THE ENGINE: AI VISION •
At that scale, better forecasting, faster licensing, connected identity systems and real-time flow management are not digital embellishments; they are capacity infrastructure. AI VISION TO OPERATING SYSTEM TourismX is the most visible expression of the new approach. The platform is designed for the tourism and hospitality value chain, with AI tools that can generate hotel standard operating procedures, create menus and brand identities, assist tour guides, draft tour scripts and support hotel interior design. Alongside it, the Saudi MT App brings Ministry of Tourism services into one interface for investors, operators and guides, supported by an AI assistant called Noura. A developer portal opens application programming interfaces and integration tools to technology partners. Together, these products point to a shift from isolated government portals to a reusable digital layer. A hotel group can streamline procedures; a small restaurant can create multilingual content; a tour operator can improve scripts and distribution; and a technology company can connect its services to national systems. The aim is to spread AI capability through the sector rather than reserve it for the largest businesses. The vision is also landing in a capital market already pivoting towards digital capability. PwC's supplied mid-year 2026 release says technology, media and telecommunications became the Middle East's most active M&A sector in the first half, with 76 transactions, up 41% year on year. Saudi Arabia recorded 74 transactions across all sectors, while the kingdom and the UAE together generated about 65% of regional deal volume. These figures are not a Saudi tourism-tech total, but they show the direction of capital and commercial confidence. There is also a concrete tourism example. Red Sea Global and stc Group announced an investment of more than SAR1.2 billion ($320 million) to expand digital infrastructure and services across The Red Sea and AMAALA, described as one of the largest technology investments of its kind in Saudi tourism. A DIGITAL FRONT DOOR Saudi Arabia's digital travel journey begins before departure. The tourist eVisa is available online to citizens of 66 eligible countries. It is valid for one year, permits multiple entries and allows stays of up to 90 days. The broader KSA Visa platform connects more than 30 ministries, authorities and private-sector
participants across tourist, business, work, Hajj and Umrah visas. The system is becoming more integrated. A Package Visa pilot allows eligible visitors in selected markets to secure a tourist visa through approved travel providers as part of a travel package. Passengers travelling on Saudia and flynas can also apply for a 96-hour stopover eVisa. These services reduce the number of separate transactions between inspiration, booking and permission to travel. On arrival, Absher provides access to a Digital Visitor Card service, while automated e-gates connect border-control, biometric, airline and visa systems. The Saudi Data and AI Authority said 152 e-gates had been deployed at major airports by 2025. Individually, these are convenience features. Collectively, they create a digital chain from application to identity verification and border processing. DISCOVERY BECOMES BOOKABLE The same logic continues once a traveller starts planning. Visit Saudi combines destination content, events, interactive maps and links for hotel and flight reservations. Its AI- powered guide, SARA, provides conversational information and recommendations about places and experiences. The Saudi Tourism Authority and flynas have also launched Saudi Experiences, a marketplace with more than 150 bookable tours and activities across more than 15 destinations. It offers real-time booking and instant confirmation in 10 languages. For travellers, that reduces search and transaction friction. For smaller local operators, it creates a route into national and international digital distribution. The significance is not that every visitor will use one "super app", but that more of the kingdom's tourism supply is becoming searchable, bookable and connected. That is the foundation on which useful AI recommendations, dynamic packaging and more personalised journeys can be built. DIGITISING THE BUSINESS OF TRAVEL Some of the most consequential work sits behind the visitor interface. The Ministry of Tourism lists 60 electronic services, including 36 for tourism licensing, and provides online checks through which visitors can verify licensed tourism activities and accommodation. This administrative layer is significant because rapid tourism growth can be slowed by fragmented approvals and uneven operating standards.
“Artificial intelligence is now reshaping how we discover destinations, design experiences, and manage tourism services”
Below: Nusuk has developed into a unified digital companion for Hajj and Umrah
SPOTLIGHT RIYADH | 47
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