AI Transforms Travel Experience

AI is transforming the way we plan and experience travel. From personalized Instagram Reels to booking engines that craft full itineraries in seconds, AI is a powerful influence in how trips are envisioned, booked, and enjoyed. Yet this evolution prompts a crucial debate: is AI expanding traveller freedom, or subtly directing their decisions?

In a conversation with AI News, Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, argued that AI has the potential for both. He explored how AI is redefining travel discovery, personalisation, cultural exchange, and ethics—emphasising the industry's need to establish clear guidelines as the technology assumes a more proactive role.

AI as a travel companion

AI is revolutionising destination discovery. Moving beyond generic lists, platforms now deliver content that feels individually tailored. “AI has transformed travel discovery into a personal canvas,” stated Hamidaddin. “Platforms such as Instagram Reels no longer simply suggest 'where to go'; they curate journeys that feel designed for each individual traveller.”

This change offers more than mere convenience. By promoting less-visited destinations, AI can distribute tourist demand and alleviate overcrowding at popular sites. It can also connect travellers with authentic local experiences that might otherwise go unnoticed.

Hamidaddin envisions the next step as “agentic AI”—technology that not only recommends but actively executes tasks. He described a future where AI automatically rebooks weather-disrupted flights, adjusts itineraries, and reschedules reservations in real time. “That's frictionless travel—where logistics fade into the background and the adventure takes centre stage,” he explained.

AI personalisation vs. algorithmic influence in travel

AI-powered booking engines offer hyper-personalised recommendations, aligning experiences with personal interests and budgets. This can streamline and inspire the planning process, but it also carries inherent risks.

“It achieves both,” Hamidaddin responded when asked if AI empowers travellers or unknowingly guides them. “AI can empower travellers like never before—matching experiences to passions, budgets, and even moods. However, without oversight, algorithms can quietly limit horizons, nudging people toward predictable choices. This risk escalates with agentic AI, which will make decisions on a traveller's behalf. That is why transparency and accountability are essential. AI should serve as a compass, not a cage, with travellers always retaining the final say.”

Trust and transparency

The interplay between personalisation and privacy will define travel's next chapter. As AI systems gather extensive personal data, travellers are increasingly conscious of how their preferences, clicks, and searches are utilised. Hamidaddin emphasised that trust is the critical foundation.

“The age of hyper-personalisation must be built on trust. Travellers understand their data is valuable, and they are right to question how it is used,” he said. The answer, in his view, lies in “radical transparency: explicit consent, clear explanations, and genuine opt-in choices.”

Agentic AI, capable of acting for the traveller, makes this principle even more vital. If algorithms are automatically booking, adjusting, or cancelling plans, travellers require clear mechanisms to control and comprehend these actions. “True innovation doesn't just customise the journey; it protects the traveller's confidence and autonomy,” he added.

Setting standards through TOURISE

Hamidaddin will steer discussions on these themes at the inaugural TOURISE Summit in Riyadh this November. He views the summit as an opportunity to establish global standards for AI in travel, not merely showcase technology.

“TOURISE is conceived as more than an event—it is the world's first platform where government, business, and technology leaders converge to shape travel technology responsibly,” he stated. His objectives include developing a shared ethical framework for AI, fostering partnerships to tackle privacy and workforce issues, promoting sustainability, and upskilling the global tourism workforce for an AI-driven future.

“TOURISE must establish a new benchmark: innovation with integrity,” he affirmed.

Cultural exchange and economic growth

AI's impact extends beyond logistics. It is also reshaping cultural exchange and economic development, notably in Saudi Arabia. “AI is breaking down barriers—linguistic, cultural, and economic. It is fostering authentic connections that transcend sightseeing to enable meaningful exchange,” Hamidaddin noted.

He detailed how Saudi Arabia leverages AI to showcase cultural and historical treasures like AlUla and Diriyah, while also supporting local artisans, festivals, and small businesses. Agentic AI will further streamline travel experiences, letting visitors focus more on culture and less on planning.

“This is not just about increasing visitor numbers; it is about inclusive growth, mutual respect, and shared prosperity,” he said. By 2030, AI is projected to contribute $135 billion to Saudi Arabia's GDP, with tourism as a central pillar. Yet for Hamidaddin, the true measure of success lies in the “bonds forged between people.”

Ethical guardrails for AI in travel

As AI systems assume greater responsibility, clear ethical standards become imperative. Hamidaddin highlighted key priorities: ensuring users understand how AI is used, conducting regular audits for algorithmic bias, giving travellers control over their data, and designing systems that encourage cultural diversity and accessibility.

“With agentic AI, the stakes are higher: when an AI acts on behalf of a traveller, we must guarantee transparency, explainability, and accountability. Agency must never come at the expense of autonomy,” he insisted.

Innovation with ethics

The core debate is not whether to adopt AI, but how to implement it responsibly. Hamidaddin contends that innovation must align with human values and environmental stewardship. “It is not about pursuing every new technological trend; it is about aligning innovation with human values and planetary needs,” he argued.

He believes governments, businesses, communities, and travellers must collaborate to agree on shared principles. The rise of agentic AI makes this cooperation more urgent, as machines may make an increasing number of decisions. “Our responsibility is to ensure technology serves humanity, not the reverse,” he concluded.

A new era for travel

Hamidaddin is optimistic about the future. “What excites me most is that travel is regaining its transformative potential,” he shared. He envisions a future where language barriers dissolve, itineraries adapt dynamically, and every journey supports local communities.

In Saudi Arabia, platforms like “Spirit of Saudi” already use AI to present authentic experiences, from desert adventures to artisan workshops. The next phase involves agentic journeys, where AI travel companions seamlessly manage logistics, allowing travellers to concentrate on discovery and connection.

“Through TOURISE, I believe we are not just shaping the future of tourism—we are sparking a new era of global connection and shared prosperity,” he said.

See also: AI causes reduction in users’ brain activity – MIT

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