Saudia, the official airline and flag carrier of Saudi Arabia, has unveiled its on-ground ‘Let It Fly’ campaign, a new cultural initiative that rewards travellers for supporting local businesses and craftsmanship, transforming their luggage into a suitcase full of stories.
Launching for the New Year, ‘Let It Fly’ is a luggage-sticker programme inspired by Saudi cities, crafts and cultural heritage.
Travellers who purchase selected cultural items receive beautifully designed collectible stickers, with each sticker adding extra baggage allowance to their journey.
At participating stores, every SAR 50 (approximately £10 or $13) spent earns one sticker. Each sticker offers travellers an additional 0.5kg of baggage allowance, up to a maximum of 1.5kg per bag.
The initiative encourages the visitors to the Kingdom Saudia Arabia to take home meaningful cultural pieces without the worry of luggage limits.
Essam Akhonbay, VP of Marketing, Saudia, said, “Let It Fly forms part of Saudia’s broader vision to elevate the passenger experience while showcasing the Kingdom’s cultural richness to a global audience. By combining travel convenience with cultural storytelling, the initiative reflects a new approach to how airlines can connect people, place and purpose.”
The collectible stickers have been designed in collaboration with a curated group of artists, including Craig and Karl, Raphaëlle Macaron, and Nada Sultan, each bringing a distinct visual interpretation of Saudi culture and creativity.
The result is a practical and meaningful way for travellers to support local culture, while turning suitcases into moving cultural ambassadors that carry Saudi stories around the world.
As global travel continues to grow in Saudi Arabia and the Middle East becomes an increasingly popular destination for international travellers, ‘Let It Fly’ taps into a desire for people to connect more deeply with the places people visit.
Rather than mass-produced souvenirs, the initiative champions locally made items that reflect Saudi Arabia’s diverse creative landscape, from regional motifs to traditional crafts.
Let It Fly is now live, with select cultural partners participating across the Kingdom.
Travellers are encouraged to share their cultural finds using #LetItFly, #SaudiaAirlines with exclusive sticker redemptions available at select airports following launch.
