Saudi Arabia Unveils AI-Powered Tourism Strategy with TourismX Platform and Noura Virtual Assistant to Transform Visitor Experiences: New Update

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June 29, 2026 14:01 GMT+5:30

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Saudi Arabia has taken another major step in its digital transformation journey by officially launching its Artificial Intelligence (AI) Tourism Strategy alongside the new TourismX initiative. Introduced by the Ministry of Tourism, the programme is designed to modernise the country’s tourism ecosystem by integrating advanced artificial intelligence technologies into visitor services, destination management, and tourism operations.

As part of the rollout, the Ministry also introduced the beta version of the Saudi MT App, featuring Noura, an interactive AI-powered virtual tourism assistant created to provide travellers with personalised guidance and real-time support. The initiative aligns with the Kingdom’s broader Vision 2030 programme, which places innovation, digital transformation, and tourism diversification at the centre of national development.

Saudi Arabia Accelerates Digital Tourism Transformation

Tourism has become one of the fastest-growing sectors under Saudi Arabia’s Vision 2030 economic diversification strategy. To support this growth, the Ministry of Tourism is increasingly adopting digital technologies that improve visitor experiences while enhancing operational efficiency across the tourism sector.

The newly announced AI Tourism Strategy represents a comprehensive framework that encourages the responsible use of artificial intelligence throughout the tourism value chain.

The strategy aims to improve interactions between visitors, tourism businesses, and government services while creating a more connected and efficient travel ecosystem.

TourismX Introduces a New Smart Tourism Platform

At the centre of the initiative is TourismX, a digital platform developed to accelerate innovation across Saudi Arabia’s tourism industry.

The platform is expected to support tourism stakeholders by encouraging greater collaboration, digital integration, and data-driven decision-making.

TourismX has been designed to strengthen several areas of tourism development, including:

• Digital visitor services
• Tourism innovation
• Smart destination management
• Data analysis
• Industry collaboration
• Service automation
• Digital transformation
• Tourism ecosystem development

The platform reflects Saudi Arabia’s ambition to become a global leader in smart tourism technologies.

Noura AI Assistant Enhances the Saudi MT App

A major feature of the beta Saudi MT App is Noura, an AI-powered virtual assistant designed to provide travellers with personalised information before and during their visit.

Using artificial intelligence, Noura is expected to help users access tourism-related information quickly while improving convenience throughout the travel journey.

Potential support includes:

• Destination recommendations
• Travel information
• Visitor guidance
• Tourism services
• Attraction details
• Event information
• Local travel assistance
• Personalised travel suggestions

The AI assistant represents a shift towards more interactive and intelligent digital tourism services.

Artificial Intelligence Supports Better Visitor Experiences

The Ministry of Tourism views artificial intelligence as an important tool for improving service quality and increasing operational efficiency throughout the tourism industry.

AI technologies can help support:

• Personalised travel planning
• Faster customer assistance
• Improved visitor engagement
• Real-time information delivery
• Smarter destination management
• Enhanced digital accessibility
• Better tourism insights
• More efficient service delivery

By integrating AI into tourism platforms, Saudi Arabia aims to create a seamless experience from trip planning through to departure.

Vision 2030 Continues Driving Tourism Innovation

Tourism forms a central pillar of Saudi Arabia’s Vision 2030 programme, which seeks to diversify the national economy beyond traditional industries.

Government initiatives continue focusing on:

• Tourism investment
• Digital transformation
• Smart government services
• International tourism promotion
• Infrastructure development
• Heritage conservation
• Sustainable tourism
• Innovation and technology

The AI Tourism Strategy complements these priorities by introducing advanced digital capabilities that support long-term sector growth.

Digital Innovation Benefits Tourism Businesses

Beyond assisting visitors, TourismX is expected to create new opportunities for tourism businesses operating throughout Saudi Arabia.

Potential benefits include:

• Improved operational efficiency
• Better customer engagement
• Enhanced digital marketing
• Data-driven planning
• Service innovation
• Greater industry collaboration
• Smarter destination management
• Improved competitiveness

These capabilities can help tourism operators respond more effectively to changing traveller expectations while supporting continued industry expansion.

Saudi Arabia Continues Expanding Global Tourism

Over recent years, Saudi Arabia has introduced numerous initiatives aimed at increasing international visitor arrivals, including expanded tourism visas, destination development, cultural attractions, entertainment projects, and major international events.

The introduction of artificial intelligence into tourism services represents another milestone in the country’s broader transformation into a technology-enabled travel destination.

As visitor numbers continue growing, digital platforms are expected to play an increasingly important role in managing tourism efficiently while improving customer satisfaction.

AI Innovation Strengthens Saudi Arabia’s Tourism Future

The launch of the AI Tourism Strategy, TourismX platform, and Noura virtual assistant demonstrates Saudi Arabia’s commitment to integrating advanced technologies into every stage of the visitor journey. By combining artificial intelligence with smart tourism infrastructure, the Ministry of Tourism aims to create a more personalised, efficient, and innovative travel experience for both domestic and international visitors.

As Vision 2030 continues reshaping the Kingdom’s tourism landscape, initiatives such as TourismX and the Saudi MT App position Saudi Arabia at the forefront of digital tourism development. Through continued investment in artificial intelligence, smart services, and visitor-focused innovation, the country is strengthening its ambition to become one of the world’s leading technology-driven tourism destinations while delivering modern, seamless, and high-quality travel experiences.