How AI Is Transforming Travel: Freedom, Personalisation, and the Ethics of Choice

Artificial intelligence is redefining how people imagine, plan, and experience travel. From curated destination videos on social media to booking platforms that generate complete itineraries in seconds, AI now plays a central role in shaping modern journeys. But as travel becomes more personalised and automated, a critical question emerges: does AI truly empower travellers, or does it subtly guide their decisions behind the scenes?

According to Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority and President of the upcoming TOURISE Summit, the answer is both. In an interview with AI News, Hamidaddin outlined how AI is reshaping travel discovery, personalisation, cultural exchange, and ethics—and why clear guardrails are essential as AI becomes more autonomous.

AI as a Digital Travel Companion

AI has fundamentally changed how travellers discover destinations. Instead of generic “top 10” travel lists, users are now presented with content that feels uniquely tailored to their interests.

“AI has turned travel discovery into a personal canvas,” Hamidaddin explained. “Platforms like Instagram Reels no longer just suggest places—they curate journeys that feel designed for each individual.”

Beyond convenience, this shift has wider benefits. AI can spotlight lesser-known destinations, distribute tourism demand more evenly, and reduce overcrowding at popular hotspots. It can also surface authentic local experiences that travellers might otherwise never encounter.

Looking ahead, Hamidaddin sees the rise of agentic AI—systems that don’t just recommend options but actively take action. These tools could automatically rebook delayed flights, adjust itineraries due to weather, or reschedule reservations in real time.

“That’s frictionless travel,” he said. “The logistics disappear, and the experience takes centre stage.”

Personalisation vs. Algorithmic Influence

AI-powered booking platforms promise hyper-personalised travel experiences, aligning recommendations with a traveller’s preferences, budget, and even mood. While this can make planning more intuitive, it also introduces new risks.

“AI can empower travellers like never before,” Hamidaddin noted. “But without oversight, algorithms can quietly narrow horizons, nudging people toward predictable choices.”

This concern becomes more pressing with agentic AI, which may soon make decisions on travellers’ behalf. For Hamidaddin, transparency is essential:
“AI should be a compass, not a cage. Travellers must always have the final word.”

Trust, Data, and Transparency in AI Travel Tools

As AI systems rely on vast amounts of personal data, trust has become the foundation of future travel innovation. Travellers are increasingly aware of how their searches, clicks, and preferences are tracked and used.

“The era of hyper-personalisation must be built on trust,” Hamidaddin said. His solution is what he calls radical transparency: clear explanations of data use, explicit consent, and genuine opt-in choices.

With agentic AI executing bookings or changes automatically, travellers must also be able to understand, control, and override AI decisions. “True innovation doesn’t just customise journeys—it protects traveller autonomy,” he added.

Setting Global Standards at TOURISE

These issue took centre stage at the inaugural TOURISE Summit, held in November in Riyadh. Hamidaddin sees the summit as more than a technology showcase—it is a platform to define global standards for responsible AI in travel.

His goals include establishing shared ethical frameworks, addressing privacy and workforce challenges, promoting sustainability, and preparing the tourism workforce for an AI-driven future.

“TOURISE must set a new benchmark,” he said. “Innovation with integrity.”

Cultural Exchange, Tourism, and Economic Growth

AI’s impact extends far beyond trip planning. It is also reshaping cultural exchange and economic development, particularly in Saudi Arabia.

“AI is dissolving linguistic, cultural, and economic barriers,” Hamidaddin explained. “It enables deeper, more meaningful connections between visitors and local communities.”

Saudi Arabia is already using AI to highlight cultural destinations such as AlUla and Diriyah, while supporting artisans, festivals, and small businesses. Agentic AI will further simplify travel logistics, allowing visitors to focus on culture rather than coordination.

By 2030, AI is expected to contribute $135 billion to Saudi Arabia’s GDP, with tourism playing a major role. Yet Hamidaddin emphasises that the true value lies in human connection, not numbers alone.

Ethical Guardrails for the Future of AI Travel

As AI systems take on greater responsibility, ethical standards become non-negotiable. Hamidaddin highlights key priorities: transparency in AI usage, regular audits for bias, traveller control over personal data, and systems designed to promote inclusivity and cultural diversity.

“When AI acts on a traveller’s behalf, accountability becomes critical,” he said. “Agency must never replace autonomy.”

A New Era of Meaningful Travel

Despite the challenges, Hamidaddin remains optimistic. He believes AI has the potential to make travel transformative again—breaking language barriers, adapting itineraries in real time, and ensuring tourism benefits local communities.

In Saudi Arabia, platforms like Spirit of Saudi already use AI to showcase authentic experiences, from desert expeditions to artisan workshops. The next evolution is fully agentic journeys, where AI companions handle logistics seamlessly while travellers focus on discovery and connection.

“We’re not just shaping the future of tourism,” Hamidaddin concluded. “We’re creating a new era of global connection and shared prosperity.”