“Sara will embody Saudi’s future-forward approach to tourism,” the STA announced at the launch. The AI companion combines realistic artificial intelligence with cultural context and current data to deliver what the authority describes as “a uniquely immersive and highly personalised travel experience.”
The digital ambassador has been designed with a carefully crafted backstory as a young Saudi national who has extensively explored the country.
According to the STA, Sara can introduce visitors to hidden gems and create bespoke itineraries featuring authentic local experiences tailored to individual preferences.
The development process involved collaboration with local communities and cultural experts to ensure authenticity.
Sara utilises multilingual Generative AI technology to interact with visitors, proactively asking questions to make relevant suggestions and assist with travel planning across Saudi Arabia’s tourism ecosystem.
The system’s visual capabilities allow it to showcase Saudi attractions and diversity before visitors arrive, creating what the STA terms “an immediate visualisation” that distinguishes it from existing tourism AI tools.
Sara’s launch represents part of Saudi Arabia’s broader strategy to establish itself as a premier leisure destination through technological innovation.
TheAI companion is currently available in its beta version, with further developments expected as the system continues to evolve.
The German National Tourist Board also launched an AI ambassador recently called Emma.
by Olivia Palamountain | GLOBETRENDER