RIYADH: To commemorate the year ahead, Riyadh Air recently hosted a sahoor in historic Diriyah, bringing the community together in a private setting to answer questions and interact with attendees.

Ian Bradley, vice president of global communications at Riyadh Air, spoke to Arab News about building connections.

“Being in Diriyah is hugely symbolic for the birthplace of Saudi Arabia — and our birth will be coming by the end of this year,” Bradley told Arab News.

“It’s very important to build relationships with the media and influencers here in the Kingdom — they help us spread our message out to a wider audience. And throughout the rest of this year, we’ll have so many new things to talk about as people get excited toward our launch,” he said.

At the event, Osamah Al-Nuaiser, senior vice president of marketing and communications at Riyadh Air, spoke about the company’s upcoming big plans.

“We partnered up with Delta — which is the No. 1 airline in the world. So, we have engaged with multiple partners, and we have handpicked and selected them for a reason, to engage directly with the airline and build a strong and solid relationship for the future,” Al-Nuaiser said.

When asked whether Riyadh Air has secured alliances, Al-Nuaiser was transparent. 

“We haven’t joined an alliance, and the reason is to make sure that we connect our values between both airlines, to connect our commitments as well, and to make sure that we are on the same level of premium offering, premium service and connectivity.”

Riyadh Air started more local.

“We started off with Saudia Airlines,” Al-Nuaiser said, highlighting engagement with Egypt Air, Turkish Airlines, Singapore Airlines and two Chinese carriers. He added that the airline also engaged with Virgin Atlantic for connectivity between Riyadh, London and beyond. “We will soon announce partnerships with other airlines,” Al-Nuaiser said.

A timeline highlights key events for 2025 so far. On Jan. 8, CATRION signed a strategic agreement to deliver world-class culinary experiences with Riyadh Air.

Shortly after, on Jan. 13, the first technical spare part, named “Jamila,” arrived.

On Feb. 4, LIV Golf signed a multi-year partnership.

On Feb. 13, Riyadh Air unveiled its brand sonic, composed at the legendary Abbey Road Studios.

On Mar. 4, SGS signed a SR500 million ($133 million) contract for ground handling services across Saudi airports.

Riyadh Air’s sahoor paid homage to old traditions and the new airline by respecting the roots of local culture. Artisans created clay cups, and a calligrapher handwrote names on them, offering them as tokens for attendees to take home.

“We see ourselves in the hospitality business. So, we make sure that we enter the market with a solid, unique setting proposition,” Al-Nuaiser said.

Riyadh Air’s maiden flight is expected in late 2025.

Arabian Travel Market is set to highlight the thriving luxury tourism sector when it returns to the Dubai World Trade Centre from April 28 to 1 May. 

Bringing together top-tier hospitality brands, influential industry figures, and innovative travel destinations, the event will showcase the latest trends and insights that are shaping the high-end travel segment.

 According to McKinsey and Company, the demand for luxury tourism and hospitality is expected to grow faster than any other industry. This is predominantly due to the rising number of high-net-worth individuals globally and a growing segment of aspiring luxury travelers willing to allocate larger proportions of their income to premium experiences.

 The research suggests that luxury tourism and hospitality will reach $391 billion by 2028, up from $239 billion in 2023, with Asia gaining significant ground in the market segment.

Supporting this trend, data recently issued by the Statistical Centre for the Cooperation Council for the Arab Countries of the Gulf revealed that GCC states earned $110.4 billion in international tourism revenues in 2023.

The largest share of tourists came from the Asia-Pacific region (38 percent), followed by the Middle East (25.1 percent), Europe (22.9 percent), Africa (8.8 percent), and the Americas (4.3 percent).

Danielle Curtis, exhibition director ME, Arabian Travel Markets, said: “The increase in inbound tourism from Asia and the growing wealth in this region create a major opportunity for Middle Eastern tourism, especially in the luxury sector.

“At ATM, Asia is among our fastest-growing markets for exhibitors, boasting a 27 percent increase in exhibitors from the region this year. National Tourism Organizations from destinations like Japan, Maldives, South Korea, India and Thailand are driving this growth, alongside regional tourist boards such as Rajasthan Tourism, Goa, Phuket, Hong Kong and Jakarta, all contributing to Asia’s expanding presence at ATM 2025 and the growing focus on luxury travel.”