RIYADH: Tourism is a critical part of Saudi Arabia’s Vision 2030 diversification initiative, but far from solely relying on its rich heritage to attract visitors, the Kingdom is utilizing pioneering technology to bring the past to life and help deliver an economy for the future.

One of the key pillars of the government’s aim to move Saudi Arabia away from its reliance on oil revenues is to establish the Kingdom as a global tourism hub and increase the sector’s gross domestic product contribution from 3 percent to 10 percent.

Vision 2030’s initial visitor target was 100 million a year by the end of the decade, but after surpassing that milestone seven years ahead of schedule, the ambition has now grown to 150 million.

While modern tourism attractions — such as Expo 2030 and global sports events — have a key role, utilizing the Kingdom’s heritage also has a huge role to play in attracting tourists and fueling long-term growth.

Experts have told Arab News that the Kingdom is blending this offering with cutting-edge technologies such as artificial intelligence, virtual reality, and augmented reality to redefine tourism.

From immersive historical reconstructions to personalized AI-driven tours, the Kingdom is setting a global benchmark for experiential and sustainable travel.

According to Bain and Co.’s Sami Abdul Rahman and Joachim Allerup, given the country’s young and digitally savvy population, the tourism sector is increasingly embracing gamification to make heritage sites more engaging and interactive.

“VR is being used to reconstruct ancient civilizations, allowing visitors to explore these locations as they once were, while AI personalizes tours based on visitors’ preferences, providing tailored insights and recommendations,” Abdul Rahman and Allerup said in a joint statement.

“Interactive AR overlays further enrich the experience by offering real-time information about artifacts and historical events. These innovations do not merely serve as entertainment but function as powerful educational tools, fostering a deeper connection between visitors and Saudi Arabia’s rich cultural heritage,” they added.

The partners went on to highlight that the combination of digital technology and traditional storytelling ensures that historical sites remain relevant and captivating for modern audiences.

Maite Grau Garvin, principal at Arthur D. Little Middle East, shed light on how through AR virtual tours, interactive exhibits and VR powered reconstructions, visitors can explore Diriyah’s rich heritage and historic Najdi architecture in a way that is both engaging and immersive, far beyond the traditional experience.

“Films and digital storytelling further enrich the experience, narrating the region’s deep-rooted history and cultural significance. Diriyah’s visitors can also interact with AI chatbots and voice assistants that deliver customized insights into Najdi architecture, key historical figures, and significant events,” Garvin said.

She added: “In AlUla, technology is transforming the way visitors experience Hegra, the ancient Nabataean site and Saudi Arabia’s first UNESCO World Heritage Site. AR experiences allow visitors to use smartphones or wearable smart glasses to overlay digital reconstructions of holograms, tombs, and inscriptions, bringing the site’s history to life like never before.”

The principal went on to say that these innovations represent a significant step forward in heritage tourism, allowing visitors to not only observe history but engage with it in an immersive and interactive manner.

“By seamlessly integrating AI, VR, and AR, Saudi Arabia isn’t just preserving its history — it’s bringing it to life, setting a new global benchmark for experiential tourism,” Garvin added.

Smart cities harmonizing with Saudi history 

NEOM is at the heart of Saudi Arabia’s Vision 2030, bringing together sustainability, automation, and cultural heritage to create unique tourism experiences. The smart city has over 900 heritage sites, including Nabataean tombs, ancient inscriptions and cultural landmarks.

From ADL’s perspective, unlike traditional tour experiences, where history is something you just observe, NEOM makes it interactive. Visitors will be able to experience them through immersive storytelling, digital reconstructions, and guided smart tours.

“Their entire tourism model is built around renewable energy-powered transport, smart visitor flow management, and low-impact exploration. Whether it’s electric shuttles through heritage zones or AI-driven crowd control, the goal is to preserve cultural landmarks while making them seamlessly accessible,” Garvin said.

She added: “NEOM’s regenerative tourism model also protects and regenerates 95 percent of its land for nature, allowing visitors to explore heritage sites while engaging with the natural landscapes that have shaped Saudi culture for centuries.”

The ADL partner also highlighted how NEOM is redefining eco-friendly luxury in hospitality by creating carbon-neutral, renewable energy-powered hotels that blend seamlessly with the environment. Advanced water recycling, smart energy grids, and AI-driven sustainability efforts ensure minimal ecological impact.

“These initiatives, among many other, help ensure that Saudi Arabia’s history is not lost in its rapid modernization but instead enhanced through smart, sustainable tourism infrastructure ensuring world-class travel experience for generations to come,” Garvin added.

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