How AI is changing the way we travel

AI is reshaping how individuals plan and expertise travel. From curated movies on Instagram Reels to reserving engines that construct total itineraries in seconds, AI is changing into a strong drive 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, chatting with AI News. In a wide-ranging dialog, he defined how AI is reworking travel discovery, personalisation, cultural alternate, and ethics—and why the business should set clear guardrails as expertise takes on a extra energetic function.

AI as a travel companion

AI is changing how individuals uncover locations. Instead of generic travel lists, platforms now serve content material that feels private. “AI has turned travel discovery into a private canvas,” Hamidaddin stated. “Platforms like Instagram Reels not simply present ‘the place to go’; they curate journeys that really feel tailored for every traveller.”

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

Hamidaddin sees the subsequent section as “agentic AI”—expertise that doesn’t simply make options 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—the place the logistics fade and the journey takes centre stage,” he stated.

AI personalisation vs. algorithmic affect in travel

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

“They do each,” Hamidaddin stated when requested whether or not AI empowers travellers or guides them with out their data. “AI can empower travellers like by no means earlier than—matching experiences to passions, budgets, and even moods. But unchecked, algorithms can quietly slim horizons, nudging individuals towards predictable choices. This threat solely will increase with agentic AI, which can make choices on travellers’ behalf. That’s why transparency and accountability are non-negotiable. AI must be a compass, not a cage, and travellers should all the time maintain the closing phrase.”

Trust and transparency

The stability between personalisation and privateness will form the subsequent period of travel. As AI programs gather huge quantities of private knowledge, travellers are extra conscious of how their preferences, clicks, and searches are used. Hamidaddin burdened that belief is the basis.

“The period of hyper-personalisation should be constructed on belief. Travellers know their knowledge is highly effective, and so they’re proper to ask the way it’s getting used,” he stated. The resolution, in his view, is “radical transparency: express consent, clear explanations, and actual opt-in decisions.”

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 regulate and perceive these actions. “True innovation doesn’t simply customise the journey; it safeguards the traveller’s confidence and autonomy,” he added.

Setting requirements via TOURISE

Hamidaddin will lead discussions on these matters at the inaugural TOURISE Summit in Riyadh this November. He sees the summit as an opportunity to form international requirements for AI use in travel, not simply showcase expertise.

“The TOURISE is designed to be greater than an occasion—it’s the world’s first platform the place authorities, enterprise, and expertise leaders unite to form travel tech responsibly,” he stated. His targets embody making a shared moral framework for AI, encouraging partnerships to deal with privateness and workforce challenges, selling sustainability, and coaching the international tourism workforce to thrive in an AI-driven business.

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

Cultural alternate and financial development

AI’s affect goes past logistics. It is additionally changing cultural alternate and financial growth, notably in Saudi Arabia. “AI is dissolving boundaries—linguistic, cultural, and financial. It’s curating genuine connections that transcend sightseeing into significant alternate,” 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 travel experiences that permit guests to focus extra on tradition and fewer on planning.

“This isn’t nearly extra guests; it’s about inclusive development, mutual respect, and shared prosperity,” he stated. By 2030, AI is anticipated to contribute $135 billion to Saudi Arabia’s GDP, with tourism enjoying a central function. But for Hamidaddin, the actual affect is measured in “bonds between individuals.”

Ethical guardrails for AI in travel

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

“With agentic AI, the stakes rise: when an AI acts on a traveller’s behalf, we should guarantee transparency, explainability, and accountability. Agency mustn’t ever substitute 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 each shiny new instrument; it’s about aligning innovation with human values and planetary wants,” 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 make sure expertise serves individuals, not the different way round,” he added.

A brand new period for travel

Hamidaddin is optimistic about what lies forward. “What excites me most is that travel is changing into transformative once more,” 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 travel companions deal with logistics seamlessly, liberating travellers to give attention to discovery and connection.

“At TOURISE, I imagine we’re not merely shaping tourism’s future—we’re igniting a brand new period of connection and shared prosperity throughout the globe,” he stated.

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

See additionally: AI causes reduction in users’ brain activity – MIT

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