Saudi travel and tourism company Al-Tayyar Travel Group has rebranded and will be known as Seera with immediate effect.
The name and identity of Seera, meaning journey, is the culmination of the company’s transformation efforts, which has seen its operating environment undergo a significant shift.
“The new brand name and its logo, symbolizing the voyage of a traveler around the world, serves as a reflection of the corporate journey the company has embarked on,” the company said.
With the Vision 2030 agenda as a driving force, Saudi Arabia is undergoing an economic and social transformation, with the
tourism sector set to be a key beneficiary.
“Seera is determined to be at the forefront of these positive developments, with the ultimate purpose of opening up the opportunity of travel for all, by connecting cultures,” the travel giant said.
A key focus for 2019 and beyond will be the continuous growth of Seera’s Consumer Travel Business Unit, which has unified all consumer-facing travel services under one department.
By working toward a more streamlined offering across digital and retail touchpoints under the Almosafer flagship brand, the Consumer Travel Unit is transforming from a pure play online travel agent into a fully-fledged omni-channel travel booking services business.
The group’s travel management business unit will now operate under Elaa.
Seera’s car rental business unit, which operates a fleet of over 8,000 vehicles in Saudi Arabia, will operate under the new brand name Lumi.
Mawasim, a complete Hajj and Umrah service provider for the B2B travel industry globally, will cater to the religious travel segment.
Seera’s CEO Abdullah Bin Nasser Aldawood said: “We are excited for this new chapter that will make our journey as a company even more remarkable. Seera as a new identity will help fuel our growth, accelerate our progress and give every employee, stakeholder and every traveler we engage with the opportunity to go further with us. With all business units working toward the common goal of opening up the opportunity of travel, we are confident that Seera has the talent, knowledge and capabilities to grow commercially, socially and geographically.”
He added: “Our opportunity now is to recognize the inherent power of travel to take us all further. To foster understanding among strangers, to connect and broaden minds, to breed tolerance and to accelerate learning for us all.”
Seera aims to play a role in creating the next generation of leaders and is putting increased emphasis on CSR initiatives, including the group’s homegrown talent accelerator Jadarah.
“The second round of Jadarah is set to start in September 2019 and we have already surpassed application numbers compared to last year. Half of the year one graduates are now full-time employees at Seera and Almosafer and we are proud to say that we have helped bridge the gap between classroom and real-world application,” said Aldawood.
Al-Tayyar Travel reveals new identity — Seera
Al-Tayyar Travel reveals new identity — Seera
LuLu marks Founding Day with ‘Made in Saudi’ campaign
The Ministry of Industry and Mineral Resources honored LuLu Hypermarket in recognition of its pivotal role as the exclusive retail partner of the “Najoud Bikhairna 2026” initiative, commending its continued efforts in supporting and empowering national industries while showcasing the quality and competitiveness of locally manufactured products.
The initiative, led by the ministry in partnership with the Saudi Export Development Authority, represented by the Made in Saudi program, stands as a pioneering model of public-private sector collaboration in activating community-driven initiatives with sustainable impact. Through this program, more than 280,000 Saudi-made products were distributed to 10,000 families across various regions of the Kingdom during the holy month of Ramadan, reinforcing the presence of national products and strengthening the values of social solidarity among individuals and institutions alike.
The ministry’s recognition of LuLu Hypermarket coincided with the official launch of its Saudi Founding Day celebrations at the Dharat Laban branch in Riyadh, marked by the unveiling of a comprehensive promotional campaign dedicated to Saudi-made products. On this occasion, a wide range of special offers was introduced on local products, available across all LuLu Hypermarket branches throughout the Kingdom.
The inauguration ceremony was attended by Mohammed bin Dayel, general supervisor of the Made in Saudi program at the Saudi Export Development Authority, and Mohamed Haris, director of LuLu Saudi Arabia, alongside members of LuLu’s executive management team. The event featured a ribbon-cutting ceremony to officially open the specially designed Founding Day gateway.
Following the inauguration, guests toured several dedicated zones and exhibitions highlighting national products. The tour commenced at the grocery and “Made in Saudi” consumer goods sections, showcasing the diversity and quality of local brands. It also included the “Made in Saudi” dates pavilion, presenting a premium selection of the finest locally sourced dates in celebration of one of the Kingdom’s most iconic national symbols.
The visit continued to the fruits and vegetables section under the theme “From Our Land,” featuring an exceptional assortment of Saudi agricultural products, reflecting the richness and excellence of the local agricultural sector. Guests also explored the LuLu private label corner, which features products exclusively manufactured within the Kingdom for LuLu, reaffirming the company’s commitment to supporting local manufacturing.
The tour concluded with a presentation of “Made in Saudi” products within the chilled and frozen categories, underscoring the rapid growth and qualitative advancement of the Kingdom’s food manufacturing sector, and further reinforcing the strong market position and competitiveness of Saudi products.
