Skift Take
As Saudi Arabia opens up to tourism, its national carrier prepares for its role of bringing visitors from around the globe to Saudi Arabia.
Saudi Arabia has bold ambitions to open to tourists and its airline industry is a big part of the plan. Riyadh Air, a new carrier established with support of the Public Investment Fund, ordered a large number of Boeing 787 aircraft in 2023 with the aim to start operations in 2025.
At the same time, Saudia, the national carrier, is working to transform itself.
Saudia revealed its new brand identity and livery during an event in Jeddah on September 30. The day is the anniversary of the late King Abdulaziz’s first flight aboard a “Saudi Arabian” DC-3 aircraft from Afif to Taif in 1945. U.S. President Roosevelt had gifted the aircraft.
The rebrand marked the beginn