Initiative aims to raise awareness and appreciation of AlUla’s rich cultural heritage, company says LONDON: Saudia Airlines announced it is brining AlUla FM radio to its onboard entertainment as part of a strategic partnership with the Royal Commission for AlUla. Announced on Monday, the new initiative aims to raise “awareness and appreciation of AlUla’s rich cultural heritage among passengers and those intrigued by Saudi Arabia’s offerings,” the companies said in a statement. “AlUla’s rich stories and deep cultural legacy are taking flight with Saudia,” said Abdulrahman Altrairi, chief communications and PR officer, and official spokesperson for the RCU during a presentation with Khaled Tash, Saudia’s group chief marketing officer. “Our new agreement promotes cultural heritage, RCU partnership network and invites new audiences to join in the expansion of AlUla as a global destination and AlUla FM as an audio platform.” The Saudi national carrier said that AlUla FM is now accessible on all flights through the airline’s “Beyond” inflight entertainment system, in what the radio described as a major advancement in its evolution as an audio platform. Since its official launch in 2020 under the banner “The Sound of Arabia,” AlUla FM has served as a platform for the promotion of AlUla, broadcasting local narratives to an international audience through regular and seasonal shows and programs.