Beond, the Maldives-based luxury leisure airline, has launched direct flights connecting Europe to Saudi Arabia’s Red Sea International Airport (RSI), marking the first direct air link between the Red Sea region and the European continent.
The airline, recognized as the world’s first premium leisure carrier, will operate twice-weekly flights between Milan, Italy, and RSI. This development establishes a new avenue for European travelers to access Saudi Arabia’s flagship luxury tourism destinations, The Red Sea and AMAALA.
“The launch of this flight is not just a new route; it is the first direct gateway from Europe to The Red Sea and AMAALA. This empowers RSI to establish high-quality international access while safeguarding the destination’s carrying capacity,” said Andrew Tyler-Smith, CEO of RSI.
RSI currently receives flights from Riyadh, Jeddah, Dubai, Doha, and Milan, with further route expansions planned. Beond selected Milan for its strong luxury travel market and its growing profile as an outbound travel hub. The route is operated using Beond’s all-lie-flat A320 aircraft, designed specifically for luxury leisure travelers. The airline says it may expand to additional European cities as awareness of the Red Sea region continues to rise.
Beond was established through a partnership between the Maldivian Simdi Group and Arabesque, an aviation-focused investment firm. Launched in 2023, Beond aims to redefine luxury air travel and plans to expand its network to 60 destinations, including Paris, Vienna, Dubai, Hong Kong, Taipei, and Singapore.
Observers note that several countries are adopting elements of the Maldives’ tourism model as they develop their own high-end tourism sectors. Some also point out that Saudi Arabia’s Red Sea Project is emerging as a potential competitor to Maldivian luxury tourism.
The Red Sea Project, overseen by The Red Sea Global (RSG), is a key component of Saudi Arabia’s strategy to diversify its oil-dependent economy. Several ultra-luxury resorts under the project have already begun welcoming guests, including Six Senses Southern Dunes, St. Regis Red Sea Resort, Ritz-Carlton Reserve, Grand Hyatt The Red Sea, and Nujuma, a Ritz-Carlton Reserve, with AMAALA’s flagship properties set to follow.
Many of these hotel brands also operate world-class luxury resorts in the Maldives, positioning the Red Sea region as a rising competitor in the global high-end tourism market.
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