Vision 2030 ambitions take flight as national air freight leader teams up with Saudi Export Authority to elevate Kingdom’s trade footprint
In a bold push to extend the global reach of Saudi-made goods, Saudia Cargo has officially launched its new initiative — aptly named “BEYOND” — aimed at boosting the Kingdom’s export footprint under the umbrella of Vision 2030.
The campaign’s core ambition? To position Saudi Arabia not just as a regional logistics hub, but as a leading global player in international trade.
With these words, the Kingdom’s top air freight carrier is signaling a more assertive, export-driven era for the Saudi economy.
Trade, Reimagined
The BEYOND campaign is more than just branding — it’s a strategic move to align the company’s operations with the Kingdom’s broader economic transformation goals.
As part of the Vision 2030 blueprint, which aims to diversify the economy away from oil, Saudi Arabia has been heavily investing in manufacturing, mining, renewable energy, and digital industries. For those sectors to thrive, global connectivity is essential — and that’s where Saudia Cargo is looking to lead.
“We’re going beyond just air freight,” said a senior Saudia Cargo official familiar with the campaign rollout. “This is about redefining how Saudi products are introduced to international markets — with speed, efficiency, and pride.”
The company saw 14% year-on-year growth in cargo exports in 2024 — momentum it hopes to accelerate through new partnerships and digital infrastructure.
Teaming Up for Impact
BEYOND is a collaborative effort involving the Saudi Export Development Authority and the government-backed “Saudi Made” initiative — both of which are integral to Vision 2030’s non-oil export strategy.
The “Saudi Made” program, launched in 2021, certifies domestically manufactured products and provides global marketing support. Through its partnership with Saudia Cargo, those products can now be promoted and transported under a unified national logistics banner.
This collaboration creates a streamlined channel for Saudi manufacturers — from Riyadh-based electronics firms to Al-Khobar’s food producers — to deliver goods to key global markets across Europe, Asia, and Africa.
According to campaign materials shared by Saudia Cargo on the X platform (formerly Twitter), the initiative aims to “inspire pride in local products, foster trade relationships, and elevate the perception of Saudi quality worldwide.”
Global Reach, Local Roots
At the heart of BEYOND is a messaging pivot that emphasizes Saudi national identity. The campaign seeks to brand Saudi exports not just as competitive — but as aspirational.
That means more than logistics. It involves narrative, image, and consistency.
Campaign visuals released on social media and airport displays showcase Saudi products in motion: date boxes on pallets bound for European grocers, medical equipment en route to North Africa, and climate-resilient construction materials heading to Southeast Asia.
One senior executive said the strategy is “about exporting the Saudi story — innovation, efficiency, quality — one shipment at a time.”
To support this narrative, Saudia Cargo is upgrading its digital cargo management systems, expanding real-time tracking capabilities, and working on integrating AI-powered logistics optimization tools to reduce delivery times and costs.
Strategic Timing
The BEYOND campaign comes at a time of accelerating reforms in Saudi Arabia’s logistics sector.
Earlier this year, the Kingdom unveiled a $10 billion logistics master plan to support new industrial zones, increase port capacity, and digitize customs processes. This includes expanding Riyadh’s King Khalid International Airport’s cargo terminal and enhancing cold chain infrastructure to support pharmaceutical and agricultural exports.
In this broader context, Saudia Cargo’s campaign is both timely and necessary.
“Saudi Arabia doesn’t just want to be part of global trade — it wants to shape it,” said a logistics analyst with London-based consultancy Global Supply Chain Monitor. “BEYOND gives the private and public sectors a shared vehicle to drive exports forward.”
What’s Next?
As part of the campaign rollout, Saudia Cargo plans to:
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Host global trade forums and business matching events in coordination with the Saudi Export Development Authority.
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Offer preferential cargo rates and bundled services for certified “Saudi Made” companies.
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Launch a BEYOND-branded cargo product line, starting with routes to Frankfurt, Shanghai, and Johannesburg.
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Provide customs pre-clearance services at select overseas airports for Saudi goods.
There are also plans to extend the campaign into e-commerce logistics, helping small and medium-sized businesses (SMEs) ship directly to consumers abroad — a key growth area identified in Vision 2030.
A Cargo Carrier With a Cause
Founded in 2007 as a subsidiary of Saudi Arabian Airlines, Saudia Cargo has evolved into one of the Middle East’s leading air freight operators, serving over 45 international destinations and handling thousands of tons of goods each year.
But the BEYOND campaign marks a strategic turning point. It’s not just about moving boxes anymore. It’s about representing a country on the move.
In many ways, the campaign reflects the broader national mood: confident, outward-looking, and ambitious.
“Saudi Arabia is thinking big,” said a logistics executive at the recent Future Aviation Forum in Riyadh. “And BEYOND is a clear sign they’re thinking globally.”
