Introduction to AI in Travel
AI is revolutionizing the way people plan and experience travel. From curated videos on Instagram Reels to booking engines that build entire itineraries in seconds, AI is becoming a powerful force in how journeys are imagined, booked, and lived. However, this shift raises an important question: is AI giving travelers more freedom, or quietly steering their choices?
AI as a Travel Companion
AI is changing how people discover destinations. Instead of generic travel lists, platforms now serve content that feels personal. Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, believes AI has turned travel discovery into a personal canvas. Platforms like Instagram Reels no longer just show ‘where to go’; they curate journeys that feel tailor-made for each traveler.
The Future of Travel Discovery
This shift is not just about convenience. By highlighting lesser-known destinations, AI can spread demand and ease pressure on crowded tourist spots. It can also introduce travelers to authentic local experiences that might otherwise remain hidden. Hamidaddin sees the next phase as “agentic AI”—technology that doesn’t just make suggestions but takes action.
AI Personalization vs. Algorithmic Influence in Travel
AI-driven booking engines promise hyper-personalized recommendations, matching experiences to individual interests and budgets. This can make planning smoother and more inspiring, but it also comes with risks. Hamidaddin said AI can empower travelers like never before—matching experiences to passions, budgets, and even moods. However, unchecked, algorithms can quietly narrow horizons, nudging people toward predictable options.
The Importance of Transparency and Accountability
This risk only increases with agentic AI, which will make decisions on travelers’ behalf. That’s why transparency and accountability are non-negotiable. AI should be a compass, not a cage, and travelers must always hold the final word. The balance between personalization and privacy will shape the next era of travel.
Trust and Transparency
As AI systems collect vast amounts of personal data, travelers are more aware of how their preferences, clicks, and searches are used. Hamidaddin stressed that trust is the foundation. The era of hyper-personalization must be built on trust. Travellers know their data is powerful, and they’re right to ask how it’s being used. The solution, in his view, is “radical transparency: explicit consent, clear explanations, and real opt-in choices.”
Setting Standards through TOURISE
Hamidaddin will lead discussions on these topics at the inaugural TOURISE Summit in Riyadh this November. He sees the summit as a chance to shape global standards for AI use in travel, not just showcase technology. The TOURISE is designed to be more than an event—it’s the world’s first platform where government, business, and technology leaders unite to shape travel tech responsibly.
Promoting Sustainability and Cultural Exchange
His goals include creating a shared ethical framework for AI, encouraging partnerships to address privacy and workforce challenges, promoting sustainability, and training the global tourism workforce to thrive in an AI-driven industry. AI’s influence goes beyond logistics. It is also changing cultural exchange and economic development, particularly in Saudi Arabia.
Cultural Exchange and Economic Growth
AI is dissolving barriers—linguistic, cultural, and economic. It’s curating authentic connections that go beyond sightseeing into meaningful exchange. Hamidaddin explained how Saudi Arabia is using AI to highlight cultural and historical treasures like AlUla and Diriyah, while supporting artisans, festivals, and small businesses. Agentic AI will help create smoother travel experiences that allow visitors to focus more on culture and less on planning.
Ethical Guardrails for AI in Travel
As AI systems take on more responsibility, clear ethical standards become essential. Hamidaddin outlined several priorities: making AI usage clear to users, regularly auditing algorithms for bias, giving travelers control over their data, and designing systems that promote cultural diversity and accessibility. With agentic AI, the stakes rise: when an AI acts on a traveler’s behalf, we must ensure transparency, explainability, and accountability.
Innovation with Ethics
The debate isn’t about whether to adopt AI, but how to do so responsibly. Hamidaddin argues that innovation should align with human values and environmental priorities. It’s not about chasing every shiny new tool; it’s about aligning innovation with human values and planetary needs. He believes governments, businesses, communities, and travelers must collaborate to agree on shared principles.
A New Era for Travel
Hamidaddin is optimistic about what lies ahead. What excites him most is that travel is becoming transformative again. He imagines a future where language barriers disappear, itineraries adapt in real time, and every trip supports local communities. In Saudi Arabia, platforms like “Spirit of Saudi” are already using AI to showcase authentic experiences, from desert adventures to artisan workshops.
Conclusion
In conclusion, AI is revolutionizing the travel industry, offering personalized experiences and streamlined planning. However, it’s essential to ensure that AI is used responsibly, with transparency, accountability, and a focus on human values and environmental priorities. By setting clear standards and guidelines, we can harness the power of AI to create a more sustainable, equitable, and enjoyable travel experience for all.
FAQs
Q: How is AI changing the travel industry?
A: AI is changing the travel industry by offering personalized experiences, streamlined planning, and real-time itinerary adjustments.
Q: What are the risks associated with AI in travel?
A: The risks associated with AI in travel include algorithmic bias, lack of transparency, and potential narrowing of horizons.
Q: How can we ensure that AI is used responsibly in travel?
A: We can ensure that AI is used responsibly in travel by setting clear standards and guidelines, prioritizing transparency and accountability, and aligning innovation with human values and environmental priorities.
Q: What is the future of travel with AI?
A: The future of travel with AI is expected to be more personalized, sustainable, and enjoyable, with a focus on cultural exchange, economic growth, and environmental responsibility.
