Buying souvenirs for family and friends often involves a recurring dilemma for any traveler: the luggage limit. The national airline of Saudi Arabia has decided to turn that problem into an opportunity with “Let It Fly”, an initiative developed together with Publicis that rewards passengers who buy local products with extra kilos of luggage on their flights with Saudia.

At participating retailers, every 50 Saudi riyals spent on products made in the country translates into one sticker. Each of them adds 0.5 kilos of additional baggage allowance, up to a maximum of 1.5 kilos per suitcase. The result is greater scope to bring souvenirs without worrying about extra costs or weight restrictions when flying.

The stickers thus fulfill a functional role, but they also become creative support. They have been designed by Middle Eastern artists such as Craig & Karl, Raphaëlle Macaron and Nada Sultan, and incorporate Saudi cultural references such as roshan windows or traditional Al Saud fabrics.

Under the slogan “Let It Fly”, the initiative alleviates a common point of friction in the travel experience and, at the same time, encourages the consumption of local crafts and design. Compared to generic souvenirs, the proposal focuses on objects that reflect Saudi creative diversity, from regional motifs to traditional techniques, reinforcing the link between the visitor and the destination.

“Let It Fly” is part of Saudia’s vision to elevate the passenger experience while showcasing the Kingdom’s cultural richness to a global audience.”explains Essam Akhonbay, Vice President of Marketing at Saudia. “By combining convenience and cultural storytelling, we propose a new way to connect people, place and purpose.”

With tourism in Saudi Arabia at all-time highs and the Middle East establishing itself as an international destination, the initiative facilitates travel while supporting local businesses and artists.