Saudi Tourism Authority Unveils AI Smart Guide “SARA” for Saudi Travelers

The Saudi Tourism Authority has launched “SARA,” an advanced AI-powered guide created to improve tourism experiences in Saudi Arabia. Currently in its beta phase, SARA was introduced at the “Visit Saudi” pavilion during the World Travel Market (WTM) exhibition in London, which concluded yesterday.

What is SARA?

SARA is a virtual travel guide designed to provide visitors with helpful information, engaging stories, and personalized travel recommendations. Using artificial intelligence, she interacts in real time to answer questions, suggest top destinations, and deliver tailored advice, making each journey unique.

Your Friendly Local Guide

SARA feels like a knowledgeable local friend. Represented as a young Saudi woman, she’s passionate about sharing her country’s culture and history. Whether discussing historical landmarks or highlighting vibrant cultural events, SARA makes exploring Saudi Arabia easy and enjoyable.

Advancing Tourism with AI

The Saudi Tourism Authority aims to position Saudi Arabia as a leading tourist destination through SARA. By adopting cutting-edge AI, they seek to attract global visitors and create memorable experiences for each traveler.