to fill a niche in the growing air-travel
market linking Saudi Arabia to Russia, Asia, Middle
East, Europe and Southern Africa; keeping in view Haj
and Umrah Traffic; to achieve high, and profitable, load
factors by identifying and serving key routes and city
pairs currently unserved, under-served, or poorly
served, and where significant unmet demand exists;
and to set a new standard for air service and
professionalism both within the target market region
and beyond