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RIYADH: A Riyadh-based UN tourism official has called on companies to take part in a competition spotlighting startups using AI in the tourism sector.

The Global Artificial Intelligence Challenge runs until Friday and aims to recognize companies that are using AI to improve user experience and sustainability.

“The tourism sector is undergoing a rapid transformation, with artificial intelligence at the forefront, reshaping how we travel, experience destinations and operate within the industry,” said Samer Al-Kharashi, director of the UN Tourism Regional Office for the Middle East in Riyadh.

The competition calls on entrepreneurs who are “integrating AI solutions into their tourism businesses.” It aims to “identify and support start-ups driving innovation with AI technologies that enhance experiences and contribute to the sustainable growth of the sector.”

Al-Kharashi said: “This initiative is part of UN Tourism’s broader mission to innovate and lead digital transformation, drive growth through improved operations and impact; collaborate across sectors; and shape the future of a smarter, more resilient tourism sector.”

Startups that reach the final stages will gain access to a global network of mentors and industry leaders. Winners will pitch at the UN Tourism Demo Day and join an acceleration program at SPARK, the innovation hub of Les Roches. Support also includes connections to more than 90 venture capitalists and institutions across 150-plus countries, as well as potential pilot opportunities and additional backing from Plug and Play.

Al-Kharashi noted the importance of engaging entrepreneurs from the Middle East, saying that the regional office was “committed to recognizing and advancing the region’s innovation, fostering cross-border collaboration, and ensuring that local entrepreneurs are actively engaged in shaping the future of global tourism.”

He also pointed to the Kingdom’s strategic positioning. “Saudi Arabia, under its Vision 2030 initiatives, has placed a strong emphasis on adopting digital solutions ... This competition aligns directly with the Kingdom’s broader objectives, offering a platform for the younger generation, particularly AI enthusiasts and start-ups.”

Examples of AI integration in Saudi tourism include NEOM’s use of the Arena OneBrain system, which combines “the Large Human Behavior Model” and a real-time adaptation engine to create hyper-personalized travel experiences. “These innovations ... exemplify Saudi Arabia’s commitment to driving digital transformation in the tourism sector,” Al-Kharashi said.

AI is also being applied in environmental maintenance. “Red Sea Global introduced an AI-powered beach-cleaning robot ... capable of detecting and removing debris as small as one cubic centimeter,” Alkharashi said. He added that this shift toward “behind-the-scenes efficiency” reflected broader trends in AI-driven tourism innovation.