‍RIYADH — Saudi Arabia’s brand-new national airline, Riyadh Air (RX), has confirmed that it will make its initial flight on October 26, 2025, linking Riyadh (RUH) with London Heathrow (LHR). 

While the airline is using the London-bound flight to test its service—flights are not available to the public yet, the launch marks one of the most anticipated moments in the country’s growing aviation push under Vision 2030, which aims to place Saudi Arabia among the world’s top travel hubs.

A Big First Step

According to the airline, RX will commence daily services to London, followed shortly by flights to Dubai (DXB). However, the first phase won’t be open to everyone. Ticket sales will initially be limited to Riyadh Air employees and staff of Saudi Arabia’s Public Investment Fund (PIF), which owns the airline in its entirety. Wider ticketing for the general public will roll out once operational testing is complete and final approvals are secured.

The first flights are expected to use Boeing 787-9 Dreamliners, a long-haul jet that will serve as the backbone of Riyadh Air’s international operations. The airline has been preparing for months, with aircraft deliveries and crew training underway as part of its pre-launch readiness plan.

Crafting a New Identity

Headed by Tony Douglas, the former Chief of Etihad Airways (EY), Riyadh Air aims to establish a brand that embodies the modern Saudi identity while maintaining alignment with global aviation standards. The airline has already unveiled its loyalty program, called “Sfeer,” and an exclusive “Hafawa” lounge at Riyadh’s King Khalid International Airport, giving a glimpse into what passengers can expect once operations begin.

Its distinctive purple-blue livery, first revealed in 2023, quickly caught attention for standing out from the usual colors of Middle Eastern airlines. Douglas mentioned earlier that RX doesn’t intend to copy regional competitors, but instead aims to offer a distinct experience, one that feels rooted in Saudi hospitality and culture, yet progressive in service and design.

Expansion on the Horizon

Once flights to London and Dubai are established, RX plans to expand rapidly. Saudi state media reported that the airline aims to target over 100 destinations by 2030, covering major cities in Europe, Asia, and North America. The goal is to transform Riyadh into a major global hub, one that can rival other Gulf hubs.

This expansion aligns with Saudi Arabia’s Vision 2030 strategy, which views tourism and transportation as key drivers of growth beyond oil. The government aims to attract 150 million visitors annually by the end of the decade, and having a strong home-based airline is a key part of this ambition.

Still, growth of this kind doesn’t come easy. RX will be entering a crowded market, competing against long-established names such as Emirates (EK), Etihad (EY), and Qatar Airways (QR). Each of those airlines has years of brand loyalty, massive fleets, and a global customer base. To compete, Riyadh Air will have to offer not just excellent service, but consistent reliability and a well-designed network.

Challenges Ahead

Launching a full-service airline from scratch is no small job. Apart from final certifications, Riyadh Air still needs to secure landing slots at Heathrow, one of the world’s most congested airports. Then there’s the pressure of timely aircraft deliveries, something many carriers have struggled with recently due to supply chain delays at Boeing and Airbus.

There are also softer challenges, building passenger trust, maintaining operational precision, and finding the right pricing balance as it enters high-value markets, such as London. For a new airline, even minor delays or customer service issues can significantly impact first impressions.

Yet, with the resources of the Public Investment Fund behind it, RX has strong financial support and an explicit political mandate. That gives it a level of backing most startups could only dream of.

Bottom Line

Riyadh Air is part of a larger transformation underway in Saudi Arabia. The government has been investing heavily in tourism, hospitality, and transport to diversify its economy. Alongside the flag carrier Saudia, the new airline is meant to help turn Riyadh into one of the busiest international gateways in the Middle East.

The airline’s success will also depend on how it integrates with the kingdom’s wider infrastructure plans — from the new airport developments to tourism projects like NEOM and The Red Sea destination. If the timing works out, these efforts could feed into each other, helping Saudi Arabia attract not just connecting passengers, but genuine tourist traffic.

But whether RX can hold its own among the world’s major carriers will depend on how smoothly its early operations run and how well it manages to deliver on expectations. For now, all eyes are on October 26, when one of aviation’s newest names officially joins the skies.

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