Riyadh – Exclusive Sharikat Mubasher: Mohammed Alkhorayef, Founder & CEO at NSR, a leading Saudi tour guidance company, stated that the company provides a digital platform that can be an excellent alternative to a successful human tour guide.

In an interview with Sharikat Mubasher on the sidelines of the Saudi Tourism Forum 2025, Alkhorayef mentioned that NSR serves three main categories within the Saudi tourism sector.

Al-Khurayf explained that the first category is the tour guides’ community, offering them training programs to teach them how to promote and market their services, in addition to providing smart solutions that simplify their daily workflows.

The second category, according to Alkhorayef, is tourism facilities. The company provides databases of these facilities, connecting them with local tour guides.

Regarding tourists, he mentioned that the company aims to change the concept of tour guidance in the Kingdom, to not limit it for trips only. He added that the company aims to incorporate guides, maps, photography, and reviews in the platform, in addition to the smart guide, which is considered the first AI-powered tour guide in Saudi Arabia.

It is worth noting that NSR is a Saudi company that emerged from the entrepreneurial competition organized by Monsha'at, aimed at encouraging innovative solutions to address tourism challenges.

NSR also graduated as one of the top startups in the Saudi Tourism Development Fund and is supported by both the National Information Technology Development Program and the Saudi Ministry of Tourism.

The Saudi Tourism Forum in its 3rd edition is running from 7 to 9 January at the Roshn Front, Riyadh, and is expected to welcome over 100 exhibitors offering a thriving platform to explore the latest developments, showcase key investment projects, and foster skill development and partnerships to drive the growth of the tourism sector.