Reporting from a Riyadh to London flight, Globetrender hears from Richard Branson about what Virgin Atlantic’s new service to Saudi Arabia signals to LGBTQ+ travellers. Jenny Southan reports

Following the debut of a new daily flight from London Heathrow to the capital of the Kingdom of Saudi Arabia earlier this month, Globetrender joined a press trip to Riyadh in the company of Virgin Atlantic founder Sir Richard Branson.

For people who are familiar with Saudi’s extremely poor human rights record and strict laws against homosexuality and the gender expression of trans people, it is controversial that Virgin Atlantic (an airline that proudly supports diversity) is forming a partnership with the Kingdom, and encouraging tourism to the destination.

In a midnight meeting last night with Crown Prince Mohammed bin Salman Al Saud (also known as MBS), Branson spoke in general terms about the topics of conversation they covered, and reflected on his time in the country.

He said: “Saudi, like very country in the world, has its contradictions but it’s perhaps the most remarkable countries I have visited in my lifetime. The speed of growth of the country is absolutely and utterly extraordinary. The Red Sea [Destination] is something that would have taken certain other countries decades to do.

"I am very impressed with the direction. And people in Saudi are very bullish about the direction it’s going. The country is run like one of the most efficient businesses in the world.”

When asked what he would say to civil rights activists who might criticise the airline for flying to the country, Branson said: “It is a very religious country and it is a country trying to pull people out of poverty, and become a great force in the world. They have a balancing act. They have Mecca, they have millions of people coming to Saudi from all over the world with strong religious beliefs, but I think they are balancing it well.”

He continued: “There are plenty of gay people in Saudi, and they are outwardly gay, but they are not being prosecuted. I think [the crown prince] is moving the country in about as fast a way as he can.”

When Globetrender asked if Branson has had any assurances from the Crown Prince that LGBTQ+ travellers would be safe in Saudi, Branson said: “From talking to gay people who go to Saudi a lot, nobody I know has had any issues. What goes on in hotel rooms is your business. But I didn’t bring it up [with the crown prince] – maybe next summer I should bring it up and talk to him about it. But it’s not like Iran or certain places where I think it would be unwise.”

So Saudi is not looking to catch LGBTQ+ people out? “No,” asserted Branson.

He added: “The progress [Saudi is making] means that it is opening up to so many more people. When I was last there, women all had to have a covered face. Women are now driving cars. Nothing in any country is perfect but I think it is moving in the right direction.”

Branson also pointed out the failings of the US when it comes to human rights. He said: “There are things in America that are not perfect – we campaigned very hard to get capital punishment abolished in the States. There is a guy called Richard Glossip and we have campaigned for 20 years because we believe he is innocent. He’s still alive. Finally, yesterday, he was taken off death row and is awaiting his final trial. I am absolutely sure he will be acquitted.”

In a separate press conference, Ahmed Al Khateeb, Minister for Tourism, said: “Virgin Atlantic’s arrival into Saudi signifies the next chapter in the country’s emergence as a premier global destination. It opens the doors for more tourists from the UK and beyond to discover our diverse landscapes, rich heritage and unique experience. ​

“Saudi is inspiring tourists from across the globe. In 2024 alone, Saudi welcomed 128 million air passengers – marking a growth rate of 15% compared to 2023 – demonstrating our increasing appeal as a leading destination and travel hub."​

“From Riyadh, a thriving hub of events, sports, and lifestyle, to the serene wellness retreats of AlUla and the untouched beauty of the Saudi Red Sea, Saudi is rapidly emerging as one of the world’s most vibrant and sought-after tourism destinations. 

“Virgin Atlantic’s launch into Saudi is more than just a new route—it’s a perfect complement to Saudi’s growing global tourism appeal. With the UK as one of our top priority markets and air travel between our nations forecast to grow by 24% by 2035, this partnership marks a new chapter in connectivity and opportunity.”​

"We look forward to working closely with Sir Richard Branson and the Virgin Group in bringing more visionary tourism offerings to Saudi."

Saudi is the world’s 20th largest economy, the largest in the Middle East with a population of 37 million. In 2023, annual trade between the UK and Saudi was worth £17.1 billion with an ambition to reach £30 billion of trade by 2030. Accordingly, air travel between the United Kingdom and Saudi is forecast to grow 24% between 2019-2035.   ​

In terms of the main focus of its strategy, Virgin Atlantic is mainly focusing on attracting expats and outbound travellers from Saudi who are seeking to visit the UK or connect for onward travel to 12 destinations throughout North America, on Virgin Atlantic and Delta networks, including Atlanta, New York, Los Angeles, Miami, Las Vegas, Seattle, Boston and Detroit. Interestingly, there has been a five-fold increase in Saudis living in the UK between 2000 and 2018.

Riyadh is also home to the Virgin Atlantic’s SkyTeam partner, Saudia, which provides onward connections to Islamabad, Lahore and Karachi in Pakistan. Virgin Atlantic says it “looks forward to deepening its partnership” with Riyadh Air, when it takes to the skies in 2025.

To ensure our Saudi customers feel at home onboard, Virgin Atlantic has installed a specially trained “Riyadh core crew” who have become experts in Saudi culture. Arabic coffee is served as part of the pre departure drinks service, alongside dates in the Upper and Premium cabins. Halal meals are available and the Islamic “Traveller’s Prayer” plays before the safety video.