Riyadh Air, Saudi Arabia’s new national airline, has officially entered into a landmark partnership with the Ministry of Culture to reimagine air travel as an immersive cultural experience. Announced at a formal ceremony in Riyadh, the collaboration is part of Saudi Arabia’s ongoing Vision 2030 transformation and aims to embed authentic Saudi heritage into every aspect of the airline’s operations.
This initiative represents more than just a corporate agreement—it is a cultural milestone. Through strategic efforts including cultural programming, in-flight experiences, and national campaigns, Riyadh Air is poised to become a flying ambassador for Saudi Arabia’s rich and diverse heritage.
Vision 2030 in Action: The Cultural Goals Behind the Collaboration
The Driving Force: Vision 2030
Vision 2030 is Saudi Arabia’s national roadmap to diversify its economy and modernize its society. A major component of this plan is promoting the Kingdom’s cultural richness and creative economy. This partnership directly supports that goal by transforming Riyadh Air into a cultural vessel—literally and metaphorically.
“Together with Riyadh Air, we are transforming air travel into a platform for cultural discovery.”
— Hamed bin Mohammed Fayez, Vice Minister of Culture
By infusing Saudi culture into global aviation, the Ministry of Culture and Riyadh Air aim to position Saudi Arabia as not only a destination but a narrative—told through visual art, music, design, and history.
More Than a Flight: Cultural Experiences at 30,000 Feet
In-Flight Entertainment with a Cultural Twist
Riyadh Air plans to integrate immersive in-flight content that highlights Saudi Arabia’s history, architecture, festivals, and art. Passengers will experience:
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Documentaries on UNESCO heritage sites
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Virtual tours of cultural landmarks
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Curated playlists featuring traditional and contemporary Saudi music
This approach ensures that passengers are exposed to Saudi Arabia’s cultural depth before they even land.
Seasonal Cultural Campaigns in Terminals
Travelers waiting for flights won’t just be passing time—they’ll be exploring:
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Interactive exhibits showcasing Saudi calligraphy and crafts
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Live traditional music and dance performances
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Rotating art installations inspired by regional heritage
This transforms Riyadh Air terminals into mini cultural centers, aligning air travel with artistic expression.
Fashion, Design, and Music: A New Identity for Travel
Partnering with Saudi Designers
One standout initiative involves the airline’s collaboration with Mohammed Ashi, one of Saudi Arabia’s leading fashion designers. Ashi’s influence is seen in:
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Cabin crew uniforms inspired by regional textiles
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Interior design echoing Saudi architectural motifs
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Lounge aesthetics rooted in traditional elegance
Soundtrack of a Nation: “The Sound of a New Era of Travel”
Riyadh Air’s newly unveiled auditory identity, composed in partnership with the Saudi Music Commission and performed by the Saudi National Orchestra, is a blend of classical Saudi melodies and modern orchestral elements.
This “soundscape” is intended to create an emotional connection for travelers, giving auditory expression to Saudi Arabia’s cultural evolution.
Special Event Flights: Celebrating Saudi Culture Mid-Air
To further spotlight Saudi Arabia’s vibrant cultural calendar, Riyadh Air will schedule Special Event Flights around major festivals and national celebrations. These include:
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Janadriyah Festival Flights: with live storytelling and performances on board
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Saudi National Day Flights: offering traditional meals, curated playlists, and in-flight documentaries
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Hajj and Umrah Flights: highlighting Islamic heritage through special religious content
This elevates travel into an event itself—connecting passengers with the Kingdom’s soul, not just its soil.
Global Influence with Local Roots
A Bridge Between Nations Through Culture
Tony Douglas, CEO of Riyadh Air, emphasized that the airline is “more than just an airline—we are ambassadors of Saudi culture.” This statement encapsulates the ambition to position Saudi Arabia as a cultural hub between East and West, not only through inbound tourism but also by projecting soft power globally.
Redefining What It Means to Travel
The partnership between Riyadh Air and the Ministry of Culture represents a strategic and visionary step forward. It’s a pioneering example of how aviation can be repurposed as a canvas for cultural exchange, enriching the passenger journey while advancing national objectives.
By incorporating fashion, design, music, history, and art into every layer of its service, Riyadh Air is helping the world discover the heart of Saudi Arabia—even before touchdown.
