IFSA Global EXPO: Saudia Brings Local Flavors to the Global Stage
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Saudia brought the flavors of the Kingdom of Saudi Arabia to the stage at the 2025 APEX/IFSA Global EXPO in Long Beach, California. During a live demonstration, in-flight chef Saad Alorabi plated a four-course menu inspired by its First Suite, which blended Saudi heritage with aspirational fine-dining presentation. The showcase was more than a culinary performance; it was a statement about Saudia’s evolving guest experience philosophy, where cultural storytelling and hospitality are at the center.
Where Tradition Meets Fine Dining
Within the Innovation Pavilion at IFSA Global EXPO, Saudia transformed the stage into a chef’s table. At the heart of the performance stood In-Flight Chef Saad Alorabi, who serves in Saudia’s premium cabins and helps design the airline’s menus. Before joining Saudia, he honed his craft in several high-profile culinary environments, including the Formula 1 STC Saudi Arabian Grand Prix 2023, where he was part of the elite VIP culinary team.
Alongside him was Senior Cabin Attendant Rakan Almutairi, a trained lawyer who now embodies the airline’s ethos of exemplary service and cultural pride. Together, the duo presented a live culinary demonstration, offering guests an exclusive tasting menu inspired by the airline’s First Suite experience on long-haul flights.
“Saudi hospitality […] is warm, abundant, and deeply personal, and it is why our crew are winning hearts around the world.”
“This four-course journey offers a window into the richness of Saudi Arabia’s culinary identity, reimagined for a luxury aviation context. Each dish was chosen to evoke emotion, showcase Saudi ingredients, and reflect the spirit of transformation embodied in Vision 2030,” explained Saudia Chief Guest Experience Officer Rossen Dimitrov.
The tasting began with a traditional welcome: golden Sukkari dates paired with Saudi coffee. This opening ritual led into the amuse-bouche: a warm Medjool date stuffed with goat cheese that mixed sweet and tangy flavors.
Then the chilled appetizer was served. It was a caramelized fig, accompanied by a cranberry and caramelized onion chicken roulade. Served together with apple-celery yogurt, beetroot, and slow-roasted grapes, the dish reflected the Arabian tradition of pairing poultry with fruit.
For the main course, handmade saffron lobster ravioli in a lobster bisque with saffron cream and caviar enhanced the luxuriousness of the menu while rooting the dish story in Saudi history: Saffron symbolizes Arabia’s ancient trade legacy.
The journey closed with dessert: a pistachio and date chocolate mousse layered on a brownie base. By ending where it began, with dates, Saudia reinforced the importance of hospitality, connection and memory, which are all central to Saudi culture.
“Saudi hospitality is our secret ingredient,” said Dimitrov. “It is warm, abundant, and deeply personal, and it is why our crew are winning hearts around the world.” He explained that Saudia’s role is to show the world what Saudi hospitality truly means.
Elevating the Guest Experience Across Cabins
Although the spotlight stayed on the live cooking, Saudia positioned the demo as a window into its broader service philosophy. In premium cabins, in-flight chefs bring restaurant techniques to the skies, while butlers orchestrate privacy and personalized attention. Saudia’s business class has introduced more flexibility with “Dine As You Like,” and even economy class has seen enhancements with improved plating and presentation. The latter led to the carrier receiving the 2024 Skytrax award for Best Economy Class Catering.
This attention to detail extends to Saudia’s non-alcoholic beverage program, which the airline believes is one of the most thoughtfully curated in the aviation industry. Guests in premium cabins can enjoy Jukes Cordialities as a non-alcoholic alternative to wine; celebrate with sparkling Rossino & Bellino; or enjoy a signature date smoothie.
“Each dish was chosen to evoke emotion, showcase Saudi ingredients, and reflect the spirit of transformation embodied in Vision 2030”
The presence of speciality French press coffee from Caffeine Lab – one of the Kingdom’s best roasteries – in premium classes, and a signature brew created for Saudia by Nairobi Coffee for economy-class passengers, reflects the same high level of care. “Each drink, like each plate, tells a cultural story,” explained Dimitrov.
In 2025, Saudia also partnered with ELIE SAAB to debut couture-inspired amenity kits complete with fragrances, skincare products, and pouches designed from recycled materials. The collection has already won multiple awards, reinforcing Saudia’s growing reputation for providing a premium travel experience.
At the same time, its BEYOND in-flight entertainment platform now offers more than 7,000 hours of content, with Apple TV+ originals, Lionsgate blockbusters, and curated Arabic partnerships signaling a balance between global reach and local pride.
Vision 2030 Translated Into Airline Hospitality
Saudia framed its IFSA Global EXPO showcase as both a cultural and culinary statement. By centering the demo around Saudi ingredients, rituals, and people, the airline aligned its service transformation with the Kingdom’s Vision 2030 agenda, which is a program designed to diversify the economy, expand tourism, and reintroduce Saudi heritage to the world.
As the Kingdom’s flag carrier, the airline aims to carry that transformation into the cabin, offering guests an experience that is both authentic and luxurious. The demonstration reflected this vision. Chef Saad offered a modern take on traditional Saudi ingredients, while Rakan showed the warmth and professionalism of the crew, whom Dimitrov called “the most memorable part of the journey.” Their presence highlighted that Saudia’s service transformation relies as much on people as on products.
Saudia’s presentation struck a balance between performance and realism. Plating mirrored galley conditions, service choreography reflected real cabin practice, and narrative tied each element of the menu back to culture. Rather than a spectacle, the showcase felt like a working preview of the airline’s future.
