LuLu Walkathon to mark Saudi Founding Day, promote sustainability


On the latest Diriyah E-Prix in Riyadh, it was laborious to flee the presence of considered one of System E’s most established companions — Saudi Airways. The Kingdom’s nationwide service has been a accomplice of the all-electric racing sequence since its debut within the Saudi capital in 2018.

Since then, the Kingdom has undergone a cultural revolution that has swept by way of each doable sector, together with enterprise, tourism and sport.

“Have a look at how a lot has occurred in Saudi Arabia over the previous few years, it’s wonderful,” stated Khaled Tash, group chief advertising and marketing officer at Saudia. “We now have System 1, we host so many various soccer, boxing, tennis and different tournaments. The end result of all that is going to return after we host the Asian Cup 2027, Asian Video games 2034, and World Cup 2034 Insha’Allah. I feel the trajectory is at an accelerated price, in all probability unprecedented wherever else on the planet.”

“We’re very lucky as an airline to be related to all the things that’s occurring in Saudi Arabia; we’re very joyful to be in System E for the sixth yr in our partnership with them,” he stated, including: “One of the best is but to return.”

Final yr noticed the partnership with System E take Saudia’s involvement within the sporting sector to an increasing market.

“Final yr we began activating this partnership in different elements of the world,” stated Tash. “It gave entry to cities like Jakarta, Rome, and London, and we’re very pleased with the partnership up to now. It additionally goes very effectively with the sustainability agenda of the world, the nation, and the airline,” Tash stated.

“This yr, we’re going to Berlin as effectively, along with different cities the place we’ve activated globally. We’re very joyful, and happier now that PIF has signed a strategic partnership with System E. I feel what we’ll see within the subsequent yr or so is an elevated stage of partnerships and activations between System E, Saudia and the remainder of the companions.”

Wanting on the larger image, Tash sees the inexperienced shoots of restoration for the aviation business persevering with.

“The yr 2023 was an excellent yr for aviation globally, and really, excellent for us, as we’re virtually again to the conventional ranges of the pre-COVID period,” he stated. “I consider 2024 has so many extra alternatives than challenges. The journey demand is selecting up, the significance of aviation in connecting the world is greater than ever.”

“There’s much more curiosity to go to Saudi Arabia, be it for tourism, for Hajj and Umrah, for enterprise and funding. So, we see numerous alternatives,” stated Tash. “There’s a huge problem when it comes to the provision chain; now we have in all probability numerous considerations with regards to plane deliveries and with regards to spare elements, issues like that, however I feel the gamers within the business are mature {and professional} sufficient. These are huge firms we work with, and we’ll discover options. However I might say aviation has many extra alternatives than challenges transferring ahead.”

Saudia launched a rebrand final yr, and Tash stated that it has been a “an incredible expertise,” which is able to showcase the place the airline is heading.

“Saudia is quickly approaching its eightieth anniversary; we’re an outdated firm but additionally an organization that’s nonetheless related right now and will probably be sooner or later. We’re altering our enterprise mannequin from one which solely targeted on taking Saudi to the world, to bringing the world to Saudi.”

He stated: “We additionally need to play an important function in realizing Imaginative and prescient 2030 and what’s occurring within the nation, so there’s numerous work that occurs between us, the federal government entities, and the personal sector in Saudi Arabia. It revolves round how we could be in synergy with one another so that every one our efforts can’t solely create higher journey alternatives for passengers but additionally higher job alternatives and native content material alternatives.”

The approaching months will see Saudia announce its greatest ever plane order, with 100 extra planes becoming a member of the fleet that’s already awaiting 50 plane to be delivered, in keeping with Tash.

Underneath the brand new rebranding, Saudia can even be one of many first airways to make use of synthetic intelligence — within the type of ChatGPT — to assist prospects navigate its providers.

“We need to change all the things within the journey expertise in order that our prospects can really feel extra enabled in a manner that they’re able to get pleasure from a really genuine Saudi expertise,” Tash added.