At Routes World 2025, Majid Khan, CEO of Saudi Arabia's Air Connectivity Program, shared valuable insights into the country's aviation and tourism strategies. With Saudi Arabia's Vision 2030 in full swing, the nation is striving to position itself as a global hub for tourism and air travel. Central to this vision is the Saudi Air Connected Program, designed to enhance air connectivity and attract millions of tourists to the kingdom. By 2030, Saudi Arabia aims to host 150 million tourists and achieve 30 million aviation passengers. In this article, we'll explore Saudi Arabia's groundbreaking initiatives to achieve these goals and elevate its global connectivity.
Launched in 2021, the Saudi Air Connected Program is a crucial part of Saudi Arabia's National Tourism Strategy, which aims to make the kingdom one of the most attractive travel destinations globally. The program's primary goal is to improve air connectivity by creating direct flight routes to 33 key source markets worldwide, including Europe, North America, Asia, and GCC countries. With air connectivity at the heart of Saudi Arabia's strategy, the program is designed to make the country an appealing destination for tourists.
Majid Khan emphasized the importance of air connectivity in boosting tourism, noting that without direct flight routes, destinations lose their attractiveness. He compared it to the success of Gatwick Airport, where multiple daily flights increase the appeal of destinations such as Malaga, Spain. Saudi Arabia, being the size of Europe and possessing rich cultural and natural assets, is well-positioned to become a prominent travel hub, especially for Chinese tourists looking for cultural experiences.
Since the inception of the Saudi Air Connected Program, Saudi Arabia has made remarkable progress. Over the past three years, the program has successfully launched 73 direct routes, adding more than 4.5 million seats and attracting 17 new airlines to the country. Among the notable additions are international giants like Virgin Atlantic, Cathay Pacific, and China Eastern Airlines. These successes mark a significant step forward in connecting Saudi Arabia to the world and facilitating smoother, more frequent air travel.
The program's focus on attracting top international airlines has led to increased traffic from several key regions, particularly China. With an ambitious target of welcoming 5 million Chinese tourists by 2030, Saudi Arabia is positioning itself as a hub for Chinese travelers. The kingdom offers not just tourism but a unique cultural and religious experience, including historic sites such as Al Ula, Mecca, and Medina.
As one of the largest outbound travel markets globally, China holds a significant place in Saudi Arabia's aviation strategy. China's outbound travel market generates around 155 million travelers per year, and Saudi Arabia is keen on capturing a share of this demand. Majid Khan noted that Saudi Arabia's location, positioned between East and West, makes it an attractive stopover for travelers heading to Europe or other destinations.
To achieve this, Saudi Arabia has already secured daily flights with China Southern, China Eastern, Air China, and Cathay Pacific, and is working to expand these frequencies. The focus on China is part of a broader strategy to establish direct routes to major outbound travel markets, with a keen eye on both premium carriers and low-cost carriers to cater to diverse traveler needs.
Saudi Arabia's tourism offering is vast, from cultural heritage to luxurious resorts, and the country is uniquely positioned to provide a mix of city breaks, coastal tourism, and religious pilgrimages all within one destination. This appeal is amplified by the ease of travel offered by direct air connectivity.
While Saudi Arabia is focusing on new markets like China, it is also looking to strengthen its connections with Europe and the GCC (Gulf Cooperation Council) countries. The European market, especially in Southern Europe, is essential for increasing tourism, with cities like Madrid, Paris, and Rome frequently visited by international tourists. Through new partnerships with airlines like Air France and Transavia, Saudi Arabia is expanding its reach into these markets.
Additionally, the GCC market is seeing increased traffic as well. Saudi Arabia's regional neighbors offer a significant volume of travelers, and with more direct routes, it aims to connect GCC countries to the vast network of 29 airports in Saudi Arabia. The success of low-cost carriers like Vizier and the expansion of direct flights to Madinah and Jeddah illustrate the growing demand for budget travel options.
One of the key priorities for Saudi Arabia is to continue expanding its aviation network to support its growing tourism and aviation targets. Majid Khan emphasized that Saudi Arabia is not just increasing air connectivity but also investing in building mega airports to accommodate future demand. With a unique geographical location and an untapped market, the country's aviation infrastructure is poised to grow exponentially.
Additionally, the kingdom is focusing on unserved markets to further increase the number of international travelers. Targeting 33 source markets globally, including key regions like North America, Europe, and GCC, is part of the ongoing strategy to build a diverse and robust tourism economy.
While expanding its aviation infrastructure, Saudi Arabia is also mindful of the sustainability of its tourism growth. Sustainable travel practices and responsible tourism are part of the kingdom's broader vision, and Majid Khan discussed the importance of balancing tourism growth with environmental stewardship. As Saudi Arabia strives to attract millions of international visitors, maintaining the balance between development and sustainability will be key to preserving the country's natural beauty and cultural heritage.
With its ambitious goals and strategic initiatives, Saudi Arabia is on track to become a major global hub for tourism and air travel by 2030. Through the Saudi Air Connected Program, the kingdom is making significant strides in increasing direct air routes, attracting international airlines, and providing a diverse array of tourism options. The country's focus on expanding air connectivity, coupled with investment in infrastructure and sustainability, ensures that Saudi Arabia will be a prominent destination for travelers around the world.
As the program continues to evolve, Saudi Arabia's aviation industry is set to contribute significantly to the nation's Vision 2030 objectives, further solidifying its position as a global leader in tourism and connectivity.