Saudi Arabia is embedding artificial intelligence (AI) literacy into its national economic strategy, directly linking workforce skills to competitiveness under Vision 2030. A new report from Coursera highlights how the Kingdom’s approach differs from other regions, where talent development and policymaking often operate in silos.
The National Strategy for Data and AI (NSDAI) serves as the cornerstone of this effort, aiming to build large-scale AI and digital capabilities across the population. Coursera’s General Manager for the Middle East and Africa, Kais Zribi, stressed that successful AI adoption depends on a workforce equipped to use these technologies responsibly.
“Successful AI adoption is fundamentally dependent on having a workforce equipped with the skills to use these technologies responsibly,” Zribi said.
National Curriculum and SAMAI Initiative
In 2025, Saudi Arabia launched a national AI curriculum that already reaches six million students, with a focus on responsible use of generative AI. Separately, the SAMAI initiative, run by the Saudi Data and Artificial Intelligence Authority (SDAIA), aims to train one million Saudis. Over half a million have already enrolled.
The report recommends that organisations integrate regulatory requirements into AI systems from the outset, rather than retrofitting compliance after deployment. It also advises aligning AI training with Saudisation goals to strengthen government relations and support local expertise development.
For travel-industry stakeholders, these developments carry direct implications. Airlines such as Saudia, which recently debuted an Esports World Cup-themed aircraft on the Riyadh–Paris route, and hotel groups like Red Sea Global, which opened Six Senses AMAALA on the northwest coast, will need to ensure their workforce is AI-literate to maintain compliance and competitiveness. The Saudia Esports World Cup-themed aircraft is one example of how the carrier is leveraging technology to enhance brand visibility.
Similarly, the multi-entry Umrah visa has opened a year-round pilgrimage market, requiring travel agents and tour operators to adopt AI tools for booking, customer service, and regulatory compliance. The package visa further streamlines luxury bookings, making AI literacy essential for agents handling high-value itineraries.
The report outlines nine best practices for building an AI-literate workforce, emphasising continuous learning as technologies and regulations evolve. Organisations that fail to invest in AI literacy may face challenges in compliance readiness and competitiveness, particularly as Saudi Arabia accelerates its AI strategy.
For travel-tech vendors, the integration of AI into national policy creates opportunities to develop solutions tailored to the Kingdom’s regulatory environment. GDS systems and hotel revenue management platforms, such as Duetto, which recently integrated with Anand Systems, will need to adapt to local AI standards.
As Saudi Arabia continues to implement its AI strategy, the travel industry must align with these national priorities. The message from the Coursera report is clear: AI literacy is no longer optional but a prerequisite for doing business in the Kingdom.
