How AI is altering the best way we journey

AI is reshaping how folks plan and expertise journey. From curated movies on Instagram Reels to reserving engines that construct total itineraries in seconds, AI is changing into a robust power in how journeys are imagined, booked, and lived. But this shift raises an necessary query: is AI giving travellers extra freedom, or quietly steering their decisions?

Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, believes AI can do each, talking to AI News. In a wide-ranging dialog, he defined how AI is remodeling journey discovery, personalisation, cultural trade, and ethics—and why the trade should set clear guardrails as know-how takes on a extra energetic function.

AI as a journey companion

AI is altering how folks uncover locations. Instead of generic journey lists, platforms now serve content material that feels private. “AI has turned travel discovery into a personal canvas,” Hamidaddin stated. “Platforms like Instagram Reels no longer just show ‘where to go’; they curate journeys that feel tailor-made for each traveller.”

This shift is not only about comfort. By highlighting lesser-known locations, AI can unfold demand and ease strain on crowded vacationer spots. It may introduce travellers to genuine native experiences which may in any other case stay hidden.

Hamidaddin sees the following part as “agentic AI”—know-how that doesn’t simply make ideas however takes motion. He described a future the place AI routinely rebooks flights disrupted by climate, adjusts itineraries, and reschedules reservations in actual time. “That’s frictionless travel—where the logistics fade and the adventure takes centre stage,” he stated.

AI personalisation vs. algorithmic affect in journey

AI-driven reserving engines promise hyper-personalised suggestions, matching experiences to particular person pursuits and budgets. This could make planning smoother and extra inspiring, nevertheless it additionally comes with dangers.

“They do both,” Hamidaddin stated when requested whether or not AI empowers travellers or guides them with out their data. “AI can empower travellers like never before—matching experiences to passions, budgets, and even moods. But unchecked, algorithms can quietly narrow horizons, nudging people toward predictable options. This risk only increases with agentic AI, which will make decisions on travellers’ behalf. That’s why transparency and accountability are non-negotiable. AI should be a compass, not a cage, and travellers must always hold the final word.”

Trust and transparency

The steadiness between personalisation and privateness will form the following period of journey. As AI techniques acquire huge quantities of private information, travellers are extra conscious of how their preferences, clicks, and searches are used. Hamidaddin careworn that belief is the inspiration.

“The era of hyper-personalisation must be built on trust. Travellers know their data is powerful, and they’re right to ask how it’s being used,” he stated. The answer, in his view, is “radical transparency: explicit consent, clear explanations, and real opt-in choices.”

Agentic AI, which might act on a traveller’s behalf, makes this much more necessary. If algorithms are reserving, adjusting, or cancelling plans routinely, travellers want clear methods to manage and perceive these actions. “True innovation doesn’t just customise the journey; it safeguards the traveller’s confidence and autonomy,” he added.

Setting requirements by TOURISE

Hamidaddin will lead discussions on these matters on the inaugural TOURISE Summit in Riyadh this November. He sees the summit as an opportunity to form world requirements for AI use in journey, not simply showcase know-how.

“The TOURISE is designed to be more than an event—it’s the world’s first platform where government, business, and technology leaders unite to shape travel tech responsibly,” he stated. His targets embody making a shared moral framework for AI, encouraging partnerships to handle privateness and workforce challenges, selling sustainability, and coaching the worldwide tourism workforce to thrive in an AI-driven trade.

“TOURISE must set a new benchmark: innovation with integrity,” he stated.

Cultural trade and financial progress

AI’s affect goes past logistics. It can also be altering cultural trade and financial improvement, significantly in Saudi Arabia. “AI is dissolving barriers—linguistic, cultural, and economic. It’s curating authentic connections that go beyond sightseeing into meaningful exchange,” Hamidaddin stated.

He defined how Saudi Arabia is utilizing AI to focus on cultural and historic treasures like AlUla and Diriyah, whereas supporting artisans, festivals, and small companies. Agentic AI will assist create smoother journey experiences that permit guests to focus extra on tradition and fewer on planning.

“This isn’t just about more visitors; it’s about inclusive growth, mutual respect, and shared prosperity,” he stated. By 2030, AI is predicted to contribute $135 billion to Saudi Arabia’s GDP, with tourism taking part in a central function. But for Hamidaddin, the actual impression is measured in “bonds between people.”

Ethical guardrails for AI in journey

As AI techniques tackle extra accountability, clear moral requirements develop into important. Hamidaddin outlined a number of priorities: making AI utilization clear to customers, often auditing algorithms for bias, giving travellers management over their information, and designing techniques that promote cultural variety and accessibility.

“With agentic AI, the stakes rise: when an AI acts on a traveller’s behalf, we must ensure transparency, explainability, and accountability. Agency must never replace autonomy,” he stated.

Innovation with ethics

The debate isn’t about whether or not to undertake AI, however how to take action responsibly. Hamidaddin argues that innovation ought to align with human values and environmental priorities. “It’s not about chasing every shiny new tool; it’s about aligning innovation with human values and planetary needs,” he stated.

He believes governments, companies, communities, and travellers should collaborate to agree on shared rules. Agentic AI makes this much more pressing, as choices could more and more be made by machines. “Our job is to ensure technology serves people, not the other way around,” he added.

A brand new period for journey

Hamidaddin is optimistic about what lies forward. “What excites me most is that travel is becoming transformative again,” he stated. He imagines a future the place language boundaries disappear, itineraries adapt in actual time, and each journey helps native communities.

In Saudi Arabia, platforms like “Spirit of Saudi” are already utilizing AI to showcase genuine experiences, from desert adventures to artisan workshops. The subsequent step is agentic journeys, the place AI journey companions deal with logistics seamlessly, releasing travellers to give attention to discovery and connection.

“At TOURISE, I believe we’re not simply shaping tourism’s future—we’re igniting a new era of connection and shared prosperity across the globe,” he stated.

(Photo by S O C I A L . C U T)

See additionally: AI causes discount in customers’ mind exercise – MIT

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