AI is reshaping how people plan and experience travel. From curated videos on Instagram Reels to booking engines that build entire itineraries in seconds, AI is becoming a powerful force in how journeys are imagined, booked, and lived. But this shift raises an important question: is AI giving travellers more freedom, or quietly steering their choices?

Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, believes AI can do both, speaking to AI News. In a wide-ranging conversation, he explained how AI is transforming travel discovery, personalisation, cultural exchange, and ethics—and why the industry must set clear guardrails as technology takes on a more active role.

AI as a travel companion

AI is changing how people discover destinations. Instead of generic travel lists, platforms now serve content that feels personal. “AI has turned travel discovery into a personal canvas,” Hamidaddin said. “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 just about convenience. By highlighting lesser-known destinations, AI can spread demand and ease pressure on crowded tourist spots. It can also introduce travellers to authentic local experiences that might otherwise remain hidden.

Hamidaddin sees the next phase as “agentic AI”—technology that doesn’t just make suggestions but takes action. He described a future where AI automatically rebooks flights disrupted by weather, adjusts itineraries, and reschedules reservations in real time. “That’s frictionless travel—where the logistics fade and the adventure takes centre stage,” he said.

AI personalisation vs. algorithmic influence in travel

AI-driven booking engines promise hyper-personalised recommendations, matching experiences to individual interests and budgets. This can make planning smoother and more inspiring, but it also comes with risks.

“They do both,” Hamidaddin said when asked whether AI empowers travellers or guides them without their knowledge. “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 balance between personalisation and privacy will shape the next era of travel. As AI systems collect vast amounts of personal data, travellers are more aware of how their preferences, clicks, and searches are used. Hamidaddin stressed that trust is the foundation.

“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 said. The solution, in his view, is “radical transparency: explicit consent, clear explanations, and real opt-in choices.”

Agentic AI, which can act on a traveller’s behalf, makes this even more important. If algorithms are booking, adjusting, or cancelling plans automatically, travellers need clear ways to control and understand these actions. “True innovation doesn’t just customise the journey; it safeguards the traveller’s confidence and autonomy,” he added.

Setting standards through TOURISE

Hamidaddin will lead discussions on these topics at the inaugural TOURISE Summit in Riyadh this November. He sees the summit as a chance to shape global standards for AI use in travel, not just showcase technology.

“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 said. His goals include creating a shared ethical framework for AI, encouraging partnerships to address privacy and workforce challenges, promoting sustainability, and training the global tourism workforce to thrive in an AI-driven industry.

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

Cultural exchange and economic growth

AI’s influence goes beyond logistics. It is also changing cultural exchange and economic development, particularly in Saudi Arabia. “AI is dissolving barriers—linguistic, cultural, and economic. It’s curating authentic connections that go beyond sightseeing into meaningful exchange,” Hamidaddin said.

He explained how Saudi Arabia is using AI to highlight cultural and historical treasures like AlUla and Diriyah, while supporting artisans, festivals, and small businesses. Agentic AI will help create smoother travel experiences that allow visitors to focus more on culture and less on planning.

“This isn’t just about more visitors; it’s about inclusive growth, mutual respect, and shared 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 Hamidaddin, the real impact is measured in “bonds between people.”

Ethical guardrails for AI in travel

As AI systems take on more responsibility, clear ethical standards become essential. Hamidaddin outlined several priorities: making AI usage clear to users, regularly auditing algorithms for bias, giving travellers control over their data, and designing systems that promote cultural diversity 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 said.

Innovation with ethics

The debate isn’t about whether to adopt AI, but how to do so responsibly. Hamidaddin argues that innovation should 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 said.

He believes governments, businesses, communities, and travellers must collaborate to agree on shared principles. Agentic AI makes this even more urgent, as decisions may increasingly be made by machines. “Our job is to ensure technology serves people, not the other way around,” he added.

A new era for travel

Hamidaddin is optimistic about what lies ahead. “What excites me most is that travel is becoming transformative again,” he said. He imagines a future where language barriers disappear, itineraries adapt in real time, and every trip supports local communities.

In Saudi Arabia, platforms like “Spirit of Saudi” are already using AI to showcase authentic experiences, from desert adventures to artisan workshops. The next step is agentic journeys, where AI travel companions handle logistics seamlessly, freeing travellers to focus on 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 said.

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

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

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