SAUDIA, Ithra collaboration will highlight history of aviation in the Kingdom
The collaboration will focus on spreading awareness about Ithra’s cultural activities and making its cultural and creative content accessible to the public.
Saudi Arabian Airlines (SAUDIA) and the King Abdulaziz Center for World Culture (Ithra) have signed a preliminary memorandum of understanding (MoU) for a strategic cooperation.
The agreement reinforces Aramco’s initiatives to engage Ithra as a consultant in developing an interactive center that highlight SAUDIA’s corporate history and the history of aviation in Saudi Arabia.
Signed at Prince Sultan Aviation Academy in Jiddah, by Khaled Tash, the Group Chief Marketing Officer of SAUDIA, and Talal Al-Marri, general manager of Public Affairs at Aramco, the agreement includes various projects that help enrich and broaden cultural and intellectual content.
The collaboration will focus on spreading awareness about Ithra’s cultural activities and steps to make its cultural and creative content accessible to the public through the in-flight entertainment system on SAUDIA’s aircraft, as well as launching holiday packages that promote and encourage cultural tourism. Also, SAUDIA will adorn one of its aircraft with Ithra livery.
“Our new strategy to bring the world to Saudi Arabia complements Ithra’s position as a window to global experiences,” Khaled Tash, SAUDIA’s Group chief marketing officer. “This agreement facilitates the exchange of expertise and benefits, and utilizes the assets of the Kingdom’s national flag carrier and a cultural icon. It is undoubtedly, a privilege to have Ithra as our consultants, given their undeniable success in showcasing the Kingdom’s energy and oil history.
Saudi Arabian Airlines (SAUDIA) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company is one of the Middle East’s largest airlines. Recently, the organization received the prestigious World Class designation by the Airline Passenger Experience Association (APEX) and maintained its ranking as a Global Five-Star Major Airline. The carrier was also named the World’s Most Improved Airline in 2021 by Skytrax.
"More opportunities for collaboration will surely emerge as we move forward and introduce the latest products and services to our guests,” Tash added.
The partnership will broaden the scope of Ithra’s high-quality programs. It will also help in reaching those who are curious to explore the world of creativity around the globe.
— Talal Al-Marri
“We are always looking for opportunities to add content, inspire great minds, and create new and interactive experiences. With this partnership, we will be doing even more to support the Kingdom’s cultural tourism and empower the cultural, knowledge, and recreation sectors," Al-Marri added.
Establishing national and global partnerships
The partnership is part of Ithra’s ongoing efforts to establish national and global partnerships that enhance collaboration with like-minded institutions, improve the quality of living, and provide a unique space for sponsoring creatives and enriching their communications.
Ithra, a major initiative of Saudi Aramco, is a cultural and creative platform that strives to inspire people in Saudi Arabia and abroad. Through its 10 facilities, the center aims to promote new experiences that bring out the best in people’s minds and offer them the best knowledge in the world.
SAUDIA and Aramco are two of the Kingdom’s oldest existing corporations. Both companies were established during the reign of the late King Abdulaziz Al Saud, the country’s founding father.
Through almost a century of Saudi Arabia’s history, the two companies have been instrumental in the nation’s growth and development. Today, SAUDIA is a world-class airline that has been a key player in establishing air travel in the Middle East as well as an influential member of multiple global aviation authorities. Aramco is the world’s largest energy producer today.