Tourism Authority Launches “Sarah” Smart Guide to Enrich Tourist Experience
The Saudi Tourism Authority has launched its latest unique digital product, “Sarah,” the intelligent tourism guide for Saudi Arabia, in conjunction with its participation in the “LEAP 2025” conference through the “Spirit of Saudi” platform, aiming to enhance tourists’ experiences in the Kingdom.
“Sarah” offers an interactive experience for tourists, assisting them by providing rich information and smart recommendations. Additionally, this initiative integrates artificial intelligence technologies with authentic Saudi culture in multiple major languages.
The initiative aligns with the authority’s efforts to leverage modern technologies in promoting tourism, enhancing local experiences, and connecting them with tourists’ aspirations and needs. It also reflects Saudi Arabia’s commitment to leading in smart tourism and innovation, contributing to increased tourism spending, supporting investment, empowering entrepreneurs, and boosting the gross domestic product (GDP).
The CEO and Board Member of the Saudi Tourism Authority, Fahd Hamidaddin, stated:
“‘Sarah,’ the intelligent tourism guide in the Kingdom, represents a qualitative leap in the digital transformation journey. Developed based on a comprehensive study of tourists’ needs and aspirations amid rapid technological advancements, ‘Sarah’ leverages artificial intelligence to offer advanced solutions that simplify trip planning while providing personalized recommendations for activities and events based on individual interests. This innovation not only enhances the tourist experience but also contributes to the growth of the tourism sector in the Kingdom, aligning with the objectives of Vision 2030. It also aims to establish the Kingdom as a leading global tourist destination.”
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