Tourism Ministry Signs AI Deal at LEAP 2026

The Ministry of Tourism signed a memorandum of understanding in Riyadh on 1 September 2026, during the LEAP 2026 conference, to explore the use of artificial intelligence and emerging technologies in developing the Kingdom's tourism sector.

The collaboration focuses on several pillars, including developing AI-powered solutions for tourism operations and services, and adopting emerging technologies such as generative AI, immersive digital experiences, smart mobility, the Internet of Things, and advanced analytics. It also aims to advance research in responsible AI and governance frameworks, and to build smart tourism destinations that enrich visitor journeys.

The agreement targets clear outcomes: boosting operational efficiency across tourism entities, strengthening sector skills through capacity building and knowledge transfer, upgrading destinations using smart data-driven tools, and enriching the visitor experience through personalized, AI-enabled services.

What visitors could see

Practical applications under the memorandum include smart visitor flow management to optimize movement at sites and events, intelligent navigation and wayfinding tools such as digital guides and smart maps, augmented and virtual reality experiences at heritage and cultural locations, and multilingual virtual assistants that support visitors in several languages.

The scope reaches beyond technology to include joint training programs for the tourism workforce, knowledge transfer initiatives, sector-wide awareness on responsible AI use, and joint research and policy recommendations on AI governance in tourism.

The memorandum complements the AI Tourism Vision launched by the Ministry of Tourism in 2026 to embed AI across the sector, elevate traveler experiences, support investors and enterprises, and cultivate local expertise. The vision includes the TourismX platform as a digital backbone for tourism, and the beta Saudi MT App with an AI assistant named "Noura" offering consolidated ministry services for investors, operators, and tour guides. For residents and visitors across Riyadh, Jeddah, and beyond, the move signals smoother, more personalized journeys at the Kingdom's growing list of destinations.

---

Stay updated with the latest news, events, sports updates, business insights, real estate and lifestyle stories on Saudi Living — the leading online platform for residents, expats, and visitors in Saudi Arabia.

Follow Saudi Living for daily updates:

• Instagram - @saudiliving
• X - @saudiliving
• Facebook - @saudiliving
• YouTube - @saudiliving