Saudi Arabia has been a core aviation hub and a key epicentre for tourists, trade, businesses and the Middle East’s Economic powerhouse. The aviation sector has always played a pivotal role in shaping global connectivity, fostering cultural exchange, and powering economic growth. Airports, often regarded as the gateways to countries, facilitate this vital exchange, thus serving as the lifeline for travel and tourism.
Saudi Arabia’s aviation sector contributes to 8.5% of the country’s GDP and supports 1.4 million jobs. The country’s aviation infrastructure is crucial for connecting its cities domestically and globally.
Major international airports include King Abdulaziz International Airport (JED) in Jeddah, King Khalid International Airport (RUH) in Riyadh, King Fahd International Airport (DMM) in Dammam, and Prince Mohammad Bin Abdulaziz International Airport (MED) in Medina.
Regional and domestic airports ensure connectivity within Saudi Arabia’s diverse geography. Some airports, like the terminal at King Fahd International Airport, include dedicated facilities for employees of Saudi Aramco. Saudi Arabia is investing in expanding its airport infrastructure, with projects like King Salman International Airport in Riyadh aiming to increase capacity, boost tourism, and enhance global connectivity.
A Brief Introduction to Riyadh Airports Company
Riyadh Airports Company (RAC) stands as a pivotal institution in Saudi Arabia’s aviation landscape. Riyadh Airports Company (RAC) was established in 2016 as part of the privatisation program of the aviation sector in Saudi Arabia. RAC operates as a state-owned enterprise under the umbrella of Matarat Holding, primarily managing the King Khalid International Airport in Riyadh. This company plays a crucial role in shaping the future of air travel, not only in the capital but across the region.
The founding of Riyadh Airports Company came as part of a strategic move by Saudi Arabia’s General Authority of Civil Aviation. In response to fluctuating oil revenues, the government initiated a broader plan to privatise certain public assets, optimising operational efficiency while encouraging investment in vital infrastructure. By entrusting airport operations to specialised entities like RAC, the Kingdom aims to bolster its economic diversification efforts and enhance the quality of services for millions of passengers passing through its gateways.
In its pursuit of excellence, Riyadh Airports Company continually invests in upgrading its infrastructure, enhancing services, and employing cutting-edge technology. This commitment is evident in its recent marketing initiatives, which have significantly transformed the engaging experience for travellers. It is this relentless pursuit of modernisation and customer engagement that has positioned Riyadh Airports Company as a trusted leader in the aviation sector.
Achievements that Speak Volumes: RAC’s Award-Winning Campaigns
Riyadh Airports Company has recently earned recognition through a series of prestigious awards, including noteworthy titles such as ‘Most Effective Media Engagement Campaign Saudi Arabia 2025 ‘ and ‘Best Airport Marketing Campaign of the Year Saudi Arabia 2025‘. These accolades, awarded by International Business Magazine, are a testament to the company’s strategic approach and innovative methods.
Most Effective Media Engagement Campaign – Saudi Arabia 2025
The award for the ‘Most Effective Media Engagement Campaign Saudi Arabia 2025‘ reflects Riyadh Airports Company’s outstanding ability to connect with its travelers/passengers seamlessly. Utilising integrated marketing communication strategies, the company crafted campaigns that addressed the needs and preferences of travellers. Engaging with multiple channels, including social media, online platforms, and traditional media, the campaign has resonated well with both native and global audiences.
By focusing on storytelling, the campaign illustrated real travel experiences at the airport and demonstrated the customer-centric ways in, Riyadh Airports Company goes above and beyond to ensure seamless journeys. The emphasis on customer narratives not only humanised the brand but also built trust and loyalty among passengers. In an era where consumers crave authentic connections, the campaign struck a chord, solidifying the company’s position in the market.
Riyadh Airports offers extensive advertising opportunities across 270 platforms, including billboards, street-level displays, digital networks, and both fixed and mobile sites. Notably, the billboards updated on King Khalid International Airport (KXIA’s) terminals, access roads and private aviation areas is one of the largest and most prominent globally, spanning 250 meters in width and 12 meters in height.
Best Airport Marketing Campaign of the Year – Saudi Arabia 2025
The accolade for the “Best Airport Marketing Campaign of the Year Saudi Arabia 2025” with International Business Magazine further signifies the emergence of Riyadh Airports Company as a core player in innovative marketing strategies in the aviation sector. This campaign wasn’t just about promoting flights or services but consolidated the rich culture, hospitality, and experiences that Riyadh Airports company has to offer.
Through well-crafted advertisements and promotional material, the campaign showcased the unique values and attributes defining the Kingdom. Furthermore, it utilised visually compelling content, highlighting the scenic beauty of Saudi Arabia, local heritage, and various attractions, enticing travel enthusiasts to explore the destination. This holistic approach has not only amplified awareness about Riyadh as a travel hub but also promoted tourism that directly benefits the local economy.
Riyadh airport company offers outdoor advertising formats like LED billboards and bridge screens, while indoor advertising options include digital screens, gate displays, and digital spheres for full campaign visibility, ensuring brand resonance with travelers.
A Leader Worth Noting – Mr. Yasser Al Sanad
Under the leadership of Mr. Yasser Al Sanad, the journey at Riyadh Airports Company has been nothing short of transformational. As the ‘Marketing & Corporate Communications Leader of the Year for the Middle East in 2025‘, Al Sanad’s vision has been integral to the company’s recognition on both domestic and international stages.
Mr. Al Sanad’s strategic insights and emphasis on innovation have revolutionised the operational framework of the company. His ability to harness data-driven insights to develop campaigns that resonate with the audience is commendable. An advocate for leveraging technology, he meticulously integrates advanced analytics to craft personalised experiences for travellers.
Moreover, his leadership fosters a culture of creativity and motivation among the team. He embodies collaboration, encouraging the sharing of ideas and ensuring the team thrives amid challenges. As a result, not only has the company flourished under his mentorship, but it has also garnered trust among travellers and stakeholders.
With nearly twenty years of diverse experience across sectors such as aviation, banking, real estate, infrastructure, and national transformation initiatives, he has played a pivotal role in elevating communication from a tactical function to a strategic executive discipline, focusing on building trust, crafting effective messaging, and fostering institutional unity.
At Riyadh Airports Company (RAC), Al Sanad transformed the Marketing and Communications (MarCom) function into a vital component of institutional trust, creating a cohesive framework that integrated executive communication, stakeholder engagement, brand management, crisis preparedness, protocol leadership, and audience-focused campaigns under a unified strategic vision.
The Future Ahead
Looking forward, the Riyadh Airport Company envisions to propel the aviation sector further. In alignment with the country’s Vision 2030, the company aspires to boost the operational efficiency and passenger experience together. The forthcoming initiatives promise the introduction of new technologies and infrastructure improvements aimed at meeting the increasing demand for air travel.
An upcoming focus on sustainable practices is also on the horizon, with the company planning to adopt eco-friendly solutions throughout its operations. Initiatives to promote environmental sustainability reflect the growing understanding of responsible tourism and corporate social responsibility, which enhances Riyadh Airports Company’s image as a conscientious leader.
Riyadh Airports Company is also geared towards further engaging with local and global stakeholders to strengthen its position as a connector for tourism. Formulating strategic partnerships with tourism authorities, local businesses, and travel agencies will be pivotal in showcasing the charm of Saudi Arabia and attracting more visitors.
Conclusion
In conclusion, the Riyadh Airports Company stands as a prominent example of how an organisation can transform its operations through innovative marketing and effective communication strategies. The recognition it has received through these awards depict its remarkable ability to connect with its audience and promote the vibrant experiences available in Saudi Arabia.
Under the dynamic leadership of Mr. Yasser Al Sanad, Riyadh Airports Company is not only raising the bar for airport management but is also significantly contributing to the growth of the travel and tourism sector in the region. As the company looks to the future, it is clear that its dedication to excellence, innovation, and sustainability will continue to shape the landscape of aviation, ensuring that Riyadh remains a vital lifeline for travellers worldwide.
The journey ahead promises exciting developments, and with each award, Riyadh Airports Company forges a stronger connection to its travellers/passengers, inspiring a new generation of travellers to explore the rich tapestry of experiences that await them in Saudi Arabia.
Article by International Business Magazine
