AI is reshaping the way people plan and experience travel. From hand-picked videos on Instagram Reels to booking engines that create an entire itinerary in seconds, AI is becoming a powerful force in the way you imagine, book and live your journey. However, this change raises important questions. Will AI give travelers more freedom, or will it quietly guide travelers’ choices?
Fahad Hamidaddin, founding CEO of the Saudi Tourism Board and chairman of the upcoming TOURISE summit, told AI News he believes that AI can do both. In a broader conversation, he explained how AI is transforming travel discovery, personalization, cultural exchange and ethics, and why the industry needs to set clear guardrails as technology takes on a more active role.
AI as a travel companion
AI is changing the way people find destinations. Instead of a general travel list, the platform is currently offering personal content. “AI has transformed travel discoveries into a personal canvas,” says Hamidadin. “Platforms like Instagram Reels no longer show us ‘where to go’, they also curate journeys that feel tailored to each traveler.”
This change is not merely about convenience. AI can spread demand by highlighting lesser known destinations and reduce pressure on busy tourist destinations. You can also show travelers authentic local experiences that may remain hidden.
Hamidadin believes the next step is “agent AI,” a technology that takes action, not just making proposals. He explained the future in which AI automatically rebooks flights that are disrupted by weather, adjusts itinerary, and reschedule bookings in real time. “It’s a frictionless trip. There’s no logistics and adventure will be the star of the show,” he said.
The impact of algorithms on AI personalization and travel
The AI-powered booking engine promises highly personalized recommendations that provide an experience tailored to your personal interests and budget. This will make your planning smoother and more exciting, but also involve risk.
When asked whether AI empowers travelers or guides travelers without the travelers knowing, Hamidaddin replied, “They do both.” “AI can empower travelers more than ever before, matching experiences with passion, budget, and even mood. However, if not checked, algorithms can quietly narrow their vision and lead people to predictable options. This risk is only increased by agent-based AI, who makes decisions on behalf of travelers. That’s why transparency and accountability are unnegotiable. AI should be a compass, not a cage, and travelers must always have the final say.” “
Trust and transparency
The balance of personalization and privacy will shape the next era of travel. As AI systems collect vast amounts of personal data, travelers become more aware of their preferences, how 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. He says the solution is “default on transparency: explicit consent, clear explanation, and actual opt-in choice.”
This becomes even more important with agent AI that can act on behalf of travelers. If the algorithm automatically book, adjust, or cancel plans, then travelers need a clear way to control and understand these actions. “True innovation doesn’t just customize the journey, it protects the confidence and autonomy of travelers,” he added.
Setting standards through TOURISE
Hamidaddin will lead discussions on these topics at the first TOURISE summit in Riyadh this November. He sees the summit as an opportunity to not only showcase technology, but also form a global standard for AI use in travel.
“Tourise is designed to be more than just an event, and is the world’s first platform where government, business and technology leaders can unite and responsibly shape travel technology,” he said. His goals include creating a shared ethics framework for AI, encouraging partnerships to address privacy and workforce challenges, promoting sustainability, and training the global tourism workforce to succeed in AI-driven industries.
“TOURISE must set a new standard of innovation with integrity,” he said.
Cultural exchange and economic growth
The impact of AI is not limited to logistics. Cultural exchanges and economic development are also changing, especially in Saudi Arabia. “AI is beginning to eliminate barriers such as language, culture, and economics. AI curates true connections that lead to meaningful interactions beyond tourism,” Hamidaddin said.
He explained how Saudi Arabia is using AI to highlight cultural and historical treasures such as Alula and Diriyah, supporting artisans, festivals and small businesses. Agentic AI helps create smoother travel experiences that allow visitors to focus on culture rather than planning.
“This does not simply mean an increase in tourists, it means comprehensive growth, mutual respect and sharing of prosperity,” he said. By 2030, AI is expected to contribute $135 billion to Saudi Arabia’s GDP, with tourism playing a central role. But for Hamidadin, real influence is measured by the “bonds between people.”
AI’s ethical guardrail in travel
As AI systems become more responsible, clear ethical standards become essential. Hamidadin outlined several priorities, including clarifying AI usage to users, regularly auditing algorithm bias, enabling travelers to manage data, and designing systems that promote cultural diversity and accessibility.
“Agent AI increases risk. When AI acts on behalf of travelers, transparency, accountability and accountability must be ensured. Agents should not replace autonomy,” he said.
Innovation with ethics
The discussion is not about whether AI is introduced or not, but about how to implement it responsibly. Hamidadin argues that innovation should align with human values
He believes that governments, businesses, communities and travelers need to work together to agree to common principles. With Agent-Tick AI, this is even more urgency as decisions are more likely to be made by machines. “Our job is to make sure technology serves people, not the other way around,” he added.
A new era of travel
Hamidadin is optimistic about what will happen next. “What’s most exciting is that travel is changing again,” he said. He imagines a future in which language barriers are removed, itineraries are adapted in real time, and every trip will support local communities.
In Saudi Arabia, platforms like the Spirit of Saudi Arabia are already using AI to showcase authentic experiences, from desert adventures to artisan workshops. The next step is agent trips. AI travel companions seamlessly handle logistics, allowing travelers to focus on discovery and connection.
“I believe that at TOURISE we are not just shaping the future of tourism, but also sparking a new era of shared connections and prosperity around the world,” he said.
(Photo courtesy of SOCIAL.CUT)
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