The Saudi government and private sector partners have launched the Agentic Tourism Initiative, a digital framework for intelligent tourism. The initiative was unveiled at the inaugural TOURISE Summit in Riyadh.

The protocol, developed with input from technology firm Globant and others, aims to standardise how AI is used throughout the travel and tourism process. It is based on a whitepaper published earlier this year that called for an open protocol for tourism AI.

A coalition of founding members, including Red Sea Global, HUMAIN, Riyadh Air, King Salman International Airport, and AWS have committed to implementing the Agentic Protocol.

Minister of Tourism Ahmed Al Khateeb said the initiative reflects Saudi Arabia’s commitment to shaping the future of global travel through innovation and collaboration. The protocol “anchors AI in empathy and cultural intelligence,” enhancing the traveller experience while empowering destinations for sustainable growth.