SAUDIA participated in the second edition of the Saudi Design Festival (SDF) – an annual festival that aims to provide a platform to showcase local designers and talents- through “Design to Progress'' panel discussion attended by HRH Princess Nourah Al-Faisal, Founder and CEO of Adhlal, and Group Chief Marketing Officer, Khaled Tash. The panel session witnessed the announcement of Adhlal as an “Advisory Partner” for SAUDIA to launch “SAUDIA Design Program” initiative. The initiative aims to create new opportunities for the Saudi design community to contribute to creating exceptional experiences for airline’s guests, and providing creative solutions to various challenges in the travel & tourism sector.

The panel discussed several topics and highlighted the importance that SAUDIA places on creative designs, and its efforts to support all initiatives that would enable the creative and talented people in the Saudi community to help in providing exceptional experiences for SAUDIA’s guests that reflect the culture and values of the Kingdom. The collaboration between the two ends will result in developing and supporting the design sector and promote it as a means to inspiration and innovation.

Khaled Tash also shed the light on the upcoming period which will witness the launch of “SAUDIA Design Program” initiative, demonstrating SAUDIA’s commitment to and ambassadorship of the Saudi design community, which in turn will contribute to developing design as a driving force in promoting the key values of the Kingdom of Saudi Arabia. The first cycle of SAUDIA Design Program is expected to take place during Quarter 4, 2023. This initiative will provide opportunities for design students and professionals to contribute to providing inspiring solutions to various challenges in the travel industry.

The second edition of the Saudi Design Festival reveals a new vision that promotes design in all its forms locally and globally. The previous edition of the festival was the birthplace to this collaboration between SAUDIA and Adhlal, which has taken its shape this year.