The Saudi Tourism Authority (STA) has launched the beta version of SARA, an artificial intelligence (AI)-powered smart guide for Saudi tourism.
According to the statement, SARA captivated visitors with her extensive information and engaging stories about destinations, sites, and tourist experiences, interacting directly with guests at the “Visit Saudi” pavilion during the World Travel Market (WTM) exhibition in London.
This initiative aligns with the Saudi Tourism Authority’s commitment to advancing digital tourism, adopting cutting-edge AI technology to attract global visitors and enrich their travel experience in the Kingdom.
SARA represents the Kingdom of Saudi Arabia’s progressive approach to smart tourism, leveraging the latest AI technologies to respond to questions, understand visitor needs, and offer personalized information and suggestions in a natural and seamless conversational style.
“Designed as a young Saudi woman, SARA is depicted as a travel enthusiast deeply knowledgeable about her country. She shares insights on Saudi Arabia’s unique tourist destinations, historical landmarks, archaeological sites, cultural diversity, and international events—everything a traveler might need to know,” as per the statement.
World Travel Market
World Travel Market is an annual conference that brings together industry leaders from around the globe to share insights and ideas.
WTM offers a unique platform for travel professionals to connect, learn about the latest trends and innovations, and explore new business opportunities. The event also provides an opportunity for companies to showcase their products and services to a global audience of potential customers.
