The new app, called SARA, offers users insights and advice about the Kingdom’s tourist attractions in a natural and seamless conversational style RIYADH: The Saudi Tourism Authority unveiled the beta version of SARA, its new travel companion app for visitors to the Kingdom, at the World Travel Market exhibition in London this week. It allows users to interact with a digital female guide, powered by AI, who is deeply knowledgeable about Saudi Arabia and offers insights and advice about the country’s tourist destinations, historical landmarks, archaeological sites, cultural diversity, international events, and anything else a visitor might be interested in. SARA was on show in the Visit Saudi pavilion at the World Travel Market, which began on Monday and concluded on Wednesday. Officials said she interacted directly with attendees, who were captivated by her engaging stories about the Kingdom’s tourist attractions and experiences, and the extensive information she was able to provide. The app reflects the nation’s progressive approach to smart tourism, they added, and leverages the latest developments in AI so that it can respond to questions, understand visitor needs, and offer personalized information and suggestions in a natural and seamless conversational style.