The Saudi Tourism Authority (STA) has made a significant stride towards enriching tourist experience in Saudi Arabia by launching SARA, a smart tour guide that harnesses artificial intelligence (AI) technologies.
SARA is an outstanding digital product that aims to deliver an interactive experience and help the Kingdom’s tourists through providing valuable information and personalized recommendations via Visit Saudi platform.
It integrates AI technologies with Saudi Arabia’s authentic culture, delivering its services in many languages, according to the Saudi Press Agency (SPA).
SARA, launched as part of the STA’s participation in LEAP 2025 tech conference, is part of the Tourism Authority’s initiatives to utilize advanced technologies in promoting tourism, enhance local experiences, and align them with tourists’ aspirations and needs.
It also underscores the STA’s commitment to becoming a pioneer in smart and innovative tourism. This, in turn, contributes to raising tourism spending, supporting investment, empowering entrepreneurs, and boosting the GDP.
On this occasion, the CEO of the STA, Fahd Hamidaddin, said that SARA is a major milestone in Saudi Arabia’s digital transformation journey. Its development was based on a comprehensive study for tourists’ needs and aspirations in the light of the accelerating technological advancements.
Moreover, Hamidaddin noted that SARA uses AI to offer advanced solutions which facilitate trips’ planning, in addition to offering personalized recommendations for activities and events.
This innovative digital product not only enhances tourists’ experience, but also boosts the Kingdom’s tourist sector, in line with the objectives of Saudi Vision 2030 that aims to establish Saudi Arabia’s position as a premier global tourist destination, he added.
