Riyadh, November 12, 2025. As part of the international TOURISE 2025 summit, Globant officially presented a pioneering proposal in the Intelligent Travel Protocol, aimed at transforming every stage of the traveler’s journey through the integration of artificial intelligence and more seamless, personalized, and sustainable digital experiences.

Developed in collaboration with TOURISE, the initiative is based on the white paper Tourism’s AI Takeover: Reinventing Travel through Intelligent Tourism, which proposes an open protocol to connect all travel processes, from inspiration to return. The project brings together a wide range of founding partners from various sectors, including Globant, Red Sea Global, HUMAIN, Riyadh Air, King Salman International Airport, World Travel & Tourism Council (WTTC), Amazon Web Services, Salesforce, Hollibob, and Trip.com, ensuring that the protocol is inclusive, adaptable, and technologically robust.

The Saudi Minister of Tourism, His Excellency Ahmed Al Khateeb, highlighted that the initiative “reflects the Kingdom’s commitment to the future of global tourism through innovation and cooperation.”

For his part, Martín Migoya, CEO and co-founder of Globant, stated:

“We are witnessing the beginning of a new era for tourism, where technology and human creativity converge to create smarter, more personal, and memorable experiences. This initiative is not only a technical milestone but a strategic step toward more inclusive, safe, and sustainable tourism.”

Under the motto “Digitize the expected. Humanize the unexpected,” the proposal aims to enhance empathy and human connection, using artificial intelligence as a tool to strengthen destinations, operators, and travel experiences worldwide.

Globant at TOURISE 2025

During TOURISE 2025, Jaime Preusche, Digital and Experience Strategy Specialist at Globant, offered a practical demonstration in a dedicated visitor area set up to showcase how the system works.

“What we are presenting here is the future of airports. Some locations in the world already use versions of this technology, but we set up a visitor area so attendees could experience firsthand how the frictionless experience works: visitors do not need to show their phone, passport, or card; everything happens automatically through biometric recognition and digital identity,” explained Preusche.

He detailed that the technology has already been successfully implemented at the Los Angeles Clippers stadium, where “80% of attendees adopted biometrics, and entry, which used to take several minutes, now takes just six seconds.”

“The most important aspects are identity and privacy. The experience adapts to the user’s comfort level: they can use biometrics, an identity tap on their phone, or any other method they choose. Everything is designed to provide a smooth and secure experience,” he added.

In Riyadh, Globant demonstrated how this technology can be applied to the airports of the future.

“If the passenger has their passport, biometrics, and ticket already uploaded, access to immigration or boarding happens automatically. The camera recognizes the traveler and authorizes their passage. This already happens in some airports, such as Singapore, and soon we will see it in many more,” Preusche said.

He also mentioned that Globant is working with King Salman International Airport and projects like Red Sea Global, Qiddiya, and Diriyah, integrating this technology into new terminals, hotels, and tourist areas in Saudi Arabia.

The demonstration at TOURISE 2025 drew significant interest from investors and industry leaders, who were able to experience firsthand how the combination of AI and digital management transforms travel and large-scale event experiences.