Global AI Standards for Travel Industry

The travel industry is about to get its first global forum dedicated entirely to AI governance, and it's coming from an unexpected source.

Fahd Hamidaddin, Founding CEO of the Saudi Tourism Authority, announced plans for the inaugural TOURISE Summit in Riyadh this November. The event aims to establish shared ethical standards for AI use in travel—a sector that's rapidly shifting from recommendation algorithms to what Hamidaddin calls "agentic AI" systems that make decisions on behalf of travelers.

From Suggestions to Actions: The Shift to Agentic AI

The distinction matters more than it sounds. Current AI travel tools suggest destinations or curate Instagram Reels based on your preferences. Agentic AI goes further: rebooking flights disrupted by weather, adjusting itineraries in real time, rescheduling reservations automatically.

"That's frictionless travel—where the logistics fade and the adventure takes centre stage," Hamidaddin told AI News in a recent interview. But he's also clear-eyed about the risks. "With agentic AI, the stakes rise: when an AI acts on a traveller's behalf, we must ensure transparency, explainability, and accountability."

The question isn't academic. When an algorithm can cancel your hotel reservation and book a different one without asking, who's liable if it gets it wrong? What happens when AI optimizes for profit margins rather than traveler preferences?

The Transparency Problem Nobody's Solving

Hamidaddin acknowledged the tension at the heart of AI-driven travel: these systems both empower and constrain. "AI can empower travellers like never before—matching experiences to passions, budgets, and even moods," he said. "But unchecked, algorithms can quietly narrow horizons, nudging people toward predictable options."

He's right. If you've ever noticed your travel search results feeling suspiciously similar across platforms, you've experienced algorithmic steering. The difference between personalization and manipulation often comes down to whose financial interests the algorithm serves.

His proposed solution is "radical transparency: explicit consent, clear explanations, and real opt-in choices." Whether the industry will actually implement meaningful transparency—rather than burying disclosures in 47-page terms of service documents—remains to be seen.

Saudi Arabia's $135 Billion AI Bet

The TOURISE Summit isn't purely altruistic positioning. Saudi Arabia is betting heavily on AI-driven tourism as part of its Vision 2030 economic diversification plan. The kingdom expects AI to contribute $135 billion to its GDP by 2030, with tourism playing a central role.

Saudi platforms like "Spirit of Saudi" are already using AI to showcase destinations like AlUla and Diriyah, highlighting cultural sites and connecting visitors with local artisans and festivals. The goal is spreading tourist demand beyond overcrowded hotspots while creating economic opportunities for smaller communities.

Hamidaddin frames this as "inclusive growth, mutual respect, and shared prosperity." Critics might note that using AI to optimize tourism revenue while simultaneously positioning yourself as the ethical standard-setter creates some interesting conflicts of interest.

The Questions TOURISE Needs to Answer

For the summit to matter, it needs to address practical governance questions the industry has been avoiding:

Who audits AI travel algorithms for bias? How often? What happens when they fail audits? When agentic AI makes a costly mistake, who pays—the platform, the user, or the third-party service provider? What does "meaningful consent" look like when AI systems require vast amounts of personal data to function? How do we ensure AI promotes cultural diversity rather than optimizing everyone toward the same high-margin destinations?

These aren't philosophical exercises. They're operational realities that will affect billions of travelers and millions of tourism workers as AI systems take on more decision-making authority.

What Marketers Should Watch

If you're in travel marketing, hospitality, or any industry where AI intermediates the customer relationship, TOURISE matters. The standards discussed in Riyadh could shape how AI platforms in every sector handle transparency, consent, and algorithmic accountability.

The shift to agentic AI isn't limited to travel. Financial services, healthcare, marketing automation—any field where AI might act on behalf of users rather than simply advising them—faces identical questions about agency, transparency, and control.

Need help understanding how AI governance frameworks affect your marketing strategy? Winsome's growth experts help teams build AI implementations that prioritize transparency and user control.