How Are Saudi Tourism Authority and Qatar Airways Innovating with AI Agents to Revolutionize Middle East Travel and Shape the Future of Tourism?

Published on February 26, 2025

In February 2025, technology events across Saudi Arabia, the UAE, and Qatar focused heavily on the growing role of artificial intelligence (AI) agents in the travel industry. From flight bookings to guided tours, AI has become a game-changer, revolutionizing the way travelers plan and experience their journeys. Technology advancements, particularly AI tools, are having an especially significant impact on the travel and hospitality sectors in this region.

Rising Popularity of AI in Travel Planning

Reports indicate that AI is already influencing how people travel in the Middle East, particularly in Saudi Arabia and the UAE. According to Marriott Bonvoy’s 2025 Ticket to Travel report, over 67% of consumers in Saudi Arabia and the UAE have used AI tools to assist with holiday planning and research. This is notably higher than the average of 41% seen across the EMEA (Europe, Middle East, and Africa) region. AI is helping travelers by providing them with smarter, more personalized recommendations and helping them navigate a growing number of travel options and destinations.

Travelers are becoming more comfortable relying on AI for everything from research to real-time decision-making. Whether planning a trip, booking a flight, or looking for destination recommendations, these AI tools are improving user experiences significantly.

Technological Innovation in Saudi Arabia’s Tourism

During the LEAP 2025 conference in February, the Saudi Tourism Authority (STA) launched Sara, an AI-powered smart tour guide designed to enrich the travel experience in Saudi Arabia. This tool aims to provide an interactive and culturally immersive experience by integrating AI with authentic Saudi cultural elements. Available in multiple major languages, Sara offers a tailored guide to visitors, enhancing their understanding and enjoyment of the kingdom’s attractions. This move is part of Saudi Arabia’s strategy to leverage cutting-edge technology to promote tourism and provide more meaningful local experiences for visitors.

Sara’s introduction is just one example of how the Kingdom is using AI to elevate the tourism experience. The focus on technology highlights the country’s commitment to integrating modern innovations to meet the demands of tech-savvy travelers.

AILA: Revolutionizing the Travel Industry with AI

In January 2025, global travel intelligence platform Mabrian unveiled AILA, an AI-powered virtual assistant aimed at boosting productivity for managers in the destination and tourism sectors. AILA is the first generational AI tool designed specifically for the B2B (business-to-business) market. It enables real-time responses to inquiries related to travel data and intelligence, offering destination management companies and tourism operators a faster, more efficient way to handle travel-related queries and manage resources.

AILA’s introduction has sparked a new wave of technological tools designed to support the travel industry in its quest for efficiency and personalized service. The development of AI tools like AILA demonstrates the increasing reliance on technology to streamline operations and improve the travel experience for both industry professionals and travelers.

AI’s Growing Role in Airline Operations: Sama and Dream Destination

At the Web Summit Qatar in February 2025, Qatar Airways introduced an updated version of Sama, its AI-powered cabin crew assistant. Initially designed to provide passengers with information about flights and itineraries, Sama now offers expanded capabilities. It can now help travelers with booking flights directly. Sama communicates with customers through voice and chat on the Qatar Airways app and website, tailoring itineraries based on traveler preferences. This evolution in AI-powered services marks a significant step toward greater personalization and convenience in air travel.

Additionally, Qatar Airways unveiled an upgraded version of its Dream Destination tool, which interprets customers’ emotions to suggest suitable holiday destinations. By analyzing customer sentiment, Dream Destination can recommend travel locations that align with travelers’ moods, offering an even more customized travel experience.

AI at Arabian Travel Market 2025

AI will be a major focus at the upcoming Arabian Travel Market (ATM), set to take place at the Dubai World Trade Centre (DWTC) from 28 April to 1 May 2025. Exhibitors showcasing travel technology at ATM are up by 25% from the previous year, demonstrating the increasing importance of AI and other technological advancements in the travel sector. As travel companies look to keep up with rapidly changing consumer expectations, AI will continue to play a central role in shaping how the travel industry operates in the Middle East and beyond.

The Future of Travel: What It Means for Travelers Globally

The rise of AI in the Middle East is likely to have significant global repercussions. For travelers, this means an even more tailored and efficient experience. AI’s integration into the travel industry allows for personalized itineraries, real-time support, and optimized trip planning. Travelers worldwide can expect faster responses, smarter recommendations, and smoother experiences as the use of AI continues to grow.

Globally, the increasing use of AI in travel offers tremendous opportunities for innovation. As more regions adopt these technologies, the global travel landscape will continue to evolve toward greater personalization, efficiency, and convenience. For businesses, embracing AI technology means improving customer service, increasing productivity, and staying competitive in a fast-changing market.

The Future of Travel and Technology

The rapid growth of AI in the travel industry, especially in the Middle East, is changing the way people plan and experience travel. From AI-powered tour guides in Saudi Arabia to virtual assistants in Qatar, technology is making travel more efficient, accessible, and customized. As AI continues to improve, the impact on both travelers and the travel industry will only grow. The future of travel is here, and it is shaped by the innovative applications of AI technology.