Saudi Arabia welcomes the low-cost revolution

Sama may not be the first low-cost carrier start-up in the Middle East - that distinction goes to Sharjah-based Air Arabia - but it certainly appears to have the loftiest ambitions. As the proposed Saudi Arabian entrant said on its brand launch on 5 February: "Our objective is simple: To be the preferred and most successful low fares airline in the Middle East."

The carrier, which has the approval of the Saudi government, has backing from 30 Saudi private and institutional investors. It is being headed up by a management team consisting of former executives from UK low-cost carriers easyJet and go.

Sama aims to begin services by the middle of this year using leased Boeing 737-300s to bring the low-cost revolution to Saudi for the first time. Initially it will serve domestic destinations, expanding to other states in the region over time.

The word Sama in Arabic is a verb, says the carrier, with a number of meanings: to rise (high), tower up, go up, to be or become elevated, high, exalted or sublime. The brand image is a modern white and blue geometric design, with echoes of that of US low-fares carrier Spirit Airlines.

To keep abreast of Sama's development, and to find out where it will be flying, visit its website.