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Artificial intelligence is rapidly reshaping the travel landscape, offering personalized experiences and efficient booking solutions. However, the industry grapples with a key question: is AI empowering travelers with greater freedom or subtly influencing their decisions? Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority, suggests it’s a blend of both.

AI enhances travel discovery by curating personalized content, showcasing off-the-beaten-path destinations, and promoting authentic local experiences. The evolution to “agentic AI” promises automated flight rebooking, itinerary adjustments, and real-time reservation management, streamlining the travel process.

While AI-powered booking engines deliver tailored recommendations, concerns arise about potential limitations in choice. Hamidaddin underscores the necessity of transparency and accountability in AI systems. As AI collects and analyzes personal data, travelers are increasingly aware of how their preferences shape recommendations. Building trust through radical transparency, explicit consent, and clear opt-in options is paramount.

Establishing ethical guidelines for AI in travel is vital. This includes clear user communication, regular algorithm audits, traveler data control, and systems that champion cultural diversity and accessibility. It’s crucial that innovation aligns with human values and environmental sustainability.

Saudi Arabia anticipates AI to contribute $135 billion to its GDP by 2030, with tourism as a major driver. Platforms leverage AI to highlight authentic cultural experiences, while agentic journeys aim to handle logistics seamlessly, enabling travelers to focus on exploration and connection.