In 2024, tourism generated 10.9 trillion dollars, nearly 10 percent of global GDP, and is projected to reach 16.5 trillion dollars by 2035. AI in the tourism market is expected to grow from 3.4 billion dollars in 2024 to 13.9 billion dollars by 2030; destinations face a clear choice, evolve with coordinated AI adoption or risk fragmentation, inefficiency, and diminished traveler satisfaction.

Released ahead of the inaugural TOURISE Summit in Riyadh this November 11 to 13, 2025, the white paper offers a roadmap for public and private sector leaders to apply AI across five key dimensions: experience, operations, sustainability, wellbeing, and economic opportunity. The goal is to help destinations across the entire tourism ecosystem to act now, scale responsibly, and remain human-centered.

A Coordinated Model for the Future of Travel

Agentic Tourism introduces a system of autonomous AI agents governed by people and shared standards. These agents are designed to deliver measurable impact. They aim to reduce wait times, boost satisfaction scores, increase eco-friendly bookings, and unlock new economic value. The model includes five agent archetypes:

• Experience Maximizer curates and adapts itineraries in real time, managing disruptions and enhancing personalization.
• Operations Optimizer balances staff, assets, and services to improve efficiency and reduce bottlenecks.
• Regeneration Guardian surfaces environmental and social impacts to promote responsible travel choices.
• Wellness Agent uses contextual data to support traveler health, comfort, and safety.
• Opportunity Connector matches visitors’ interests to local networks, events, and collaborators to create economic value.

The white paper serves as a strategic playbook, helping tourism destinations, governments, operators, platforms, and communities, implement these innovations without losing the human touch that defines meaningful travel.

“Agentic Tourism is not just a model. It is a movement and those who adopt it first will shape the trajectory of future sector disruption,” said His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of TOURISE, “AI empowers every country to embrace an era that uplifts both established and emerging destinations, ensuring inclusive access for all. To accelerate innovation across tourism and its converging sectors, TOURISE will continue to collaborate with industry experts on a series of white papers presenting actionable data and high-impact research to address the sector’s most pressing 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 at Globant. “Agentic Tourism provides a blueprint to digitize end-to-end digital experiences so hosts, travel operators, and destinations can transform isolated innovations into interconnected, adaptive and meaningful interactions at every journey.”

1. Growth in GCC Tourism to Moscow

Q: How has Moscow experienced growth in tourist inflow from the UAE and GCC in recent years?
Over the past few years, Moscow has seen consistent growth in inbound tourism from the Gulf region. In fact, in 2024 alone, the city welcomed 337,400 visitors from the Middle East — a 1.4-fold increase compared to the previous year. Notably, the UAE is among our fastest-growing markets, with arrivals rising from 18,200 in 2019 to over 62,100 in 2024.

This upward trend is no coincidence. It is supported by improved air connectivity, simplified entry procedures, and tailored travel experiences. Moreover, satisfaction levels are high, with Middle Eastern visitors giving Moscow an average rating of 8.2 out of 10, according to our research. Clearly, we are moving in the right direction when it comes to accessibility, comfort, and hospitality.

2. Why GCC Travelers Should Visit Moscow

Q: Why should travellers from the UAE and GCC consider Moscow as their next holiday destination?
Moscow offers a compelling mix of centuries-old landmarks and modern flair. For example, Red Square, the Kremlin, the Bolshoi Theatre, and the Tretyakov Gallery are iconic sites that continue to attract Emirati and GCC visitors.

In addition, families enjoy attractions such as Dream Island Park, the Moscow Zoo, and the Central Children’s Store. Meanwhile, art lovers are increasingly drawn to the GES-2 House of Culture and the Museum of Russian Impressionism. Furthermore, Moscow City, with its skyscrapers and luxury shopping, provides a distinctly contemporary experience. Additionally, green urban spaces like Zaryadye Park and VDNH showcase ecological design and interactive museums.

Ultimately, the diversity of experiences — whether it’s exploring historic estates, cruising along the Moskva River, or enjoying panoramic views from Europe’s tallest Ferris wheel — makes Moscow a destination that appeals to all ages and travel styles.

3. Initiatives for Middle Eastern Tourists

Q: What initiatives has Moscow introduced to cater to Middle Eastern tourists?
To better serve Middle Eastern visitors, we’ve launched several targeted initiatives. These include regional marketing campaigns, strategic partnerships with tour operators, and active participation in key travel industry events.

For instance, in 2024, we hosted UAE Culture Days in Moscow, which welcomed more than 300,000 attendees and celebrated cultural exchange. Additionally, we developed the Muslim-Friendly Guide to Moscow, offering information on halal restaurants, prayer facilities, and cultural points of interest.

Moreover, five major tourist centres across the city now assist in Arabic and English. Over 100 certified guides are available in multiple languages. We also introduced a Welcome Pack for Middle Eastern guests, featuring discounts on accommodation, wellness, restaurants, and local experiences.

Thanks to the Discover Moscow portal and our official Snapchat account, visitors can easily access up-to-date tips and recommendations in both English and Arabic. As a result, planning a trip to Moscow has never been more convenient for GCC travelers.

4. Family-Friendly Experiences in Moscow

Q: How does Moscow cater to family experiences?
Moscow is increasingly recognized as a family-oriented destination. The city offers a wide variety of experiences for all ages — from nature-filled eco-parks and green boulevards to aquaparks, interactive museums, and amusement parks like Dream Island.

One of the highlights is the ‘Summer in Moscow’ festival. Designed with families in mind, it includes open-air theatre, live music, creative workshops, and cultural markets. These events are held in parks, estates, and central boulevards, encouraging families to explore the city together in a festive atmosphere. Best of all, most events are free and open to everyone — from Muscovites to international guests.

Consequently, with its safe infrastructure, welcoming hospitality, and child-friendly programming, Moscow continues to position itself as a top choice for families from the UAE and the broader GCC.

5. New Attractions in Moscow This Summe

Q: What are the newest attractions or experiences that Moscow is offering this summer season?
Summer is the perfect time to visit Moscow. From June to August, the city hosts the annual ‘Summer in Moscow’ festival, featuring over 1,000 outdoor events across parks, cultural venues, and heritage sites. Key highlights include:

• Moscow Estates Festival – Over 40 historic estates host theatrical performances and immersive heritage activities.
• Theatre Boulevard – A 92-day cultural season with more than 600 live shows across 14 open-air stages and over 3,000 performers.
• Gardens and Flowers Festival – Rare botanical installations and vibrant floral displays transform city parks and public spaces.
• Music in the Parks – Live jazz, rock, electronic, and acoustic music in iconic venues like Gorky Park and VDNH.
• Forum Moscow 2030 – A citywide forum-festival designed to immerse youth and families in the technologies, culture, and lifestyles of tomorrow’s world.

In conclusion, these seasonal events allow visitors to enjoy Moscow’s artistic and cultural energy in a refreshing and engaging environment. For those looking beyond the summer months, Moscow in winter is equally enchanting — with snow-covered streets, sparkling decorations, festive markets, and traditional seasonal events. Therefore, whether in summer or winter, Moscow is a year-round destination offering unforgettable experiences.

DoubleTree Nathiagali Pakistan: Hilton’s first foothold

The debut signals clear confidence in Pakistan’s tourism trajectory. As Guy Hutchinson, President, Middle East & Africa, notes, destinations with rich heritage and natural charm are primed for growth. Therefore, placing Hilton’s first flag in Nathiagali feels both strategic and guest-centric: travelers gain access to an international hospitality standard, while local tourism benefits from global visibility and jobs.

Where alpine scenery meets warm hospitality

Steps from Lalazar Park, the hotel sits within easy reach of Mushkpuri Top, Miranjani Peak, Ayubia National Park, the Dunga Gali Pipeline Track, and St. Matthew’s Church—many within five kilometers. Consequently, guests can plan mellow strolls, scenic drives, or summit days without long transfers. Meanwhile, pine forests and rolling meadows frame the property, creating postcard views in every season—from crisp summers to snow-blanketed winters.

Rooms, dining, and wellness for every season

DoubleTree Nathiagali Pakistan features 110 rooms, including 14 suites that look toward the Mushkpuri and Miranjani hills. Thoughtful layouts, plush bedding, and mountain-view nooks make downtime feel restorative after a day outdoors. For dining, the lobby-level Coffee Shop serves fresh brews and gourmet bites; Shogun brings a refined Pan-Asian menu; and Zareen on the third floor spans breakfast, lunch, and dinner with a global touch. At the Lalazar Terrace Café, guests can linger over specialty teas, high tea, or a barbecue buffet under an open sky.

Wellbeing is central here. A curated spa menu covers soothing massages and holistic therapies, while a fully equipped fitness center supports daily routines. Additionally, the indoor infinity pool—with floor-to-ceiling panoramas—turns every swim into a viewpoint.

Meetings, celebrations, and memorable gatherings

Whether you are planning a board meeting or a mountain wedding, the property offers flexible venues and experienced support. Two signature banquet halls—Mushkpuri and Miranjani—each host up to 200 guests, ideal for receptions, conferences, or gala dinners. For more intimate sessions, Sohni and Nouri provide smaller meeting rooms. Moreover, tailored catering, complimentary high-speed Wi-Fi, and in-house audiovisual support help events run smoothly from first brief to final toast.

New experiences on the horizon

DoubleTree Nathiagali Pakistan will soon introduce the country’s first mountain padel court, a private-cinema lounge, a children’s zone, and beauty salon services—enhancing the “all-ages, all-seasons” profile. Additionally, the on-site helipad simplifies arrivals and departures, particularly for celebratory occasions or executive retreats that benefit from time-saving transfers.

Partnerships shape successful openings. Owned and managed by The Baron Pakistan (Pvt) Limited, the hotel aligns international brand standards with local stewardship. As Managing Director Imtiaz Muslim underscores, the collaboration supports regional tourism while delivering lasting value to guests and communities. In practice, that means more training, broader career pathways, and a hospitality experience that honors place as much as it embraces polish.

Hilton Honors benefits, made simple

Members of Hilton Honors can unlock familiar advantages when booking directly via Hilton’s preferred channels. Because the app streamlines check-in, room selection, and Digital Key access, guests can move from arrival to relaxation quickly. Furthermore, the flexible Points-and-money slider helps members tailor stays to their budget—useful for families or groups planning longer mountain breaks.

Plan your Nathiagali escape

The Galiyat hills combine fresh air, pine scent, and sweeping viewpoints with easy access from Islamabad. Therefore, DoubleTree Nathiagali Pakistan makes a compelling base: mornings can start with a summit walk; afternoons might drift into spa time; evenings can stretch over terrace tea as the valleys glow. With new activities debuting soon, travelers will find more reasons to return—across seasons and occasions.

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Speak about the key benefits that the ExploreTECH platform will provide to technology providers and buyers

The platform will provide users with a unified source of information for multiple technology providers. They can access the latest tech solutions that complement or further develop their strategic goals. Through the platform, they also have access to verified user reviews and can conduct a comprehensive vendor comparison for informed decision-making. Buyers on the platform have access to a global network with established vendor relationships, and ExploreTECH can deliver turnkey implementation and on-demand project support based on the requirements through our Voice of the Expert consultancy model.

The subscriptions are divided into four tiers so that every tech provider can find a subscription that meets their needs, whatever their current market penetration level.This is beneficial to all solution providers, regardless of their current level of market penetration.

Ralph Melis Co-Founder & Managing Partner

How does the platform stand out from its competitors if any? 

ExploreTECH is the only platform of its kind to use both English and Arabic comprehensively throughout, and so reaches a wider audience than any other. Simultaneously, ExploreTECH positions itself as a trustworthy and objective source of key technology insights. Using our subject matter expertise, we also enable buyers to more comprehensively understand how technology solutions can assist them in the formation of long-term strategies to improve business processes and profitability.

Tell us about what sorts of consultancy services ExploreTECH offers its customers

On the ExploreTECH platform, you can receive genuine subject matter advice on a variety of subjects, enabling a new kind of digital strategy development for users and technology providers alike. In addition, by lending the voice of the expert that ExploreTECH has developed with subject matter specialists, tech providers will be able to use our advice and expertise to enhance their go-to-market strategy, benefit from increased brand awareness and grow their target audience.

Here are some of the topics that enterprises can select from to receive advisory services from our experts:

• Travel distribution contracts and growing direct channels
• Benchmarking and comparing corporate booking tools in travel
• Strategies on how to work with metasearch in travel
• Better retailing for travel agencies and travel management companies
• Infrastructure technology design
• Hotel pre-opening and re-flagging,
• Hospitality distribution and technology, and more

Discuss the growing reliance of hospitality and travel industries on technology in the coming years 

Technology adoption had been important for many years, but the global pandemic only accelerated the inevitable and pushed it to the forefront of business management. Suddenly, businesses were being forced to adapt new touchless technologies, add new revenue streams and monitoring systems. Remote working and distributed teams used to be the exception but they are now almost business as usual for many.

Even when businesses do embrace new technology, they still face several challenges which a difficult to overcome without expert insight. In terms of adopting new technology, or enhancing the existing technology stack of a business, there is a different skill set required between initiators and operators, and this is often neglected. This leads to underutilization of the investment made or simply a wrong deployment

We want to see technology adoption and digital transformation improve significantly in a region that until today has proven to be resilient to the impact of the pandemic.