Saudi Arabia’s Ministry of Tourism and Accenture Saudi Arabia have signed a memorandum of understanding (MoU) at the LEAP 2026 conference to explore artificial intelligence (AI) and emerging technologies aimed at transforming the Kingdom’s tourism sector.

The partnership will focus on four key areas: developing AI-powered solutions, adopting emerging technologies, advancing responsible AI research, and creating smart tourism destinations and experiences.

Under the agreement, both parties will assess high-impact applications of generative AI, immersive digital experiences, smart mobility, Internet of Things (IoT) solutions and advanced analytics.

Potential applications include smart visitor-flow management, intelligent navigation systems, augmented and virtual reality cultural experiences, and multilingual virtual assistants.

The collaboration combines the ministry’s strategic oversight of Saudi Arabia’s tourism ecosystem with Accenture’s technology expertise.

The partners will also explore solutions to improve operational efficiency, support sustainability and enhance visitor experiences.

Beyond technology deployment, the MoU includes capacity-building programmes, knowledge transfer and sector-wide awareness initiatives. Joint research and policy recommendations will also address responsible AI use and governance in tourism.

The partnership aims to strengthen the sector’s readiness to adopt emerging technologies while converting innovation into measurable improvements across Saudi Arabia’s growing tourism industry.

Nasr Al-Ansari, Ministry of Tourism official spokesperson, 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." -TradeArabia News Service