Not having enough baggage allowance to buy souvenirs for family and friends is a problem every traveller faces at some point. Publicis and Saudia, Saudi Arabia’s national carrier, have fixed the problem. They created a sticker programme where every time you buy a Saudi-made item, you get extra baggage allowance on your ticket. At participating stores, every 50 SAR (around £10 or $13) spent earns one sticker, with each sticker adding 0.5kg of additional baggage allowance, up to a maximum of 1.5kg per bag.

The initiative, Let It Fly, rewards travellers for supporting local businesses and craftsmanship, transforming their luggage into a suitcase full of stories. As global travel continues to grow in Saudi and the Middle East becomes an increasingly popular destination for international travellers, Let It Fly taps into a desire for people to connect more deeply with the places people visit. Rather than mass-produced souvenirs, the initiative champions locally made items that reflect Saudi Arabia’s diverse creative landscape, from regional motifs to traditional crafts. The initiative encourages the Kingdom Saudia Arabia visitors to bring home meaningful cultural pieces without the worry of luggage limits.

The stickers are designed by celebrated Middle Eastern artists, Craig & Karl, Raphaëlle Macaron and Nada Sultan, using Saudi cultural references such as Roshan windows and Al Saud, traditional weaving.

As people travel, their suitcases travel too, carrying Saudi culture and homegrown artists with them. With tourism to Saudi at an all-time high, the clever initiative removes a real pain point while supporting local artists.

Essam Akhonbay, VP of marketing at Saudia, stated, “Let It Fly forms part of Saudia’s broader vision to elevate the passenger experience while showcasing the Kingdom’s cultural richness to a global audience. By combining travel convenience with cultural storytelling, the initiative reflects a new approach to how airlines can connect people, place and purpose.”

Travellers are encouraged to share their cultural finds using #LetItFly, #SaudiaAirlines with exclusive sticker redemptions available at select airports.