Saudia Signs MoU with Royal Institute of Traditional Arts at Traditional Arts Forum

Aiming to support and showcase traditional crafts on a global stage

Riyadh: Sunday, January 25, 2026

Saudia, the national flag carrier of the Kingdom of Saudi Arabia, has signed a Memorandum of Understanding (MoU) with the Royal Institute of Traditional Arts “Wrth,” aiming to expand collaboration on projects and initiatives that celebrate traditional arts and enhance their global visibility.

The MoU was signed during the inaugural edition of the Traditional Arts Forum at the King Fahd Cultural Center in Riyadh by Engr. Abdullah Alshahrani, Communication and Media Affairs General Manager at Saudia Group, and Engr. Hamad Alharqan, Deputy for Strategy and Institutional Excellence at the Royal Institute of Traditional Arts.

As part of the partnership, Wrth’s educational and cultural content on traditional arts will be featured across Saudia’s inflight entertainment and AlFursan lounges. The collaboration also extends to national events, where exclusive products celebrating the Kingdom’s rich heritage will be showcased, along with the potential for unique art installations inspired by Saudi culture in select spaces.  

Beyond content and inflight experiences, the collaboration will also include joint participation in exhibitions, conferences, and cultural events both in the Kingdom and internationally. The two entities will work together on community-driven initiatives that promote traditional arts. Additionally, Saudia employees will have access to select seats in Wrth’s specialized training programs, offering in-depth education and hands-on experience in various traditional art forms.

Abdullah Alshahrani said: “Our partnership with Wrth reinforces the significance of traditional arts and the responsibility to preserve their legacy. It builds on previous collaborations, including presenting special souvenirs to our guests on Founding Day and to pilgrims during the last Hajj season. Looking ahead, one of our key priorities is to share these national art forms with the world through Saudia’s flights, which today connect the Kingdom to more than 100 destinations across four continents, with further growth on the horizon as we expand our fleet.” 

Saudia is deeply committed to weaving Saudi identity and culture into every aspect of its services, creating journeys that engage all the senses. This is reflected in the curated local content presented onboard through visual, written and audio formats, the inclusion of authentic Saudi cuisine in its menus, and the use of fragrances and scented towels inspired by the Kingdom’s intangible heritage, along with a variety of other culturally inspired offerings.