Saudi Arabia is taking the lead in redefining global tourism, and the launch of the Agentic Tourism Initiative from Riyadh is proof that the Kingdom isn’t just building destinations, it’s shaping the future of intelligent travel.
“True leadership comes not just from building world-class destinations, but from pioneering the frameworks and standards that will govern the future of AI-powered tourism,” says Federico Pienovi, CEO of MEAN & APAC at Globant.
By unveiling the Agentic Tourism initiative from Riyadh, Saudi Arabia positions itself as the intellectual capital for next-generation travel, blending cutting-edge AI with human-centered hospitality. With Globant’s Middle East headquarters in Riyadh driving digital solutions, the city has become a hub where innovation meets the art of travel, reinforcing Vision 2030 goals for global leadership and sustainability.
A powerful collaboration
The Agentic Tourism Initiative is a collaboration between TOURISE and Globant, combining deep knowledge of Saudi tourism goals with advanced expertise in digital ecosystems.
“The tourism industry is at a crossroads: destinations must evolve with AI or risk fragmented experiences and dissatisfied travelers,” Pienovi explains. “Our shared vision is to democratize advanced AI across the tourism ecosystem while keeping innovation human-centered.”
What is Agentic Tourism?
Agentic Tourism transforms travel from reactive to proactive. Autonomous AI agents work behind the scenes to orchestrate seamless journeys. Imagine a perfect day that adapts to weather, crowd levels, and your personal preferences without you lifting a finger.
Five AI agent archetypes make this possible:
- Experience Maximizer: Adapts itineraries in real-time and manages disruptions
- Operations Optimizer: Ensures staff, resources, and services run smoothly
- Regeneration Guardian: Promotes sustainable travel choices
- Wellness Agent: Supports health and safety with contextual data
- Opportunity Connector: Links visitors to local experiences and businesses
“Travelers get effortless, personalized experiences, operators focus on creating meaningful connections, and destinations achieve unprecedented efficiency,” says Pienovi.
A Unified AI Ecosystem
The initiative brings together Red Sea Global, Riyadh Air, AWS, Salesforce, and Trip.com to create a seamless, scalable model for AI-powered tourism. Red Sea Global acts as a testing ground for regenerative luxury tourism, Riyadh Air integrates travel logistics, AWS provides cloud infrastructure, Salesforce enables advanced customer relationship management, and Trip.com covers global distribution and bookings.
“This unified approach ensures travelers enjoy a cohesive experience across platforms, whether booking a flight, reserving a stay, or exploring local activities,” Pienovi notes.
Driving Vision 2030
Agentic Tourism isn’t just about technology, it’s a key pillar of Saudi Arabia’s Vision 2030. The initiative drives digital transformation, fosters local innovation, promotes sustainable tourism, and creates economic opportunities for communities.
“The Opportunity Connector agent shows how AI can amplify local economies by linking visitors to businesses and cultural experiences,” Pienovi explains. “This ensures tourism growth benefits local communities while preserving cultural authenticity.”
By combining advanced AI with human-centered design, Saudi Arabia is setting the global standard for intelligent, sustainable, and deeply personalized travel experiences.
“Saudi Arabia is not just participating in tourism innovation, it is leading the conversation,” says Pienovi. “We are creating a framework for the future of travel that the world will look to for inspiration.”
For more information, visit globant.com.
