About UNWTO
UN Tourism is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.Activities by UNWTO
Artificial Intelligence Adoption in Tourism Key Considerations for Sector Stakeholders
Global Saudi Arabia
In an era of rapid technological advancement, artificial
intelligence (AI) has emerged as a revolutionary force,
reshaping industries and redefining human interactions
with technology. The tourism sector, known for its
dynamic nature and customer-centric focus, stands
at the forefront of this AI-driven transformation. From
personalized travel recommendations to automated hotel
services, AI is not just enhancing operational efficiency
but fundamentally altering the way travellers experience
their journeys.
This report delves into the multifaceted impact of AI on the
tourism sector and, in particular, the hospitality industry. It
aims to provide stakeholders – including industry leaders,
policymakers, technologists and academics – with a
thorough understanding of the current landscape, future
possibilities and critical considerations surrounding AI
adoption in this sector.
Subsequently, it provides key considerations at a general
scale and recommendations for specific stakeholders in
the tourism supply chain.
Given the current – and potential wide-range –
possibilities of AI, and the multi-stakeholder nature
of the tourism sector itself, it is important that the
implementation of AI in this sector follows a collaborative
and inclusive approach. To this end, the publication
includes a set of case studies provided by UN Tourism
Affiliate Members that reflect diverse applications of AI
in tourism, showcasing how various stakeholders can
benefit from and adopt AI-driven innovations.
AI Impact on tourism jobs & future of tourism with special focus on Saudi Arabia
Arab States Saudi ArabiaUnited KingdomIn collaboration with the Ministry of Tourism of the Kingdom of Saudi Arabia, this publication examines how artificial intelligence is reshaping tourism jobs, describing how automation, data intelligence and generative tools are changing tasks, skills and workforce structures in tourism. It highlights both risks and opportunities, showing where jobs may be displaced and where new AI-enabled roles will emerge. The report links these shifts to Saudi Arabia’s Vision 2030 priorities and provides strategic guidance for government, industry and educators to ensure workforce transformation remains human-centred, ethical and future-ready. The outcome is a clear roadmap for building a digitally capable tourism workforce and positioning Saudi Arabia as a leader in AI-integrated tourism.
Activity Type Research/Reports/AssessmentsUN Tourism - Awake Tourism Challenge
Africa, Europe and the Commonwealth of Independent States, Latin America and the Caribbean ArmeniaBrazilFranceGermanyNamibiaNetherlandsNorwayPanamaPortugalQatarRepublic of KoreaSingaporeSpainUnited StatesFollowing a careful evaluation process, 15 winners out of 2,000 participants from 120 countries were released. The majority of applications came from Africa, Europe and the Americas, and mainly from the Tourism Tech for Good and Local Community Involvement categories. Top reade-to-implement solutions have joined the UN Tourism Innovation Network and look forward to engaging projects all over the world.
Activity Type AI Tools/SolutionsPolicy/Regulatory GuidanceNetworks/Mentorship/ExchangeUN Tourism Women in Tech Startup Competition Middle East 2nd Edition
Arab States BahrainEgyptIraqJordanKuwaitLebanonOmanSaudi ArabiaUnited Arab Emirates
Countries across the Middle East continue to integrate innovation and women’s empowerment within their long-term economic development and tourism strategies. As more women across the region launch tech-driven ventures and propose solutions for sustainable tourism, they need access to support, visibility and investment opportunities. In this regard, the second edition of the Women in Tech Startup Competition offers a platform for pioneering entrepreneurs to bring forward sustainable and tech-enabled tourism solutions.
All the winning startups of this second edition deliver impactful, women-led technological solutions for tourism and adjacent sectors:
• Dosy (Egypt) delivering an innovative tourism-tech solution.
• BuzzAR (Saudi Arabia) offering augmented reality / technology solutions for tourism or travel experiences.
• Darent (Saudi Arabia) offering a tech-driven project in the hospitality / tourism ecosystem.
This competition closed with a total of 132 applicants from 11 countries in the Middle East.