Saudi Arabia Launches AI-Powered Smart Guide For Saudi Tourism

The Saudi Tourism Authority has unveiled the beta version of "SARA," an artificial intelligence (AI)-powered smart guide for Saudi tourism. The latest initiative aligns with the Saudi Tourism Authority’s commitment to advancing digital tourism, adopting cutting-edge AI technology to attract global visitors.

The AI-powered smart guide captivated visitors with extensive information and engaging stories about destinations, sites, and tourist experiences, interacting directly with guests at the "Visit Saudi" pavilion during the recently concluded World Travel Market (WTM) exhibition in London, reported Saudi Press Agency.

SARA will be able to respond to questions and offer personalized information and suggestions in a natural and seamless conversational style. Designed as a young Saudi woman, SARA is depicted as a travel enthusiast deeply knowledgeable about her country. She shares insights on Saudi Arabia's unique tourist destinations, historical landmarks, archaeological sites, cultural diversity, and international events—everything a traveler might need to know.