Red Sea Global (RSG), the developer behind the regenerative tourism destinations The Red Sea and AMAALA, has announced the launch of the first-ever direct flight from Europe to Red Sea International Airport (RSI). Operated by beOnd, the world’s first premium leisure airline, the inaugural service from Milan landed at RSI on November 12, marking a pivotal moment for Saudi Arabia’s growing tourism sector and its Vision 2030 ambitions.
The new route establishes a direct link between Europe and both The Red Sea and AMAALA, offering European travellersseamless access to two of the world’s most exciting new luxury and regenerative tourism destinations. Guests will enjoy beOnd’s signature premium experience along with RSI’s world-class design, shaped by innovation and deep respect for the natural environment.
The launch was celebrated with a special signing ceremony at the TOURISE Global Tourism Summit in Riyadh, highlighting the collaborative spirit of the strategic partners driving this new era of luxury travel.
RSI, operated by daa International, is the gateway to The Red Sea and AMAALA. Developed by RSG with sustainability at its core, the airport and destinations are key pillars of the Kingdom’s ambition to attract 150 million visitors by 2030—an increase from the original target of 100 million. They also support Saudi Arabia’s goal to boost tourism’s contribution to GDP, which has already risen from 3 per cent to 7 per cent since the launch of Vision 2030.
Tero Taskila, CEO and Chairman of beOnd, said: “We’re proud to be the first airline connecting Milan directly to The Red Sea and AMAALA—destinations that perfectly align with beOnd’s vision for premium leisure travel. This route offers an elevated journey to an extraordinary destination. We’re grateful to the General Authority of Civil Aviation (GACA) in Saudi Arabia and Ente Nazionale per l'Aviazione Civile in Italy for their support in making this route possible. We also thank the Saudi Tourism Authority (STA), the Saudi Air Connectivity Program (ACP), RSI and SEA Milan Airports for paving the way to add RSI to our growing network.”
beOnd’s new nonstop service will operate twice weekly, using A320-family aircraft featuring an all–lie-flat configuration designed for the modern premium leisure traveller.
Andrew Tyler-Smith, CEO of RSI, added: “We are thrilled to welcome beOnd as the first airline offering direct service from Europe to The Red Sea and AMAALA. As we expand RSI’s growing network, we are honoured to have strategic partners such as beOnd join us in welcoming travellers from around the world to discover the Saudi Red Sea coast.”
Both The Red Sea and AMAALA are powered entirely by 100 per cent renewable energy, embodying RSG’s commitment to sustainable and regenerative tourism. Each aims to deliver a 30 per cent net conservation benefit to local ecosystems by 2040.