Charting a path for AI-powered tourism: innovation takes center stage at UNTGA Riyadh 2025 | News
Tourism is entering a new era – one defined not only by destinations, but also by data, intelligence and human connections, enhanced by technology. This transformation is in the global spotlight in Riyadh 26th UN Tourism General Assembly (UNTGA 2025) convenes under the forward-looking theme ‘AI-Powered Tourism: Redefining the Future’.
Organized in partnership with Saudi Arabia’s Ministry of Tourism and the Saudi Tourism Authority, the meeting will welcome ministers, innovators and leaders from more than 160 countries between November 7 and 11, 2025, marking the largest gathering in the organization’s 50-year history.
AI and the future of global tourism
Artificial intelligence is rapidly changing the way the world experiences travel: from predictive analytics and automated guest services to personalized itineraries and dynamic sustainability management. Recognizing this, UN Tourism has chosen AI as its central theme for 2025, signaling a crucial shift in the way the global community approaches innovation.
Zurab Pololikashvili, Secretary General of UN Tourismdescribed the event in Riyadh as “a blueprint for intelligent tourism”, noting that the sector now needs the same digital maturity as global finance, healthcare or energy.
At the heart of this transformation is Saudi Arabia, a country that has made digital infrastructure and AI integration core pillars of its Vision 2030 agenda. The Saudi Data and Artificial Intelligence Authority (SDAIA) has spearheaded initiatives such as national data strategies and smart city programs, while the tourism sector has embraced tools for personalized travel planning, predictive crowd management and AI-powered sustainability tracking.
Saudi Arabia’s technological transformation
The kingdom’s approach to AI-powered tourism goes beyond just innovation for convenience: it’s innovation with a purpose. By NEOMthe world’s first cognitive region powered by clean energy and data intelligence AlUlaWhere digital stories bring ancient civilizations to life, Saudi Arabia builds experiences where culture, technology and sustainability coexist harmoniously.
HE Ahmed Al Khateeb, Minister of Tourismemphasized:
“Artificial intelligence isn’t just changing travel; it’s redefining how we connect, discover and sustain. Saudi Arabia is proud to lead this global conversation on the responsible integration of AI into tourism.”
At UNTGA 2025, delegates will explore frameworks for AI ethics, tourism data management, and the human-AI interface in guest experience. Workshops and innovation showcases will highlight how machine learning can optimize destination management, promote sustainability and increase inclusivity for travelers of all backgrounds.
AI meets humanity: the Saudi model
While AI is often viewed through a technological lens, Saudi Arabia’s model underlines the importance of human experience. The Saudi Tourism Authority (STA) has implemented advanced analytics to understand traveler sentiment and create more meaningful experiences, whether through hyper-personalized itineraries or immersive cultural storytelling.
HH Princess Haifa Al Saud, Deputy Minister of Tourismstated in a recent speech:
“AI is only powerful if it amplifies what makes us human: our empathy, creativity and curiosity. The future of tourism lies in merging data with the heart.”
This philosophy is echoed in projects like Diriyah, where augmented reality improves historical interpretation, and The Red Sea, where AI monitors marine ecosystems in real time to ensure there is no impact on the environment.
The Riyadh Declaration on AI and Tourism
One of the most anticipated outcomes of the meeting will be the Riyadh Declaration on AI and Tourism, a global framework that promotes ethical data use, transparency and fair access to digital tools. It will pave the way for a new era of collaboration between governments, private companies and innovators – anchored in sustainability, security and shared prosperity.
Saudi Arabia’s leadership in this area has already positioned the country as a crossroads for smart destination design and AI-led hospitality innovation, setting an example for other countries balancing technology and tradition.
A vision beyond 2030
The 26th General Meeting marks more than an anniversary; it represents a turning point for the industry. As tourism recovers, rebuilds and redefines itself post-pandemic, AI acts as a compass and catalyst.
Through its investments, partnerships and progressive governance, Saudi Arabia is showing how artificial intelligence can drive not only tourism growth, but also cultural understanding and environmental stewardship.
In the words of Mr. Fahd Hamidaddin, CEO of the Saudi Tourism Authority:
“The real power of AI in tourism is its ability to bring the world closer – through knowledge, efficiency and empathy. Technology should ultimately make travel more human.”
At Riyadh 2025, that philosophy takes flight and ushers in a new era of AI-powered tourism that combines intelligence with imagination and innovation with integrity.
