Riyadh's cultural boom presents luxury opportunity

What happened Saudi Arabia is accelerating its transformation into a global tourism powerhouse, and its latest move is set to redefine travel in the region. The kingdom announced the launch of Riyadh Air, a new national airline designed to enhance the region’s global connectivity, elevate luxury travel, and drive economic growth. Scheduled to begin operations by late 2025, the airline aims to strengthen Riyadh’s position as an international hub while promoting Saudi culture, heritage, and cuisine. A new crown jewel in Saudi’s tourism strategy Established in March 2023 under Crown Prince Mohammed bin Salman’s leadership, Riyadh Air is backed by the Public Investment Fund (PIF). Since its announcement, the airline has outlined an ambitious expansion plan, including a fleet of 132 advanced aircraft, strategic partnerships with major players like Atlético Madrid and Delta Airlines, and a modern cabin crew uniform reflecting the kingdom’s contemporary identity. As a key component of Saudi Arabia’s Vision 2030, Riyadh Air is expected to contribute to the nation’s goal of attracting 150 million annual visitors by the decade’s end while creating 200,000 new jobs in the aviation and tourism industries. The Jing Take Saudi Arabia is making bold investments to redefine its global identity beyond oil, presenting valuable opportunities for brands, be it connecting with affluent consumers through experiential events or collaborating with local creators. For example, luxury department store Harrods has partnered with Saudi calligrapher Mawadah Muhtasib for a third year in a row to create its Ramadan and Eid al-Fitr campaigns, incorporating her designs into in-store displays, social content, and Eid gifting packaging. Meanwhile, in 2024, Adidas released its first-ever dedicated Saudi collection with Jeddah-born multidisciplinary artist Raghad Al-Ahmad. Titled “Bloom Sky,” the collection features a range of unisex items, including modest fashion pieces like the abaya and hijab, in colorways inspired by the Saudi desert. And now with the addition of its latest national carrier Riyadh, is not only expanding its aviation sector but also showcasing its evolving identity through world-class hospitality, innovation, and strategic global partnerships. Additionally, from April 6 to 13, Saudi Arabia will host the inaugural edition of Art Week Riyadh, bringing together major galleries, collectors, patrons, and artists from around the world. This week-long event, themed “At the Edge,” will showcase works from over 35 local, regional, and international galleries, alongside public talks and performances, positioning the Saudi capital as an evolving hub for arts and culture. A cultural renaissance: Art Week Riyadh and beyond The Visual Arts Commission, responsible for organizing Art Week Riyadh, has launched various initiatives to support this mission, including mentorship and residency programs. The country is also rapidly expanding its arts infrastructure: in December 2024, it opened Diriyah Art Futures, the first institution in the Middle East dedicated to new media art. Over the next five years, it plans to open art museums in AlUla and Jeddah. “Being the ﬁrst of its kind, Art Week Riyadh is a testament to the remarkable progress the country has made in establishing itself within the global cultural narrative, while still preserving its authenticity and showcasing the very best the Kingdom has to offer,” said Saudi curator and art advisor Basma Harasani in a press release. As Saudi talent gains international recognition, it’s not just Saudi Arabia’s economy and reputation that are benefiting — brands are also seizing opportunities to connect with broader audiences across the Arab and Muslim markets. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Riyadh's cultural boom presents luxury opportunity

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Published March 12, 2025

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Riyadh's cultural boom presents luxury opportunity