At this week’s World Travel Market Exhibition in London, Saudi Arabia introduced SARA, a groundbreaking AI-driven travel assistant aimed at transforming how tourists engage with the country’s attractions. Displayed in the Visit Saudi pavilion, SARA, still in her beta phase, wowed attendees with her knowledge of Saudi Arabia's rich history, diverse cultures, and iconic tourist destinations.

SARA’s primary goal is to make travel planning for Saudi Arabia easier and more personalized. With an impressive grasp of regional details and historical insights, she crafts tailored recommendations that speak directly to each visitor's interests. Powered by advanced generative AI technology, her conversational style flows naturally, making interactions engaging and informative. As more than just a source of facts, SARA enriches the travel planning experience with her deep contextual understanding and adaptive responses.

A Unique Role in Tourism Innovation

Setting a new precedent, SARA is the first digital human travel assistant crafted by a national tourism authority. Unlike traditional AI chatbots, she offers a much more immersive and lifelike experience, capable of recognizing nuanced traveler preferences and learning from each interaction to provide increasingly personalized guidance.

Designed with cutting-edge AI and cultural intelligence, SARA can deliver consistently accurate, up-to-date insights and recommendations. Her integration across Saudi Arabia’s tourism infrastructure makes her an invaluable guide for tourists, streamlining their travel journey from the moment they start planning to their on-the-ground adventures.

A Friendly Face of Saudi Culture

SARA’s persona goes beyond data; she embodies the warmth and hospitality of Saudi culture. Portrayed as a young Saudi woman, SARA has her own “story,” which includes exploring famous landmarks and lesser-known gems across the country. She’s well-versed in experiences ranging from the historic marvels of AlUla to the bustling souks of Jeddah, giving her the ability to recommend itineraries that reflect authentic Saudi experiences.

Her development involved local communities and cultural advisors to ensure that her interactions capture the true essence of Saudi hospitality. By incorporating user feedback into her ongoing development, SARA continuously evolves to meet the diverse needs of international visitors, bridging cultures and bringing Saudi Arabia’s vibrant history to life in a way that both informs and inspires travelers.