World’s First Agentic Tourism Protocol Launched At TOURISE Summit 

KUALA LUMPUR, Nov 14 (Bernama) -- The Agentic Tourism Initiative was launched at the inaugural TOURISE Summit, unveiling the world’s first Agentic Protocol for Tourism, a universal digital framework designed to transform every stage of the traveller’s journey.

Developed in partnership with TOURISE and Globant, the initiative builds on the whitepaper Tourism’s AI Takeover: Reinventing Travel through Agentic Tourism, which called for an open protocol defining how artificial intelligence (AI) agents interact throughout the travel experience.

The Agentic Protocol aims to create intelligent, seamless and sustainable travel experiences by integrating AI across the global tourism ecosystem, according to a statement.

Saudi Arabia’s Minister of Tourism, Ahmed Al Khateeb said the initiative reflects the Kingdom’s commitment to shaping the future of global travel through innovation and collaboration.

He said the protocol harmonises technology with the human spirit of exploration by anchoring AI in empathy and cultural intelligence, enabling destinations to grow sustainably and inclusively.

Meanwhile, Globant Chief Executive Officer and Co-Founder, Martín Migoya said the initiative marks the beginning of a new era for tourism, combining technology and human ingenuity to create smarter, more personal and memorable travel experiences.

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A coalition of founding members from technology, infrastructure, aviation and destination leadership backs the initiative, including Globant, Red Sea Global, HUMAIN, Riyadh Air, King Salman International Airport, World Travel & Tourism Council, Amazon Web Services, Salesforce, Hollibob and Trip.com.

Guided by the principle “Digitise the expected. Humanise the unexpected”, the initiative seeks to enhance human creativity and connection, using AI as an enabler to support meaningful travel and long-term destination development.

-- BERNAMA