Tourism Ministry Signs MoU to Explore AI's Role in Advancing Saudi Tourism

 The Ministry of Tourism and Accenture Saudi Arabia Ltd Co. signed a memorandum of understanding (MoU) during the LEAP 2026 conference to leverage artificial intelligence (AI) and emerging technologies to boost operational efficiency, enhance sector capabilities, develop tourist destinations, and enrich visitor experiences across the Kingdom's tourism sector.
 The collaboration centers on four key pillars: developing AI-powered solutions, adopting emerging technologies, advancing research in responsible AI, and building smart tourism destinations and experiences. The partnership pairs the ministry's strategic oversight of the national tourism ecosystem with Accenture's advanced technical capabilities.
 Commenting on the agreement, Ministry of Tourism official spokesperson Nasr Al-Ansari stated: "Through this MoU, we will explore with Accenture how AI and emerging technologies can support the sector's priorities, from boosting operational efficiency and building capabilities to developing destinations and enriching visitor experiences, while anchoring its responsible use."
 Both parties will evaluate high-impact AI applications designed to drive efficiency, advance sustainability initiatives, ensure operational excellence, and elevate the visitor experience. Key technologies under review include generative AI, immersive digital experiences, smart mobility solutions, the Internet of Things (IoT), and advanced analytics.
 The scope of cooperation also features solutions such as smart visitor flow management, intelligent navigation and wayfinding tools, augmented- and virtual-reality-powered cultural experiences, and multilingual virtual assistants.
 Beyond technological tracks, the agreement provides for capacity building, knowledge transfer, and sector-wide awareness initiatives. It also outlines joint research efforts and policy recommendations focused on the responsible use and governance of AI in tourism. These measures are designed to strengthen the industry's readiness to adopt emerging technologies responsibly, turn innovation into tangible impact, and continually elevate the visitor experience across the Kingdom.