Saudia's Vision 2030 Takeoff: Branding Beyond Flights at WTM London

London, UK – November 4, 2025 – Saudia, the national flag carrier of Saudi Arabia, is making a bold statement at this year’s World Travel Market (WTM) in London. Beyond showcasing its expanding network and young fleet, the airline is unveiling a broader vision – one that extends far beyond simply transporting passengers. Saudia’s presence at WTM signals an ambitious push to diversify revenue streams, elevate the pilgrim experience, and position itself as a key enabler of Saudi Arabia’s Vision 2030.

For decades, Saudia has been synonymous with connecting the Kingdom to the world. However, the airline is now actively transforming into a multi-faceted brand, investing in lifestyle offerings and innovative services that cater to both leisure and religious travelers. This strategic shift is evident in the launch of “SV by Saudia,” the airline’s newly unveiled fashion and lifestyle brand, prominently displayed at its WTM pavilion (Stand No. S8-520).

Beyond the Flight: Diversifying Revenue with ‘SV by Saudia’

The introduction of ‘SV by Saudia’ marks a departure for the airline, venturing into a competitive market dominated by established lifestyle brands. While details remain limited, the brand debuted at Riyadh Fashion Week and appears to focus on contemporary designs inspired by Saudi culture. “The airline sees an opportunity to capitalize on growing demand for authentic Saudi products and experiences,” explains one industry analyst. “It's a calculated risk, but one that aligns with the Kingdom’s broader efforts to promote its cultural heritage.”

The airline isn't alone in this pursuit. Several global carriers, including Singapore Airlines with its KrisShop, have successfully launched branded merchandise and lifestyle products. However, Saudia's approach appears more comprehensive, aiming to create a fully-fledged lifestyle brand that resonates with both Saudi nationals and international visitors. The success of ‘SV by Saudia’ will depend on its ability to differentiate itself in a crowded market and build a strong brand identity.

Elevating the Pilgrim Experience: Innovation in Hajj & Umrah Services

Saudia’s commitment to enhancing the Hajj and Umrah experience is another key focus at WTM. Recognizing the importance of religious tourism to the Kingdom, the airline is showcasing a new era of integrated offerings designed to streamline the pilgrimage journey. This includes investments in technology, dedicated customer service, and partnerships with local authorities to ensure a seamless and comfortable experience for pilgrims.

“The Hajj and Umrah sector presents unique logistical challenges,” explains a source familiar with the airline’s plans. “Saudia is leveraging technology to optimize flight schedules, manage passenger flow, and provide real-time information to pilgrims. They're also focusing on improving the overall comfort and convenience of the journey, from pre-flight assistance to on-ground support.”

This dedication to improving the pilgrim experience is particularly noteworthy given the Kingdom’s ambitious goal of attracting a larger share of religious tourists. By investing in innovative services and personalized experiences, Saudia is positioning itself as a preferred partner for pilgrims from around the world. The airline is also reportedly exploring the use of biometric technology and digital platforms to further enhance the efficiency and security of the Hajj and Umrah process.

A Vision 2030 Catalyst: Saudia’s Role in Saudi Arabia’s Tourism Boom

Saudia’s presence at WTM comes at a pivotal moment for Saudi Arabia, as the Kingdom embarks on an ambitious economic transformation under Vision 2030. The plan aims to diversify the economy away from oil, attract foreign investment, and develop a thriving tourism sector. Saudia is playing a critical role in this transformation, not only by expanding its network and increasing flight frequency, but also by promoting Saudi Arabia as a destination for both leisure and business travelers.

The airline is actively investing in new routes, particularly to emerging markets in Asia and Africa, and partnering with tourism boards to promote Saudi Arabia’s cultural heritage and natural beauty. “Saudia is more than just an airline; it’s a national asset,” one observer commented. “It’s the gateway to Saudi Arabia, and it’s playing a vital role in attracting tourists, investors, and businesses to the Kingdom.”

Competition at WTM is fierce, with established players like Emirates, Qatar Airways, and Turkish Airlines all vying for market share. However, Saudia appears confident in its ability to differentiate itself through its unique offerings, commitment to innovation, and strong alignment with Vision 2030.

“The airline understands that simply offering competitive fares is no longer enough,” says an industry analyst. “They need to provide a truly exceptional customer experience, and that’s exactly what they’re trying to do.”

Saudia's expansion is being closely watched by competitors. “They are certainly challenging the established order,” one competitor commented anonymously. “Their investments in new aircraft, technology and brand building are significant, and we are taking them very seriously.”

As Saudia continues to execute its Vision 2030 strategy, it is poised to become a leading force in the global aviation industry and a key driver of Saudi Arabia’s economic transformation. The airline’s presence at WTM London is a clear indication that it is not simply flying passengers – it is building a brand, shaping the future of tourism, and positioning Saudi Arabia as a world-class destination.