SARA, New Saudi AI Smart Guide, Assists Tourists

Saudi Arabia has taken a significant step by launching its new AI-powered virtual tour guide, Sara. This beta launch is part of the Saudi Tourism Authority’s efforts to enhance visitors’ experience and modernize its tourism sector.

Introducing Sara

Sara is an AI virtual assistant that assists travelers exploring the Kingdom. Currently in its beta phase, it can answer visitors’ questions, provide personalized recommendations, and offer support across multiple languages. In addition, users can access it via digital platforms, making it a convenient travel companion.
Recently, the smart guide impressed attendees of the World Travel Market in London, where it was unveiled.

Sara’s core goal is to assist visitors with navigating Saudi Arabia’s diverse landscapes, from historical sites to modern attractions. Furthermore, it instantly responds to inquiries, helps tourists plan their itineraries, explore cultural insights, and manages their travel schedules seamlessly. By providing real-time assistance, the AI assistant helps tourists feel more confident while exploring new destinations.

Aligning with Vision 2030

The launch of Sara is a strategic move that aligns with the broader objectives of Vision 2030. As Saudi Arabia aims to position itself as a premier global tourist destination, integrating advanced technology is crucial. By leveraging AI, the Kingdom is not just modernizing its tourism sector but also setting new standards in digital tourism.

The STA’s introduction of this smart guide reflects Saudi Arabia’s commitment to investing in innovation. Moreover, by focusing on digital solutions, Saudi Arabia hopes to attract tech-savvy travelers and meet modern tourists’ growing expectations.

In recent years, Saudi Arabia has seen a substantial increase in the number of tourists, driven by its ambitious Vision 2030 goals. In 2023, the kingdom attracted 77 million local visitors and 27 million international visitors. By diversifying the economy and promoting tourism, it aims to attract 150 million visitors annually by the decade’s end.

In addition, the introduction of streamlined visa processes and new tourist attractions has already boosted tourism figures. Now, the Sara launch marks a new phase in the Kingdom’s strategy to enhance digital offerings and improve traveler experiences.

Plans for Sara

Though currently in beta, Sara is set to evolve rapidly based on user feedback and technological advancements. The STA plans to expand the guide’s capabilities by adding more languages, improving its AI responses, and integrating augmented reality (AR) features. Eventually, this could further enrich the visitor experience by providing immersive tours of cultural and historical sites.

The future vision for Sara includes broader integration with other Saudi digital services, such as hotel bookings, transportation, and ticketing for events. Soon, this would turn Sara into a one-stop solution for all travel-related needs, making it an indispensable companion for tourists in the Kingdom.

The beta launch of Sara has already generated excitement among tourism stakeholders. By combining AI capabilities with the Kingdom’s rich cultural offerings, Saudi Arabia is positioning itself as a leader in tech-enhanced tourism. As the STA continues to refine the virtual guide, it is expected to play a crucial role in attracting more visitors to the country.

Photo: Saudi Press Agency