Sara: Saudi’s Revolutionary Smart Tour Guide Enriches Tourist Journeys
The Saudi Tourism Authority (STA) launched “Sara”, an AI-powered smart tour guide, during its participation in the LEAP 2025 tech conference. This innovative tool, accessible via the “Spirit of Saudi Arabia” platform, aims to transform tourist experiences through cutting-edge technology and cultural immersion.
A Digital Ambassador with Cultural Roots
Sara combines generative AI with Saudi heritage, offering real-time guidance in multiple languages. Designed as a young Saudi woman passionate about travel, she shares stories about historical sites like AlUla and Diriyah, blending tech with tradition.
Tourists receive personalized itineraries, event recommendations, and answers to cultural queries. Sara’s beta version debuted at London’s World Travel Market 2024, impressing visitors with her conversational tone and deep local knowledge.
Vision 2030: A Tourism Transformation
The initiative aligns with Saudi Vision 2030 goals to diversify the economy and attract 150 million annual visitors by 2030. By integrating AI, STA aims to boost tourism revenue, support entrepreneurs, and enhance GDP growth.
Sara’s launch follows Saudi Arabia’s recent tourism surge, which saw 100 million visitors in 2023, driven by streamlined visas and new attractions. The guide’s future updates include augmented reality (AR) features and expanded language options to cater to global audiences.
Why Sara Stands Out
Real-Time Assistance: Instant responses to travel inquiries and dynamic itinerary adjustments.
Cultural Storytelling: Engaging narratives about Saudi heritage, from ancient ruins to modern festivals.
Smart Integration: Plans to link Sara with hotel bookings, transportation, and event ticketing.
STA’s investment in Sara underscores Saudi Arabia’s ambition to lead in digital tourism innovation. Industry experts praise her human-centered design, which fosters authentic connections with travelers.
As Sara evolves, she will refine her AI based on user feedback, ensuring seamless, stress-free journeys. This digital leap positions Saudi Arabia as a top destination for tech-savvy explorers seeking both tradition and innovation.
Explore Saudi Arabia with Sara—where AI meets Arabian hospitality.
