Tag Archives: PWC

A new PwC Middle East report, ‘ AI at the heart of tourism and hospitality: powering personalisation, efficiency and growth’, reveals that while 91% of regional industry leaders are already piloting or using AI technologies, only 3% have achieved full-scale implementation. The study, based on a survey of regional C-suite and senior leaders from leading hospitality organisations across the region, shows that AI adoption is advancing but uneven with uneven, with significant room for growth as the sector races toward 2030. As artificial intelligence moves from experimentation to necessity, the Middle East’s tourism and hospitality sector stands at a critical inflection point where early adoption is widespread, but enterprise-wide transformation remains largely untapped. Across the Middle East, countries are rapidly deploying AI and smart digital technologies to elevate visitor experiences and strengthen tourism’s contribution to national economic transformation agendas. In Saudi Arabia, AI is central to Vision 2030’s ambition of welcoming 150 million annual visitors and increasing tourism’s share of GDP from 3% to 10%. Similarly, the UAE is positioning itself as a global leader in AI-powered hospitality, using data and digital tools to enhance guest experiences, support secure data exchange, provide real-time insights for the tourism sector, and strengthen sustainable smart city practices. The report examines AI’s impact across four critical areas of the tourism and hospitality ecosystem: • Guest experience: Enhancing personalisation and anticipating traveller needs through real-time data and predictive insights. • Operations and data infrastructure: Connecting fragmented systems, automating processes, and enabling intelligent, data-driven management. • Human resources: Empowering employees with AI-driven training, adaptive learning, and workforce analytics to build a future-ready workforce. • Channel management: Optimising pricing, visibility, and reputation across digital platforms through smarter, AI-enabled …

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