Riyadh Air, AlUla Partner to Promote Kingdom’s Tourism Attractions Worldwide

AlUla entered into a strategic partnership with Riyadh Air, Saudi Arabia’s new world-class airline that has announced an ambitious target to fly to over 100 destinations by 2030.

Under the partnership deal, which was signed on the sidelines of the Arabian Travel Market (ATM) in Dubai, AlUla and the Public Investment Fund-owned Riyadh Air will collaborate on multiple initiatives to raise the profile of AlUla and the new carrier to discerning travelers from across Saudi Arabia and around the globe. Ultimately, the partnership aims to increase tourist volumes to AlUla from key global markets.

“Today marks the start of an exciting new partnership for AlUla and Riyadh Air, which has already made a notable impact on the global aviation landscape, notwithstanding its status as a relatively new airline,” said Royal Commission for AlUla (RCU) vice president of destination management and marketing Rami AlMoallim. “By working together, we can leverage the growing global excitement about AlUla as the Kingdom’s premier luxury boutique heritage destination while also making a significant contribution to the Kingdom’s broader tourism landscape.”

Riyadh Air senior vice president of marketing and communications Osamah Alnuaiser said:

“It’s a privilege for us to sign such an important partnership agreement with AlUla.”

“As a major Saudi tourist destination, AlUla already offers such rich and unique experiences to visitors while continuing to enhance its tourism offerings and packages. At Riyadh Air, we have no doubt that we are both working towards a shared goal of increasing travelers’ numbers to the Kingdom.”

The cooperation between the two sides will see the delivery of multiple initiatives, including seamless and immersive digital experiences across multiple touch points. In addition, both entities will share and leverage data insights to produce refined content and product strategies for optimal campaign performance, enabling both sides to identify trends and behavioral patterns to produce data-driven decision making and strategies.

Riyadh Air recently celebrated its first anniversary, having signed major agreements and partnerships with global partners, as it continues to build towards its maiden flight in mid-2025. The airline is already playing a key role in contributing to Saudi Arabia’s wider economic diversification and job creation, in line with Vision 2030 goals, as a catalyst for Saudi Arabia’s National Transport and Logistics Strategy. The carrier is projected to contribute to KSA’s non-oil gross domestic product (GDP) growth by $20 billion while directly and indirectly creating over 200,000 new jobs globally and locally, boosting the Kingdom’s tourism in the process.