Saudi Arabia’s tourism sector is undergoing a major transformation, with sustainability and technology at its core. In a landmark partnership, Globant, a leader in digital transformation, has joined forces with Red Sea Global (RSG) to create an advanced, digitally driven visitor experience at The Red Sea, one of the country’s most ambitious tourism projects.
The partnership, announced at LEAP 2025, aligns with Saudi Vision 2030, a national initiative aimed at diversifying the economy and fostering sustainable tourism. By integrating artificial intelligence (AI), the Internet of Things (IoT), and data analytics, this collaboration seeks to redefine a connected luxury experience.
As luxury travel continues to evolve, data-driven personalization has become a defining factor in high-end tourism. According to a 2024 Grand View Research report, the global luxury travel market is expected to reach USD 2.33 trillion by 2030, with a growing demand for hyper-personalized, tech-enabled experiences.
The Connected Visitor Experience at The Red Sea will integrate AI-driven concierge services, real-time environmental monitoring, and IoT-powered resort automation. These enhancements will provide guests with:
Federico Pienovi, CBO & CEO of New Markets at Globant, emphasized how technology is shifting the tourism landscape:
"This partnership with Red Sea Global demonstrates how technology can redefine tourism by placing the visitor at the center of an ecosystem designed for convenience, personalization, and sustainability.”
Unlike traditional sustainability efforts, The Red Sea project goes beyond reducing environmental impact—it aims for regenerative tourism. By 2030, the destination will feature:
This approach aligns with a growing trend in sustainable travel. A 2024 Booking.com survey found that 76% of travelers prefer eco-friendly options, and 59% are willing to pay more for sustainable tourism experiences.
Sultan Moraished, Group Head of Technology and Corporate Excellence at Red Sea Global, described the initiative as a model for future developments:
"The Red Sea destination represents a bold vision for the future of tourism—one that combines luxury, technology, and sustainability in perfect harmony. With Globant as our partner, we are setting a new benchmark not just for the region but for destinations worldwide.”
The ambitions of The Red Sea project extend beyond Saudi Arabia. By refining AI-driven guest experiences, digital concierge services, and immersive engagement platforms, Red Sea Global and Globant aim to set a global precedent.
This transformation also signals a shift in how travel agencies operate as more destinations integrate data-driven visitor analytics and automated hospitality solutions. As the tourism industry embraces AI and IoT, the intersection of luxury, technology, and sustainability will define the next generation of travel experiences.
Laura Hernandez Gonzalez, Managing Director of MENA at Globant, highlighted the broader vision:
"By leveraging Globant’s cutting-edge technology and deep industry expertise, we are redefining luxury tourism experiences—enabling the region to set a global standard.”
As The Red Sea destination continues its phased rollout, it serves as a compelling case study for how digital transformation and regenerative tourism can coexist, setting the stage for the future of sustainable luxury travel.
