Saudi Arabia’s national flag carrier, Saudia, showcased its new brand identity and livery at a significant event in Jeddah, attended by esteemed dignitaries, media representatives, and aviation experts. This modernised brand identity aligns with a comprehensive digital transformation strategy, underlining Saudia’s commitment to support Vision 2030, an initiative to attract the world to Saudi Arabia.

The rebrand marks a pivotal moment for Saudia, introducing innovative customer service concepts with a strong digital emphasis and a focus on enhancing the guest experience by celebrating Saudi culture. This transformation amplifies Saudia’s national identity, reimagining all products and services to engage all five senses, promising guests an authentic Saudi experience throughout their journey. A distinctive fragrance, sonic identity, locally inspired cuisine, all crafted by skilled Saudi artisans, contribute to this genuine experience. The rebrand reflects Saudi Arabia’s welcoming spirit, leaving guests with a profound sense of the country’s warmth and hospitality while fostering a deeper appreciation of Saudi culture for both nationals and visitors. Additionally, the rebrand includes updated uniforms for cabin crew and ground staff.

The brand’s new colour identity, featuring green, blue, and sand, signifies Saudia’s intent to expand its fleet and connect the world to Saudi Arabia, emphasising the Kingdom’s authenticity and deeply rooted values. Concurrent with the rebrand, Saudia has launched an extensive digital transformation, revolutionising the customer digital experience. Notably, Saudia leads among international airlines in implementing generative Artificial Intelligence (AI) as a virtual assistant named “SAUDIA,” a pioneering step in the region. By the year’s end, guests will complete transactions efficiently through this cutting-edge process.

This ambitious digital transformation not only enhances the customer experience but also streamlines operations and processes while prioritising the security of guests’ personal data through strong partnerships with leading global companies. Engr. Ibrahim Al-Omar, Director General of Saudia Group, expressed excitement about this new era for Saudia, tracing the airline’s growth from a Douglas DC-3 aircraft to a modern fleet serving over 100 destinations, making it one of the largest airlines in the region.

Saudia’s name and logo are ingrained in the Kingdom’s aviation history, evoking a special emotional connection with the brand for its people. The new brand identity preserves this rich heritage while incorporating elements that showcase Saudia’s visionary approach, poised to captivate the world. Beyond unveiling a new look and a comprehensive digital program, Saudia is actively contributing to the advancement of Saudi Arabia’s Vision 2030, collaborating with industry stakeholders to achieve the National Aviation Strategy’s targets. This strategy aims to position Saudi Arabia as a global industry leader, enhancing the customer experience, improving safety, and working towards a sustainable future, aligning with Saudia’s expansion goals to attract around 330 million visitors to the Kingdom by 2030.