AI is redesigning the way people plan and travel. From curated videos on Instagram reels to booking engines that build an entire itinerary in seconds, AI is becoming a powerful force for travel imagination, booking and living ways. However, this shift raises important questions. Is AI giving travelers more freedom, or does it quietly manipulate their choices?
Fahd Hamidaddin, CEO of Saudi Arabia Tourism Board and president of the upcoming Tourise Summit, believes that AI can do both. AI News. In a wide range of conversations, he explained how AI is transforming travel discovery, personalization, cultural exchange and ethics, and why the industry must set clear guardrails as technology plays a more active role.
AI as a travel companion
AI is changing the way people discover destinations. Instead of a general travel list, the platform now offers personal content. “AI has transformed travel discoveries into personal canvas,” Hamidaddin said. “Platforms like the Instagram reels don’t just show “where to go.” They curate a journey that feels tailored to each traveler. ”
This shift is not just about convenience. By highlighting lesser known destinations, AI can broaden demand and ease pressure on busy tourist attractions. It can also be introduced to travelers to authentic local experiences that could otherwise remain hidden.
Hamidaddin considers the next stage as “agent AI.” This is a technique that not only makes proposals, but also takes action. He described the future in which AI automatically rebooks flights destroyed by weather, adjusts itinerary, and automatically rebook rescheduled bookings in real time. “It’s a frictionless trip. There’s a decline in logistics and there’s a staging centered around adventure,” he said.
Personalization of AI and the impact of algorithms on travel
AI-driven booking engines promise excessive personal recommendations and ensure that experiences match individual benefits and budgets. This makes planning smoother and more exciting, but also comes with risk.
“They do both,” Hamidaddin said when asked whether AI is empowering travelers or whether they will lead them without knowledge. “AI can enhance experiences comparable to passion, budget, and even moods to travelers like never before. But unchecked algorithms can quietly tune people to tune into predictable options. Words.”
Trust and transparency
The balance between personalization and privacy will shape the next era of travel. As AI systems collect vast amounts of personal data, travelers are better aware of how preferences, clicks, and searches are used. Hamidaddin emphasized that trust is the foundation.
“The age of hyper-personalization must be built on trust. Travelers know their data is powerful and it’s right to ask how it’s used,” he said. In his view, the solution is “radical transparency: explicit consent, clear explanation, and actual opt-in choice.”
Agent AI, which can act on behalf of travelers, makes this even more important. If the algorithm automatically book, adjust or cancel plans, travelers need a clear way to control and understand these actions. “True innovation is not just about customizing your journey, it protects travelers’ confidence and autonomy,” he added.
Set standard through tours
Hamidaddin will lead discussions on these topics at the first Tourise Summit held in Riyadh this November. He sees it as an opportunity to shape not only showcase technology but also the global standard for AI use in travel.
“The tour is designed to be more than an event. It is the world’s first platform where government, business and technology leaders unite to responsibly shape travel technology,” he said. 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.
“The tour needs to set a new benchmark: it’s innovation with integrity,” he said.
Cultural exchange and economic growth
The impact of AI is beyond logistics. In addition, changes in cultural exchange and economic development are also changing, especially in Saudi Arabia. “AI is resolving linguistically, culturally and economically barriers. It curates authentic connections that go beyond tourism and go for meaningful exchanges,” Hamidaddin said.
He explained that Saudi Arabia uses AI to highlight cultural and historic treasures such as Alula and Diriyah, while supporting artisans, festivals and small businesses. Agent AI helps create smoother travel experiences that allow visitors to focus more on culture and less on their plans.
“This isn’t just about visitors, it’s about inclusive growth, mutual respect and sharing of prosperity,” he said. By 2030, AI is expected to donate $135 billion to Saudi Arabia’s GDP, with tourism playing a central role. However, in the case of Hamidadin, the real impact is measured by the “bonds between people.”
AI Ethics Guardrails on Travel
As AI systems take more responsibility, clear ethical standards become essential. Hamidaddin outlined some priorities. It is a system that clarifies AI usage to users, regularly audits bias algorithms, helps travelers control their data, and promotes cultural diversity and accessibility.
“With agent AI, stakes rise. When AI acts on behalf of travelers, it needs to be transparent, accountable and accountable.
Innovation with ethics
The discussion is not about whether or not to adopt AI, but about how to do so responsibly. Hamidaddin argues that innovation should align with human values and environmental priorities. “It’s not about chasing all the shiny new tools. It’s about aligning innovation to human values and planetary needs,” he said.
He believes that governments, businesses, communities and travelers must work together to agree to the principles of sharing. Agent AI makes this even more urgent, as decisions can become more and more urgent by machines. “Our job is to ensure that technology serves people.
A new era for travel
Hamidaddin is optimistic about what lies ahead. “What excites me the most is that travel is becoming more transformative again,” he said. He imagines a future where language barriers disappear and itineraries adapt in real time, with every trip supporting the community.
In Saudi Arabia, platforms like “Spirit of Saudi” already use AI to showcase authentic experiences, from desert adventures to artisan workshops. The next step is the agent journey. There, AI travel companions seamlessly handle logistics, freeing travelers and focusing on discovery and connection.
“At Tourise, I don’t think we are simply shaping the future of tourism. We are igniting a new era of connections and shared prosperity around the world,” he said.
(Photo by photo. Cut)
See: AI causes reduced brain activity in users – MIT
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