly handle logistical details, empowering travelers to focus on exploration and genuine human connection.

“At TOURISE, I am confident that we are not merely shaping the future of tourism—we are igniting a new era of global connection and shared prosperity,” he concludes.