About a year ago, Virgin Atlantic announced plans to launch flights between London and Riyadh. Since operating direct flights from Riyadh in March of this year, Virgin Atlantic has progressively grown its presence in Saudi Arabia, strengthening its commitment to boosting connectivity and establishing itself as a key player in the Saudi Arabia air travel market.
We recently sat down with Justin Bell, Country Manager – Saudi Arabia and UAE at Virgin Atlantic, as he reflected on the airline’s plans to scale up operations in the Kingdom.
Strong Air Travel Demand Propels Saudi Aviation Sector to New Heights
Saudi Arabia’s aviation sector is currently witnessing exponential growth on the back of a substantial surge in international tourist arrivals and domestic travel. In 2024, passenger traffic increased by 15% to over 128 million, driven by a 16% rise in domestic traffic and a 14% uptick in international traffic.
Looking further ahead, visitor numbers will continue climbing as the Kingdom pushes toward its goal of attracting 150 million tourists and ranking among the world’s top five destinations by 2030.
By boosting its flight frequencies, Virgin Atlantic will provide more convenient access, particularly for travelers from the UK, one of the Kingdom’s major European source markets.
“Looking at how much air travel between the UK and Saudi Arabia has grown over the last five years, the opportunity is huge, driven by many segments of travel, whether in the corporate or consumer space. We intend to tap into all these great opportunities that exist here,” Bell added.
As inbound tourism momentum remains strong, Virgin Atlantic is betting on major travel growth between Europe and Saudi Arabia, which is projected to jump by 24% by 2035. The company’s partnerships with AstroLabs have played a critical role in the company’s initial entry into Saudi Arabia’s air travel market.
The private office spaces offered by AstroLabs, as he put it, have served as vital community hubs with like-minded business partners. For Bell, leveraging this vast network has proven particularly crucial for a new entrant seeking a smooth start.
“AstroLabs has also been an incredible support system, not just since Virgin began flying in Saudi Arabia, but even before. We were looking to find a home, not just an office space where you can have a desk and work. We wanted a place where we could be among other like-minded companies, including those entering this market for the first time. It’s a wonderful environment that truly supports our needs and accommodates like-minded businesses with whom we are keen to explore potential opportunities,” Bell illustrated.
Why Virgin Atlantic Expanded to Saudi Arabia
Saudi Arabia’s rapidly growing economy, coupled with ongoing policy and economic reforms, has turned the country into an attractive destination for international investments.
Sharing his insights, Bell said Saudi Arabia’s efficient business environment is further demonstrated by the steady growth in the number of companies that have been ramping up—or planning to ramp up—investments in the Kingdom.
Notably, as of early 2025, the Kingdom is home to 616 regional headquarters (RHQs). UK firms, in particular, are taking a strong interest in Saudi, with UK RHQs hitting 50. Presently, over 1,300 UK companies are operating in the country.
“What excites us most is the transformation we’re seeing in Saudi Arabia. A lot of businesses have moved here in recent years, and we are inspired by the journey the Kingdom is on,” Bell noted. “Vision 2030 has painted an amazing picture of what life in Saudi Arabia will be like. For Virgin Atlantic, Saudi Arabia is a beacon of hope and prosperity for the future, which we are very excited to be part of.”
The airline’s approach to the market emphasizes a long-term view, meaning investing strategically in hiring across departments and deepening ties with local stakeholders.
“In terms of doubling down on our presence here, it’s about leaving no stone unturned, but it’s also about partnerships. Our strength comes from partnerships. Ever since we announced that we were going to start flying between London and Riyadh, we have achieved so much, having built commercial and operational teams that were ready to go when we started flying,” Bell explained.
Strengthening collaborations with key industry players is the cornerstone of the company’s Saudi-specific expansion.
It is worth noting that Virgin Atlantic has a Strategic Cooperation Memorandum of Understanding (MoU) with Riyadh Air, the Kingdom’s new national carrier, with the goal of expanding connectivity through potential codeshares, interline agreements, and network synergy.
Combining a pro-business landscape, a strong aviation sector, and growing travel demand, the country presents limitless opportunities for Virgin Atlantic, making it a vital anchor in the airline’s network.
Virgin Atlantic’s launch in Saudi Arabia exemplifies how the Kingdom has become a magnet for inward investment, with more and more firms looking to set up a business in Saudi Arabia from the UK.
To put this into perspective, in 2024, the UK was among the top markets headquartering businesses with a strong interest to expand into the Kingdom over the short to medium term, based on the findings of our 2025 Saudi Market Entry Report.
While this trend is likely to continue unabated, UK companies are increasingly seeking ways to tap into the opportunities that Saudi Arabia presents, taking resolute strides toward the aim of contributing to the transformation of this competitive yet compelling market.