Riyadh Air, Saudi Arabia’s new national airline, has signed a landmark strategic partnership with the Ministry of Culture to transform the travel experience by embedding authentic Saudi culture into every aspect of its operations. The agreement was signed during an official ceremony at the Ministry’s headquarters in Riyadh, with Hamed bin Mohammed Fayez, Vice Minister of Culture, and Tony Douglas, CEO of Riyadh Air. This collaboration will highlight the Kingdom’s unique identity while promoting its diverse heritage to travelers worldwide.

Hamed bin Mohammed Fayez, Vice Minister of Culture, said:

This partnership is a testament to our shared vision of making Saudi culture a central part of everyday life.

Together with Riyadh Air we are transforming air travel into a platform for cultural discovery, aligning with the goals of Vision 2030 and ensuring that every traveler experiences the richness of Saudi heritage.

Tony Douglas, CEO of Riyadh Air, echoed these sentiments:

At Riyadh Air, we take pride in being more than just an airline—we are ambassadors of Saudi culture. This partnership allows us to bring the beauty and diversity of Saudi Arabia to life through every detail of the travel experience, from our branding to the services we provide onboard and in our lounges.

Through this collaboration, we are not only elevating the travel experience but also contributing to the broader goals of Vision 2030 by promoting Saudi Arabia’s creative economy and supporting local talent.

The agreement includes several key initiatives designed to enrich the passenger journey: 

• Seasonal Cultural Campaigns: Riyadh Air terminals will be transformed into dynamic spaces celebrating Saudi heritage, featuring interactive displays, art installations, and live performances. 
• Immersive In-Flight Content: Travelers will enjoy curated content that showcases Saudi Arabia’s historical sites, cultural festivals, and artistic achievements. 
• Special Event Flights: Dedicated flights will coincide with major cultural events, offering passengers exclusive access to Saudi Arabia’s most iconic celebrations. 

As part of the partnership, Riyadh Air will collaborate with Saudi designers, artists, and musicians to incorporate contemporary interpretations of Saudi culture into its operations. Recent examples include the airline’s collaboration with renowned Saudi designer Mohammed Ashi, whose work has influenced everything from cabin interiors to staff uniforms. 

Additionally, Riyadh Air recently unveiled its auditory identity, "The Sound of a New Era of Travel," developed in partnership with the Music Commission and performed by the Saudi National Orchestra. This initiative blends traditional Saudi melodies with modern arrangements, creating a soundscape that resonates with both local and international audiences. 

This partnership marks a significant milestone in Riyadh Air’s journey to become a global leader in culturally enriched travel. By aligning with the Ministry of Culture’s objectives under Vision 2030, the airline is setting a new standard for how aviation can serve as a bridge between nations, fostering cultural exchange and mutual understanding.