Tourexpi
Riyadh Air and Saudi Ministry of Culture Unite to Showcase National Heritage through Air Travel
The
agreement, part of the Kingdom’s Vision 2030 initiative, was formalised at the
Ministry’s headquarters by Vice Minister of Culture Hamed bin Mohammed Fayez
and Riyadh Air CEO Tony Douglas.
The
collaboration aims to transform Riyadh Air into a flying ambassador of Saudi
culture. Planned initiatives include seasonal cultural campaigns at terminals, in-flight
content highlighting Saudi heritage, and special event flights aligned with
major national celebrations.
Passengers
can expect curated onboard experiences featuring Saudi music, cuisine, and
storytelling. The airline is also working with local artists and designers—such
as Mohammed Ashi—to bring contemporary Saudi aesthetics to its interiors and
uniforms.
A
highlight of the initiative is the airline’s new sound identity, “The Sound of
a New Era of Travel”, created with the Saudi National Orchestra, blending
traditional melodies with modern composition.
“This
partnership transforms air travel into a gateway to Saudi culture,” said Fayez.
CEO Tony Douglas added, “We are proud to be cultural ambassadors, offering
travelers a truly Saudi experience from takeoff to landing.”
The
partnership marks a major step toward positioning Riyadh Air as a global
airline with a distinctly Saudi identity.
Image
Credit: © AA
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