RIYADH: Saudi Arabia’s flag carrier SAUDIA has witnessed the fastest growth in its brand value in the Middle East, recording a 13 percent increase to $500 million in 2022, according to a new report from brand valuation consultancy Brand Finance. The report pointed out that SAUDIA is investing heavily in both its product and service to enhance the customer experience as it welcomes first-time visitors to Saudi Arabia. The Kingdom plans to increase the number of tourists to 100 million and the number of religious visitors to 30 million a year by 2030, the report noted. In the Brand Finance’s Brandirectory annual rankings, American carrier Delta retained the top position as the world’s most valuable airline, with a value of $7.3 billion. The brand value of WestJet increased by 22 percent to reach $600 million in 2022. The Canadian airline has strengthened its brand identity across its home market with the addition of 24 new routes. The brand value of Spanish airline, Iberia, also increased by 36 percent to reach $2 billion. Meanwhile, the brand value of Indian airline, IndiGo, increased by 22 percent to reach $0.7 billion. The Indian airline brands in the ranking have achieved significant growth with 22 percent year-on-year brand value growth, with further potential as the world looks to a post-COVID future, the report added.