Tourism is entering a new era—one defined not only by destinations but by data, intelligence, and human connection enhanced through technology. This transformation takes the global spotlight in Riyadh, as the 26th UN Tourism General Assembly (UNTGA 2025) convenes under the forward-looking theme, “AI-Powered Tourism: Redefining the Future.”
Hosted in collaboration with Saudi Arabia’s Ministry of Tourism and the Saudi Tourism Authority, the assembly will welcome ministers, innovators, and leaders from more than 160 nations between 7–11 November 2025, marking the largest gathering in the organization’s 50-year history.
AI and the Future of Global Tourism
Artificial intelligence is rapidly reshaping how the world experiences travel—from predictive analytics and automated guest services to personalized itineraries and dynamic sustainability management. Recognizing this, UN Tourism selected AI as its central theme for 2025, signaling a pivotal shift in how the global community approaches innovation.
Zurab Pololikashvili, Secretary-General of UN Tourism, described the Riyadh event as “a blueprint for intelligent tourism,” noting that the sector now requires the same digital maturity as global finance, health, or energy.
At the heart of this transformation lies Saudi Arabia, a nation that has made digital infrastructure and AI integration core pillars of its Vision 2030 agenda. The Saudi Data and Artificial Intelligence Authority (SDAIA) has spearheaded initiatives such as national data strategies and smart city programs, while the tourism sector has embraced tools for personalized trip curation, predictive crowd management, and AI-powered sustainability tracking.
Saudi Arabia’s Technological Transformation
The Kingdom’s approach to AI-powered tourism extends beyond innovation for convenience—it’s innovation with purpose. From NEOM, the world’s first cognitive region powered by clean energy and data intelligence, to AlUla, where digital storytelling brings ancient civilizations to life, Saudi Arabia is building experiences where culture, technology, and sustainability coexist harmoniously.
H.E. Ahmed Al Khateeb, Minister of Tourism, emphasized:
“Artificial intelligence is not just changing travel; it’s redefining how we connect, discover, and sustain. Saudi Arabia is proud to lead this global conversation on the responsible integration of AI into tourism.”
At UNTGA 2025, delegates will explore frameworks for AI ethics, tourism data governance, and the human-AI interface in guest experience. Workshops and innovation showcases will highlight how machine learning can optimize destination management, promote sustainability, and enhance inclusivity for travelers of all backgrounds.
AI Meets Humanity: The Saudi Model
While AI is often viewed through a technological lens, Saudi Arabia’s model underscores the importance of human experience. The Saudi Tourism Authority (STA) has implemented advanced analytics to understand traveler sentiment and craft more meaningful experiences—whether through hyper-personalized itineraries or immersive cultural storytelling.
H.H Princess Haifa Al Saud, Vice Minister of Tourism, noted in a recent address:
“AI is only powerful when it amplifies what makes us human—our empathy, creativity, and curiosity. The future of tourism lies in merging data with heart.”
This philosophy echoes through projects like Diriyah, where augmented reality enhances historical interpretation, and The Red Sea, where AI monitors marine ecosystems in real time to ensure zero environmental impact.
The Riyadh Declaration on AI and Tourism
One of the most anticipated outcomes of the assembly will be the Riyadh Declaration on AI and Tourism, a global framework encouraging ethical data use, transparency, and equitable access to digital tools. It will set the stage for a new era of collaboration between governments, private enterprises, and innovators—anchored in sustainability, security, and shared prosperity.
Saudi Arabia’s leadership in this domain has already positioned it as a nexus for smart destination design and AI-led hospitality innovation, setting an example for other nations balancing technology and tradition.
A Vision Beyond 2030
The 26th General Assembly marks more than an anniversary—it represents a turning point for the industry. As tourism recovers, rebuilds, and redefines itself post-pandemic, AI stands as both compass and catalyst.
Through its investments, partnerships, and forward-thinking governance, Saudi Arabia demonstrates how artificial intelligence can drive not just tourism growth but also cultural understanding and environmental stewardship.
In the words of Mr. Fahd Hamidaddin, CEO of the Saudi Tourism Authority:
“The real power of AI in tourism is its ability to bring the world closer—through knowledge, efficiency, and empathy. Technology, in the end, should make travel more human.”
At Riyadh 2025, that philosophy takes flight—ushering in a new era of AI-powered tourism that blends intelligence with imagination, and innovation with integrity.
“The real power of AI in tourism is its ability to bring the world closer—through knowledge, efficiency, and empathy. Technology, in the end, should make travel more human.”
