Riyadh, February 13, 2025 – As part of its participation in the highly anticipated LEAP 2025 conference, the Saudi Tourism Authority has unveiled its latest innovative digital product, “Sara,” a smart tour guide designed to elevate the experience of tourists visiting the Kingdom. Sara, launched through the “Spirit of Saudi Arabia” platform, integrates advanced artificial intelligence (AI) technologies with the rich and diverse culture of Saudi Arabia to provide an interactive and personalized experience for travelers.
Sara is designed to be an indispensable tool for tourists, offering smart recommendations and detailed information tailored to enhance every aspect of their journey across the Kingdom. With the ability to communicate in several major languages, the smart tour guide ensures a seamless and accessible experience for international visitors. Whether exploring historical sites, experiencing local traditions, or navigating modern attractions, Sara serves as a knowledgeable companion, guiding tourists with ease and accuracy.
This initiative by the Saudi Tourism Authority aligns with the country’s broader efforts to harness cutting-edge technologies to revolutionize the tourism sector. By integrating AI with authentic Saudi cultural insights, Sara contributes to the Kingdom’s goal of promoting tourism while enhancing the local visitor experience. The introduction of such innovative digital solutions also underscores the Authority’s commitment to positioning Saudi Arabia as a global leader in smart tourism, a key aspect of the nation’s Vision 2030 objectives.
The launch of Sara is not only a technological milestone but also a strategic move to boost tourism spending, attract investment, and empower entrepreneurs within the sector. By enhancing the travel experience and offering tailored services, the smart tour guide supports the Kingdom's ambitious plans to increase tourism-related revenue, contribute to economic growth, and diversify its sources of income. In doing so, Sara plays an integral role in strengthening Saudi Arabia's position as a top-tier global tourism destination, fully embracing the future of smart travel and digital innovation.
