RIYADH — A new white paper released by TOURISE and Globant, with strategic contribution from Kearney, has introduced Agentic Tourism, an AI-powered operating model that reimagines how destinations, operators, and travelers interact.

Titled Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism, the report presents a framework for transforming the tourism experience into one that is more seamless, intelligent, and emotionally resonant.

The white paper, launched ahead of the inaugural TOURISE Summit in Riyadh from Nov. 11–13, 2025, provides a roadmap for public and private sector leaders to integrate AI across five dimensions: experience, operations, sustainability, wellbeing, and economic opportunity. Its goal is to help destinations scale responsibly while keeping travel human-centered.

In 2024, tourism generated $10.9 trillion — nearly 10 percent of global GDP — and is projected to reach $16.5 trillion by 2035. The AI tourism market, valued at $3.4 billion in 2024, is expected to grow to $13.9 billion by 2030.

The report warns that destinations must coordinate AI adoption or risk inefficiency and declining traveler satisfaction.

Agentic Tourism introduces a network of autonomous AI agents governed by human oversight and shared standards. These agents are designed to improve traveler satisfaction, reduce wait times, increase eco-friendly choices, and unlock new economic value.

The model outlines five AI agent archetypes:
Experience Maximizer – curates and adapts itineraries in real time.
Operations Optimizer – manages staffing, assets, and services to boost efficiency.
Regeneration Guardian – promotes responsible, sustainable travel.
Wellness Agent – supports traveler health, comfort, and safety through contextual data.
Opportunity Connector – links visitors to local networks, events, and businesses to create economic value.

Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism and Chairman of the Board of TOURISE, said the initiative represents “a movement, not just a model,” adding: “AI empowers every country to embrace an era that uplifts both established and emerging destinations, ensuring inclusive access for all.”

He emphasized that TOURISE will continue working with global experts to produce research and actionable data addressing the tourism sector’s key challenges.

“Tourism’s next chapter will be championed by destinations that orchestrate technology around people, not the other way around,” said Martín Migoya, CEO and Co-Founder of Globant.

“Agentic Tourism provides a blueprint to transform isolated innovations into interconnected, adaptive, and meaningful interactions at every journey.” — SG