A new player is lining up for takeoff in the competitive skies of aviation in the Gulf.
Riyadh Air, the Kingdom of Saudi Arabia’s bold aviation venture, plans to launch commercial operations in late 2025.
Backed by the country’s sovereign Public Investment Fund and led by former Etihad CEO Tony Douglas, the airline aims to establish itself as a premium global carrier.
Riyadh Air promises to redraw the competitive landscape, introduce fresh energy into a maturing market, and push the region’s carriers to innovate even further.
The Big Three: Stalwarts of Gulf Aviation
For nearly two decades, Emirates, Qatar Airways, and Etihad have shaped long-haul travel through the Gulf.
They transformed sleepy desert hubs into sprawling global transit points, connecting continents through their respective mega-hubs in Dubai, Doha, and Abu Dhabi.
Emirates became the gold standard in scale and luxury, Qatar Airways cultivated a reputation for top-tier service, and Etihad focused on niche markets and partnerships.
Together, they changed global air travel and turned the Gulf into an aviation powerhouse.
Yet, they all relied on similar hub-and-spoke models. None of them truly served large local markets.
That’s where Riyadh Air changes the script.
Riyadh Air: Built for a Different Purpose
Saudi Arabia isn’t just another Gulf country with oil wealth and infrastructure ambition.
It has a population of over 35 million, significantly larger than the UAE and Qatar combined.
More importantly, it possesses untapped point-to-point demand: domestic, regional, and international.
Riyadh Air won’t just be a connector. It will serve a market with organic traffic, not just transiting passengers.
The airline slots into Saudi Arabia’s grand Vision 2030 strategy, which seeks to diversify the economy and reduce reliance on oil.
Saudi Arabia: Tourism a Distinct Node of Vision 2030
Tourism sits at the heart of that vision.
Riyadh Air will serve as both a catalyst and a symbol of this transformation.
Already, the Kingdom is pouring billions into giga-projects like NEOM, AlUla, and the Red Sea resorts.
Riyadh Air’s arrival provides a vital link between those destinations and global source markets.
Its focus on Riyadh, rather than Jeddah, which is the traditional entry point for pilgrims, marks a deliberate shift.
This isn’t just about Hajj and Umrah. It’s about luxury tourism, business travel, and global connectivity.
Competition or Cannibalism?
Some sceptics argue Riyadh Air risks cannibalising the region’s aviation industry.
They claim the market cannot absorb another full-service carrier with global aspirations.
That view underestimates both the size of Saudi Arabia and the evolution of travel demand.
Rather than take passengers away from Emirates or Qatar, Riyadh Air will likely stimulate new demand.
Tourists who once saw the Gulf only as a transit zone may now consider it a destination: first Riyadh, and then beyond.
Travellers who previously connected through Dubai or Doha may now fly direct to Saudi Arabia, expanding the region’s aviation footprint instead of shrinking it.
Ramifications: Emirates, Qatar Airways, and Etihad?
Of course, the Big Three won’t sit idle.
Emirates has already ramped up capacity post-pandemic and is refreshing its fleet with next-generation aircraft.
Qatar Airways continues to grow its network and deepen strategic partnerships.
Etihad, after years of retrenchment, is gradually rebuilding with a leaner but more focused model.
Riyadh Air’s entry forces them all to stay sharp. It injects a fresh dose of competition into a market that was beginning to mature. And that’s good for passengers, airports, and the broader economy.
Challenges Ahead, the Newcomer
Riyadh Air carries promise, but it also faces enormous pressure.
Starting from scratch, it must build brand recognition, secure global slots, train crews, and fine-tune its business model, all while competing against airlines with decades of experience.
Unlike its Gulf peers, Riyadh Air launches in an era where sustainability, geopolitics, and cost discipline matter more than ever.
It must balance luxury with efficiency and avoid the pitfalls that plagued Etihad’s earlier expansion drive.
Saudi Arabia’s image abroad remains a challenge too.
While the country has opened up socially in recent years, some travellers remain hesitant because of human rights abuses, a death penalty, and conservative limitations unlike it's Emirati brother with Dubai a hub for Western tourists.
Riyadh Air must work hard to project inclusivity and appeal to a global customer base.
A Rising Tide Lifts All Wings
Rather than undermine the Gulf aviation ecosystem, Riyadh Air could enhance it.
Its success would validate the region’s continued relevance in global aviation and shift perceptions of Saudi Arabia from a closed kingdom to a modern, connected destination.
Emirates will likely double down on scale and experience. Qatar Airways will continue to lead with quality and alliances. Etihad, cautiously reemerging, may carve out a role as the most sustainable and boutique of the four.
Riyadh Air won’t replace the Big Three. Yet, it can make them better.
And that’s exactly the kind of competition the region and aviation geeks deserve.
Keep up with Daily Euro Times for more updates!
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