Saudia Enriches In-Flight Entertainment with Cultural Content from Thaqafeyah

As part of the airlines’ ongoing efforts to showcase Saudi culture

Jeddah, 5 May 2025

Saudia, the national flag carrier of Saudi Arabia, has announced a strategic partnership with Thaqafeyah, a Saudi cultural channel. This collaboration brings a curated selection of cultural programs to Saudia’s BEYOND in-flight entertainment platform, offering guests an immersive journey into the Kingdom's traditions and artistic expressions.

The agreement was signed by Ayman Abuljadayl, General Manager of Products and Operations at Saudia, and Mahdi AlJabri, Strategy and Business Development Manager at Thaqafeyah.

This partnership reflects Saudia's dedication to showcasing local content and supporting national cultural initiatives, aligning with the Kingdom's Vision 2030 objectives. It also resonates with Saudia Group’s new era, which aims to engage the senses of guests and immerse them in the richness of Saudi culture.

Rossen Dimitrov, Chief Guest Experience Officer at Saudia, said: “Showcasing Saudi culture is at the heart of how we shape the guest experience. By bringing Thaqafeyah’s cultural programs to our BEYOND platform, we’re offering our guests a deeper, more meaningful connection to the Kingdom’s heritage. This partnership is part of Saudia’s broader commitment to delivering authentic, engaging content that reflects the richness of Saudi Arabia to the world”.

Malek AlRougi, General Manager of Thaqafeyah, said: “Thaqafeyah was created to celebrate and share the stories, art, and heritage of Saudi Arabia. Partnering with Saudia enables us to extend this mission beyond borders, reaching travelers in the skies with content that reflects the Kingdom’s cultural vibrancy and evolving identity.”

BEYOND, Saudia’s innovative in-flight entertainment system offers an immersive and interactive experience, featuring over 7,000 hours of HD content tailored to a wide range of guest preferences and age groups, available in 16 languages.