Saudia’s Confidence in Achieving Vision 2030 Goals: Here’s Why

Saudia is an airline on a transformative journey, driven by ambitious goals to enhance its fleet and expand its global network, ultimately opening the Kingdom of Saudi Arabia to international travelers as a part of the Vision 2030 initiative.

Originally established as Saudi Arabian Airlines in 1945, Saudia now boasts a fleet exceeding 140 aircraft, serving over 100 destinations across four continents.

In the first half of 2025, Saudia transported more than 17.5 million passengers, reflecting a notable 7.2% growth compared to the same timeframe in 2024.

During the recent World Travel Market in London, AeroTime conversed with Saudia’s Chief Commercial Officer (CCO), Arved von zur Muehlen, who emphasized that modernization and transformation are key focuses for the airline.

“We see ourselves as the wings of Vision 2030, focusing on connecting people to KSA. Our objectives are exceptionally ambitious: 330 million guests, 150 million tourists, and 30 million pilgrims. The nation is evolving, and as the airline, we must adapt accordingly,” von zur Muehlen remarked.

While Vision 2030 encompasses more than aviation, it plays a pivotal role in diversifying the economy, empowering citizens, and fostering an inviting environment for both domestic and international investors.

“Vision 2030 signifies change, with tourism being just one of many focal sectors. The initiative aims to enhance the quality of life for Saudi citizens, addressing areas such as education, healthcare, and entertainment,” von zur Muehlen elaborated.

Changing Customer Base

Von zur Muehlen has a strong background in aviation, having held CCO positions at WestJet and Malaysia Airlines, alongside various leadership roles at Qatar Airways, SWISS, and Lufthansa.

He highlighted that the majority of the Saudi Arabian demographic comprises young individuals, with 68% of the population under 30 years old.

This youthful demographic has led Saudia to embrace modernization, exemplified by its rebranding in 2023, which included a new logo, updated aircraft livery, and refreshed cabin crew uniforms.

Mr. Arved von zur Muehlen, Chief Commercial Officer of #Saudia, delivered the welcoming remarks at the gala dinner during #IATAAviationDay MENA 2025 in Jeddah, highlighting Saudi Arabia’s tourism growth and Saudia’s pivotal role in connecting the world to the Kingdom. pic.twitter.com/7CCyi4MMEF

— Saudia Group | مجموعة السعودية (@SaudiaGroup) May 6, 2025

“With 35 million Saudis, we represent the largest market in the Middle East, and a considerable portion of our population is tech-savvy. We previously experienced long queues at our City Ticketing Office, prompting a need for transformation through digital and AI advancements,” von zur Muehlen stated.

Upcoming Aircraft

At the heart of Saudia’s evolution is a plan to receive 116 new aircraft by 2030, including both widebody and narrowbody planes from Airbus and Boeing. This new fleet comprises 21 Boeing 787-10s, 13 787-9s, 62 Airbus A321neos, and 15 A321XLRs.

“It’s a balanced mix. We will be acquiring an aircraft monthly next year, and by 2027, we expect to see one new plane each week,” von zur Muehlen noted.

Regarding the A321XLR deployment, he remarked: “The XLR has the capability for longer flights and features 24 business class seats. While we have not finalized specific routes, its capacity suits our needs for expanded travel options.”

Importance of UK Operations

The UK stands as Saudia’s most significant market regarding flight frequency, with 54 routes connecting the UK and Saudi Arabia. Notable destinations include Birmingham (BHX), Manchester (MAN), London-Heathrow (LHR), and London-Gatwick (LGW).

Recently, in November 2025, Saudia introduced a new service with three weekly flights between Dammam King Fahd International Airport (DMM) and Heathrow.

“The UK currently represents our most vital European market. We are witnessing significant interest in the Kingdom, given the considerable number of Saudis residing in the UK. This dynamic fosters both direct and connecting traffic from the UK to various destinations,” explained von zur Muehlen.

He elaborated: “Our strategy prioritizes direct traffic, with connecting flights supplementing our services. Ideally, we aim for a 20-25% transfer rate and 75-80% point-to-point traffic.”

In October 2025, Delta Air Lines announced the launch of non-stop flights to Saudi Arabia, set to begin in October 2026. Additionally, Wizz Air recently became the first airline to operate direct flights between Gatwick and Medina.

Despite increasing airline competition in the region, von zur Muehlen welcomes these developments.

“We’ve encouraged Delta to explore the market and are excited about cooperation with Air France-KLM, both of which are SkyTeam partners, as well as our outreach to Virgin Atlantic. We view this as an extension of our partnerships rather than mere competition,” concluded von zur Muehlen.

Network Expansion

Although Saudia continues to broaden its network and fleet, the airline recognizes numerous additional opportunities, particularly in Europe and Africa.

Von zur Muehlen also noted strength in Southeast Asia, particularly in Indonesia, Malaysia, and Singapore, while also eyeing future routes to China “when circumstances allow.”

He expressed interest in increasing flight frequency for existing routes from three times a week to daily servicing.

“Our immediate focus is to deepen our network before expanding its reach. The location of our Jeddah hub provides significant advantages for both Africa and Europe. We are particularly enthusiastic about opportunities in these regions, as well as in the Indian subcontinent and beyond,” he emphasized.

Ultimately, von zur Muehlen believes that increasing aircraft deliveries is essential to unlocking further growth, keeping Saudia aligned with its Vision 2030 objectives.

“Everyone is optimistic. The entire tourism sector is experiencing a surge. The investments being made in tourism, hotels, and infrastructure are substantial. While we remain attentive to market developments, we are currently witnessing rapid growth in both passenger numbers and interest, positioning us on a favorable path to achieve our ambitions,” he concluded.