From Saudi Arabia to the UAE and Qatar, technology events in February 2025 all had one common theme, the meteoric rise of AI agents. Nowhere is this technology having such an impact as on the travel and hospitality industries.

Marriott Bonvoy’s 2025 Ticket to Travel report said more than two-thirds of consumers (67%) in Saudi Arabia and the UAE have used AI to help plan or research a holiday. This is well above the EMEA average of 41%.

Airlines, tourism boards, hotels and tour operators are all looking to cash in on the AI agent opportunity, with the technology improving leaps and bounds on a seemingly daily basis.

In February 2025 during the LEAP 2025 conference, the Saudi Tourism Authority (STA) launched Sara, a smart tour guide to enrich the experience of visitors to the kingdom.

STA said Sara offers an interactive experience, using the latest AI coupled with authentic Saudi culture in several major languages. The initiative is part of STA’s efforts to leverage technology to promote tourism and enhance local experiences.

In January 2025, global travel intelligence platform Mabrian launched AILA, a virtual assistant powered by AI that can boost productivity for destination and tourism company managers. 

AILA is the first Gen AI tool in travel and tourism designed for the B2B market and can respond in real time to questions relating to travel data and intelligence.

Web Summit Qatar in February 2025 saw the release of an updated version of Sama, the AI cabin crew from Qatar Airways. Originally designed to provide information on flights and itineraries, Sama can now help travellers with bookings.

Sama interacts with travellers through voice and chat via the Qatar Airways app and website, then curates a tailored itinerary based on customer preferences. The airline also showcased the latest version of Dream Destination – The Pulse, which can interpret customer emotions to suggest holiday destinations.

Unsurprisingly, AI will be a focus of this year’s Arabian Travel Market (ATM), which takes place at Dubai World Trade Centre (DWTC) in the UAE from 28 April to 1 May 2025.

Travel technology exhibitors at ATM are up 25% on last year, reflecting the impact technology like AI is having on the industry.