The Arab Aviation Summit 2025, held in Riyadh on 17–18 February, brought together aviation and tourism leaders from across the Middle East and beyond. Under the theme “Uniting Leaders, Building Tomorrow: Advancing Global Aviation,” the summit became a powerful platform to spotlight Saudi Arabia’s ambitions to become a global aviation powerhouse.

As Gulf countries continue to invest heavily in infrastructure, connectivity, and sustainability, the event offered key insights for brands looking to engage with the growing number of passengers travelling through the region’s leading airports. For those in the world of advertising, especially airport advertising, the outcomes of this year’s summit point to an exciting and transformative future.

Saudi Arabia’s Vision: $100 Billion for a Global Aviation Hub

Saudi Arabia made headlines with its commitment to invest $100 billion into its aviation sector as part of its Vision 2030 strategy. The goal is nothing short of ambitious: to handle 330 million passengers annually, expand airport infrastructure, grow national carriers, and position Riyadh as a major international transit hub.

This transformation includes massive projects like the new King Salman International Airport, expected to be one of the largest in the world once complete. For global brands, this means one thing: footfall is about to skyrocket, and airport advertising real estate will become more valuable than ever.

Three Major Themes from the Summit

1. Sustainability in Aviation

Sustainability took centre stage, with airline CEOs and government officials stressing the importance of greener operations. Innovations in Sustainable Aviation Fuel (SAF), AI-powered logistics, and low-emissions infrastructure were all heavily discussed.

The drive toward carbon neutrality in aviation is not just good for the planet—it signals a shift in how brands position themselves in premium airport environments. Travellers now expect eco-conscious messaging, and airports across the Gulf are responding by offering digital and sustainable advertising formats.

2. Boosting Regional Connectivity

The summit also explored how increased connectivity across the Middle East will support the wider tourism ecosystem. With the MENA region aiming to attract 500 million tourists by 2050, airlines are expanding routes, governments are easing visa processes, and airports are being redesigned to serve as lifestyle hubs—not just transit points.

For advertisers, this means more opportunities to engage passengers during longer dwell times, particularly in retail, luxury, and family travel segments.

3. Investment and Public-Private Partnerships

The Saudi government used the event to court aviation investors. New tenders, incentives for foreign firms, and PPP (public-private partnership) frameworks were showcased as part of a broader push to open the sector to global players.

This climate of investment bodes well for airport media owners and global brands looking to secure long-term partnerships across multiple terminals and countries.

Why This Matters for Airport Advertising

The outcomes of the Arab Aviation Summit 2025 are not just important for airlines and infrastructure developers—they are crucial for advertisers seeking high-impact, premium inventory in one of the world’s fastest-growing travel markets.

Airports like Dubai International (DXB) and Zayed International (AUH) already rank among the busiest globally, and with Saudi Arabia now in acceleration mode, GCC airports are set to become even more competitive arenas for brand engagement.

Whether your brand is looking to connect with business travellers, high-net-worth individuals, or a broader family audience, airport environments offer unmatched targeting, visibility, and prestige.

Gulf Airport Advertising: Your Gateway to the Region

At Gulf Airport Advertising, we help brands navigate the complexities of multi-airport media planning across the GCC. From exclusive lightbox placements at DXB, to digital billboards in Riyadh and Doha, we provide end-to-end support—from strategy to execution.

By staying close to regional developments like the Arab Aviation Summit, we ensure your campaigns are not just reactive—but proactively positioned for future success.

In summary, the Arab Aviation Summit 2025 confirmed what many in the industry already suspected: the Gulf region is on track to become one of the most influential aviation and advertising markets in the world. With traffic on the rise and infrastructure expanding fast, now is the time for brands to secure their place inside the terminals that will define tomorrow’s global travel experience.