beOnd, the world’s first premium leisure airline, has marked a major milestone for Saudi Arabia’s west coast by launching the first-ever direct service between Europe and Red Sea International Airport (RSI). Since November 2025, travellers from Milan can enjoy twice-weekly, non-stop flights to one of the world’s most ambitious luxury destinations.
The launch positions Milan as the first European city with direct access to both The Red Sea and AMAALA, two flagship developments by Red Sea Global (RSG) known for combining ultra-luxury hospitality with ambitious conservation commitments.
Tero Taskila, CEO and Chairman of beOnd, described the moment as a convergence of distinctive destinations.
“We’re proud to be the first airline connecting Milan directly to the Red Sea destinations,” he said. “This route brings together three exceptional destinations: Milan, a global capital of design and culture, and The Red Sea and AMAALA – two of the world’s most pristine and geographically diverse coastlines.”
For RSG, the direct connection represents a strategic step in deepening ties with European outbound markets.
“The launch of this direct route from Milan marks a defining moment for Red Sea Global and our destinations,” said John Pagano, Group CEO of Red Sea Global. “Together with our partners at beOnd, we are opening a new gateway to the Saudi Red Sea coast, ushering in the next chapter of the Kingdom’s Vision 2030 journey.”
Designed by Foster + Partners and operated by daa International, RSI continues to extend its global footprint. Welcoming beOnd as its first European carrier strengthens the airport’s positioning as a premium gateway crafted around innovation, hospitality and sustainability.
Andrew Tyler-Smith, CEO of Red Sea International Airport, welcomed the new partnership:
“As we expand RSI’s growing network, we are honoured to have strategic airline partners such as beOnd be a part of our journey in welcoming travellers from across the globe.”
The new flights are operated by beOnd’s A320-family aircraft configured entirely with lie-flat seating—an unusual proposition for narrow-body operations and one aligned with the airline’s vision of premium leisure travel.
The Red Sea destination now features nine luxury hotels welcoming guests, alongside Thuwal Private Retreat off the coast of Jeddah. Momentum continues to build: on 11 November, RSG announced the much-anticipated launch of AMAALA Triple Bay, which will see the phased opening of five world-class luxury resorts, a yacht club, a marine life institute, a state-of-the-art marina and the lively Marina Village.
These developments signal the region’s readiness to receive European travellers seeking new-generation luxury experiences anchored in nature, sustainability and cultural discovery.
beOnd aims to elevate the leisure travel experience through thoughtful design and personalised hospitality. Its all-lie-flat cabin, chef-curated dining and bespoke amenity kits designed with Avant position the airline squarely within the premium leisure segment—a growing category driven by affluent travellers prioritising comfort, exclusivity and direct access.
Taskila expressed gratitude to aviation authorities and tourism partners in Saudi Arabia and Italy, including GACA, ENAC, the Saudi Tourism Authority, the Saudi Air Connectivity Program and SEA Milan Airports, for enabling the launch.
With additional routes expected, beOnd’s expansion aligns with rising demand for high-quality leisure travel to emerging luxury destinations globally.
What this means for high-end travel advisors
For advisors serving affluent European and GCC markets, the new Milan–RSI connection provides:
- Direct access to one of the world’s most innovative regenerative tourism destinations.
- Reduced journey times for clients heading to The Red Sea or AMAALA.
- A seamless premium experience from airport to onboard cabin.
- Improved multi-stop itineraries, combining Saudi Arabia’s west coast with Italy’s cultural and design capital.
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