Published on
November 12, 2025
During the first TOURISE Summit in Riyadh, Saudi Arabia, Almosafer, the kingdom’s top travel company, and Amadeus, the world’s leading travel technology provider, declared a new strategic partnership that would change the region’s tourism future. The deal intends to help Saudi Arabia’s Vision 2030 by promoting creativity and providing better travels for both international and local tourists. The partnership, which is based on AI-driven personalisation, smarter payments, and improved content exchange, will not only set new standards for the industry but also play a major part in the kingdom’s tourism transformation.
Innovating the Saudi Tourism Experience
This new phase of collaboration is poised to break new ground by integrating Amadeus’ cutting-edge AI and data analytics into Almosafer’s platforms. By leveraging these technologies, the two companies will create hyper-personalised travel offers and predictive recommendations tailored to each customer’s preferences. Through AI-driven insights, global travellers will be able to access exclusive, localised inventory curated by Almosafer, making their journeys more seamless and enjoyable.
In addition, the collaboration will focus on enhancing the overall travel ecosystem through advanced content distribution. This will ensure that both leisure and business travellers can easily discover and book the most suitable experiences in Saudi Arabia. The partnership will not only serve the local market but will also position Saudi Arabia as a global tourism hub, catering to visitors from all corners of the world.
Enhanced Hotel and Airport Services
The partnership’s impact extends to hospitality, where Amadeus’ Value Hotels (AVH) will be strategically activated, offering dynamic hotel content curated through machine learning. This will ensure that travellers enjoy a more accurate, transparent, and high-quality accommodation experience.
On the airport front, Almosafer and Amadeus are working to integrate AI-enabled digital check-ins, smart boarding passes, and predictive disruption management directly into the Almosafer platform. These innovations aim to simplify the airport experience, making it smoother and more efficient for both domestic and international tourists. With the integration of these smart features, the journey from booking to departure will be seamlessly connected, offering unparalleled convenience for travellers.
AI-Powered Payments and NDCX Adoption
One of the key highlights of this renewed partnership is the introduction of Amadeus’ Outpayce, a payment solution that will scale virtual card technology across the travel ecosystem. This collaboration will automate and simplify travel payments, ensuring greater efficiency, trust, and security for both suppliers and partners. By enhancing payment capabilities, the companies are taking another step towards a frictionless and modern travel experience.
Moreover, Almosafer plans to lead the region in NDCX adoption (New Distribution Capability Experience). This forward-thinking initiative aims to revolutionise the way airlines distribute content, ensuring more personalised offerings, increased efficiency, and better service for customers. By scaling NDC retailing in collaboration with Amadeus, Almosafer is setting up a model that will likely be replicated across the Middle East, driving both the kingdom’s tourism and the broader regional travel industry.
Supporting Vision 2030
This ambitious initiative directly supports Saudi Arabia’s Vision 2030, a plan to diversify the economy and position the country as a leading tourism destination. As part of this vision, Saudi Arabia aims to transform its tourism sector by leveraging digital technologies and sustainable practices. Almosafer and Amadeus’ collaboration is a cornerstone of this transformation, offering cutting-edge solutions that elevate the customer journey, enhance service delivery, and foster innovation across the tourism ecosystem.
Saudi Arabia’s Ministry of Tourism has consistently supported such advancements, noting that these innovations will make the country more attractive to international tourists while enriching the experience for locals. With the expected growth of the tourism sector, initiatives like this will make travel in Saudi Arabia more convenient, connected, and personalised than ever before.
A Future-Ready Tourism Ecosystem
The partnership between Almosafer and Amadeus is more than just an agreement; it is a commitment to shaping the future of travel in Saudi Arabia and the wider region. By focusing on AI, smarter payments, and NDCX, the two companies are setting a new standard for what travellers can expect from their journeys.
As the kingdom moves closer to achieving its Vision 2030 goals, innovations like these will play a pivotal role in attracting a diverse range of international visitors. With a focus on creating smarter, faster, and more personalised journeys, the collaboration underscores Saudi Arabia’s ambitions to become a leading tourism powerhouse. The advancements in AI, content distribution, and payment technologies will pave the way for a new era of travel, where customers will enjoy tailored experiences that are as seamless as they are memorable.
Bottom Line
The alliance of Almosafer and Amadeus marks another giant step in turning Saudi Arabia’s ambition of becoming a global tourist destination into reality. The technology integration comprising AI-driven innovations, smarter payments, and NDCX will completely change the way people travel. The personalized services and advanced travel ecosystems are contributing to the kingdom’s realisation of the Vision 2030 goals, thus setting a global standard for the future of tourism. With the developments along these lines, Saudi Arabia is going to be at the forefront of travel innovations, thereby providing a more connected, efficient, and enjoyable experience for everyone.
