“Americans aren’t quite sure” about visiting, Bastian said frankly, citing a history of tension between the countries on religious, political, and cultural grounds. But he said that when you come to Saudi Arabia, you see “just an amazing display” of different tourism opportunities and experiences, and stressed that “the people” are truly special, highlighting an “embracing” culture of warm hospitality and authenticity. He added that people have been “amazed” when he tells them that Riyadh is actually one of the favorite places he’s visited in a “very long time,” but he’s willing to be patient.

“It’ll start slow,” Bastian said, noting that it’s the first U.S. airline to have direct service, “but I believe it’s going to gain popularity.” Underlining Bastian’s remarks is the simple fact that Saudi Arabia has just not been easy to visit, a fact that Crown Prince Mohammed bin Salman Al Saud has been working to change with his sweeping Vision 2030 plan to shift the country away from oil dependence and toward tourism, investment, and technology.

A growing hub in the Middle East

Business travel, particularly to Riyadh’s swelling financial district, has grown steadily, making direct connectivity crucial for global corporations, and the kingdom highlighted separately during the Global Forum that it is working hard to attract major multinationals’ regional headquarters. The kingdom has also launched a new national carrier, Riyadh Air, which has partnered with Delta for multiple years, and whose CEO, Tony Douglas, joined Bastian onstage.

Douglas, the former head of Etihad Airways, was appointed in 2023 to lead the launch of the new airline, and he was celebrating the new Saudi national carrier’s first-ever flight, to London’s Heathrow, just the day before. “I had a great night’s sleep last night,” Douglas told Shontell, adding that the nights leading up to the first flight weren’t quite as easy. “There’s nothing better than seeing our aircraft land at London Heathrow, 10 minutes ahead of schedule to mark that very, very special moment.”

Douglas’s hiring in 2023 was part of a wider drive to support the Vision 2030 goal of attracting 100 million visitors a year by 2030. The airline was expected to add $20 billion to Saudi’s non-oil growth and create over 200,000 jobs, Bloomberg reported at the time. The Riyadh Air logo may be familiar to soccer fans, as it’s the new shirt sponsor for Spanish club Atlético de Madrid.

Delta’s new route will connect Atlanta, its largest international gateway, directly to King Khalid International Airport (RUH) in Riyadh. Before this partnership, no U.S. carrier had offered direct service to Saudi Arabia. American and United previously served Jeddah and Riyadh years ago through connections in Europe or joint ventures, but none maintained consistent direct operations.

Delta and Riyadh Air had previously signed a memorandum of understanding on strategic cooperation between the airlines in July 2024, with the goal of introducing a broad range of benefits for customers traveling between North America, the Kingdom of Saudi Arabia, and destinations beyond. “We’re looking forward to building and expanding this partnership in the months and years ahead,” Bastian said at the time. “We appreciate the opportunity to work with the Riyadh Air team and the PIF [Public Investment Fund] as they transform the transportation economy in the kingdom.”