In December, Saudi Arabia’s sovereign wealth fund, PIF, acquired a 15% stake in London’s Heathrow Airport, and Saudia, the Kingdom’s national flag carrier, recently inaugurated its first dedicated lounge in Europe at Terminal 4.

Saudia’s launch of their luxury Heathrow lounge demonstrates the Kingdom’s commitment to this vital gateway for both business and leisure travellers and strengthening their travel proposition. Under Vision 2030, the airline’s mandate has expanded from “Bringing Saudi to the World” to "Bringing the World to Saudi Arabia", as Khaled Tash, Saudi’s Chief Marketing Officer, puts it.

The lounge is open to first and business class customers, as well as Gold members of Saudia’s AlFursan loyalty programme, and is designed to immerse guests in a youthful, ambitious, and globally refined, yet culturally rooted, representation of modern Saudi Arabia.

Saudi Arabia is undergoing a profound national transformation and its aviation sector has a key role to play in fostering economic diversification, cultural exchange, and global connectivity. We spoke with Mr Tash to find out more.

Inside Saudi (IS) – How does Saudia’s long-term strategic plan align with the broader goals of Vision 2030, especially in terms of tourism growth and national brand enhancement?

Khaled Tash (KT) – Saudia is proud to be a national enabler of Vision 2030 and is proudly known as the “Wings of Vision 2030”.

As the Kingdom’s national carrier, we play a vital role in transforming Saudi Arabia into a global tourism and logistics hub. Our roadmap supports the objectives of the National Aviation Strategy, including connecting the Kingdom to more than 250 destinations, transporting 330 million guests annually, and receiving 30 million pilgrims by 2030.

Beyond the numbers, our focus is on reshaping the image of the Kingdom in the eyes of the world. Every flight on Saudia is a gateway to discovering Saudi Arabia, carefully designed through our services, design, and hospitality to leave a powerful first impression of this ambitious nation.

Inside Saudi (IS) – Looking toward 2026 and beyond, what are the most prominent milestones Saudia is targeting in its transformation journey?

Khaled Tash (KT) – We are entering a pivotal phase of our transformation, focused on expanding reach and elevating the guest experience. One of the key pillars in this journey is expanding our fleet, with 117 new aircraft on the way, including B787, A321neo, and A320XLR models, alongside refurbishing 15,000 seats to enhance passenger comfort and cabin design.

At the same time, we are strengthening our digital leadership through the phased launch of our GenAI-powered smart travel assistant. This smart platform redefines trip planning by integrating concierge services, booking, and scheduling tools into one seamless experience.

We are also enhancing the luxury experience with amenity kits designed by Elie Saab, an onboard chef program, and 4K OLED entertainment screens. These innovations reflect our ambition to set new standards in aviation and place Saudia among the world’s top five aviation brands by the end of this decade.

Inside Saudi (IS) – How does Saudia contribute to enhancing the competitiveness of Riyadh and Jeddah as regional aviation hubs in the Middle East?

Khaled Tash (KT) – Jeddah is and will remain our primary operations hub. It is our strategic gateway to the Kingdom and a major centre for Hajj and Umrah flights. We are investing significantly in infrastructure, flight frequency, and transfer experiences to make it a world-class transit hub.

At the same time, we work in full alignment with the dual-hub model adopted by the Kingdom. While Riyadh Air focuses on the capital, Saudia continues to serve Riyadh and other cities with a clear role in the broader national connectivity strategy. Our subsidiaries support Riyadh Air in maintenance, training, and catering, strengthening the Saudi aviation sector as a whole. This is not competition: it is cooperation in service of Vision 2030.

Inside Saudi (IS) – What role does Saudia play in redefining the global image of the Kingdom as an open, connected, and modern destination?

Khaled Tash (KT) – We reshape impressions through experience. Every interaction with Saudia is an invitation to discover the Kingdom’s evolution. From our award-winning hospitality teams to our guest experience platforms and global hospitality partnerships, we present a Saudi Arabia that is welcoming, technologically advanced, and globally connected.

At major global events, we tell this story with clarity and confidence. We have also enhanced our global media efforts to ensure the world sees the real Saudi Arabia today: heritage, innovation, and exceptional opportunities.

Inside Saudi (IS) – How does Saudia view its role in fostering national pride and serving the Kingdom as a cultural ambassador?

Khaled Tash (KT) – As the national carrier, Saudia embodies Saudi identity. Our aircraft and crews serve as cultural ambassadors for the Kingdom, offering guests their first glimpse of Saudi hospitality from the moment they board. Every flight is designed to engage the senses from the aroma of authentic Saudi cuisine to the feel of luxurious comfort, the serene atmosphere, and the warmth of the crew.

We are proud to provide an immersive, elegant experience rooted in Saudi values. Saudia is not just an airline: it is a cultural bridge connecting the world to the heart of Saudi.