In a move that could give even the world’s most storied airlines a run for their riyals, Saudi Arabia’s newly minted national carrier, Riyadh Air, has inked a landmark deal with the Kingdom’s Ministry of Culture. The mission? To turn your average flight into a flying tapestry of Saudi tradition.
The agreement, signed in suitably ceremonial fashion at the Ministry’s Riyadh HQ, brings together two powerhouses of the Kingdom’s cultural and strategic future. Hamed bin Mohammed Fayez, the indefatigable Vice Minister of Culture, joined forces with the ever-energetic Tony Douglas, CEO of Riyadh Air, to usher in a new era of culturally immersive air travel.
“This partnership is a testament to our shared vision of making Saudi culture a central part of everyday life,” declared Fayez. “Together with Riyadh Air, we are transforming air travel into a platform for cultural discovery.”
And he wasn’t exaggerating. This is no mere gesture of goodwill. It’s a calculated cultural coup, aligned squarely with Vision 2030 – the Kingdom’s ambitious national transformation blueprint designed to diversify the economy and bolster soft power.
Tony Douglas, who knows a thing or two about orchestrating aviation revolutions (having previously led Etihad Airways), was brimming with national pride. “At Riyadh Air, we take pride in being more than just an airline—we are ambassadors of Saudi culture,” he said. “This partnership allows us to bring the beauty and diversity of Saudi Arabia to life through every detail of the travel experience.”
Cultural Immersion at 30,000 Feet
So what does this mean for the weary traveller boarding a Riyadh Air flight? Expect more than just extra legroom. Expect an experience that sings – quite literally – with cultural richness.
Among the headline initiatives:
- Seasonal Cultural Campaigns will see Riyadh Air’s terminals transformed into art galleries and performance venues. Passengers might stumble across a live oud performance before take-off.
- In-Flight Immersion includes curated entertainment that ranges from documentaries on ancient Nabatean ruins to animations highlighting Saudi folk tales.
- Special Event Flights aligned with major cultural festivals will allow travellers to witness the Kingdom’s celebrations first-hand, from the Janadriyah Festival to the Red Sea Film Festival.
And it’s not just lip service. Riyadh Air is actively collaborating with homegrown creatives, such as Mohammed Ashi, a globally celebrated Saudi designer who has added flair to the cabin interiors and crew uniforms. The results? Subtle nods to traditional motifs, reimagined for the modern eye.
A Soundtrack to a Nation’s Rise
Further lifting the cultural curtain is the airline’s bespoke auditory identity: The Sound of a New Era of Travel. Developed with the Music Commission and performed by the Saudi National Orchestra, it weaves classical instrumentation with traditional melodies in a way that soars just as high as any 787 Dreamliner.
It’s the kind of national branding that even the most seasoned marketing departments might envy.
A Strategic Flight Path to Vision 2030
Riyadh Air’s cultural uplift isn’t simply decorative. It’s deeply strategic. The Kingdom is investing billions into the creative economy, aiming to position culture as a core pillar of both identity and economic diversification. Tourism, naturally, plays a starring role.
By working hand-in-hand with the Ministry of Culture, Riyadh Air becomes a flying billboard for Saudi Arabia’s ambitions. Not just a carrier of people, but of perception. Not just delivering passengers, but also delivering cultural capital.
This partnership, at its heart, offers the world a glimpse of a changing Saudi Arabia – modern, proud, rooted in heritage, and keen to share its story.
That’s a far more compelling in-flight experience than the usual chicken or beef.
By Michelle Warner
