Strategy & KPIs

Strategy at a Glance

SAL’s strategy is designed to scale the Company’s integrated logistics platform while maintaining operational resilience and disciplined capital allocation.

The strategy is anchored on three complementary business platforms and delivered through a structured execution framework aligned with Saudi Arabia’s Vision 2030.

Strategic Platforms

Execution Drivers

SAL delivers its strategy through three execution drivers:

These drivers ensure that strategic ambition is translated into disciplined execution and measurable performance outcomes.

Scaling SAL: Building on Strength, Moving with Ambition, Delivering Impact

SAL’s strategy reflects a clear and disciplined approach to scaling the Company’s platform while delivering sustainable long-term value. Our strategy in 2025 focuses on building on established strengths, expanding into new growth engines, and delivering measurable impact through disciplined execution.

SAL’s strategic framework positions the Company to scale responsibly while reinforcing its role as a critical enabler of Saudi Arabia’s logistics transformation.

The strategy is built around three integrated business platforms

Cargo Ground Handling

Cargo Ground Handling remains the operational backbone of SAL, providing scale, operational reliability and resilient cash generation.

Logistics

Logistics represents SAL’s next engine of growth, expanding the Company’s capabilities into integrated logistics services across the supply chain.

Logistics Zones

Logistics Zones anchor future growth by developing logistics ecosystems that support long-term trade expansion and economic diversification.

Together, these platforms enable SAL to strengthen its operational core while unlocking new growth opportunities and reinforcing long-term value creation.

Strategic Ambition

A national logistics champion with a clear mandate

SAL’s strategic vision is to be the national logistics champion for a globally connected Saudi Arabia. The Company’s role extends beyond operating assets to enabling the efficient movement of cargo, trade, and supply chains in support of the Kingdom’s Vision 2030 and National Transport and Logistics Strategy.

SAL’s ambition is grounded in disciplined execution rather than aspiration. The Company focuses on delivering reliable, integrated logistics solutions that generate tangible value for customers, partners and the wider economy, while providing sustainable long-term returns for shareholders.

As the logistics sector continues to expand in scale and complexity, SAL’s strategy prioritizes resilience, service quality and disciplined growth, rather than expansion at any cost.

The Company’s objective is therefore to build a high-performing, scalable logistics platform capable of supporting national logistics ambitions while meeting evolving customer needs over the long term.

Strategic Context: Why this Strategy, Now

Responding to inevitability, not opportunity alone

SAL’s strategy is shaped by the convergence of structural forces redefining logistics demand across the Kingdom. Growth in air cargo, e-commerce and time-sensitive trade is increasing pressure on cargo handling capacity, downstream logistics services and supporting infrastructure. At the same time, customers are shifting toward integrated end-to-end logistics solutions that require seamless coordination across sea, air and land transport modes. These dynamics are reinforced by Saudi Arabia’s ambition to position itself as a global logistics hub, supported by significant investment in airport infrastructure, logistics zones and trade facilitation initiatives.

Against this backdrop, the strategic question for SAL is not whether logistics demand will grow, but how the Company can position itself to capture that growth responsibly and sustainably. This requires selective capacity expansion, capability development and disciplined sequencing of investments across business platforms at different stages of maturity.

SAL’s strategy therefore reflects a deliberate response to its operating environment: strengthening the operational core, scaling new growth engines and building the foundations for long-term value creation.

Strategy Logic

Build on strength. Move with ambition. Deliver impact

SAL’s strategy is guided by a simple but disciplined logic that aligns with the Company’s 2025 goals of scaling responsibly while delivering measurable impact.

Build on strength

SAL begins with its established strengths. Cargo Ground Handling remains the operational backbone of the Company, providing scale, operational credibility and resilient cash generation.

The strategy prioritizes reinforcing this core through continued investment in capacity expansion, operational efficiency and service reliability. This ensures that growth in other areas of the business is supported by a stable and high-performing operational foundation, while positioning SAL to selectively expand its businesses footprint beyond Saudi Arabia as part of its long-term international growth ambitions.

Move with ambition

At the same time, SAL is deliberately expanding beyond its legacy base. Logistics and Logistics Zones represent the Company’s next phase of growth, enabling SAL to capture higher-value logistics activities, deepen customer relationships and diversify revenue streams. Expansion is pursued selectively, with a focus on sectors, services and locations where SAL can establish defensible competitive positions and long-term strategic relevance.

Deliver impact

Ambition is translated into measurable impact through disciplined execution.

Strategic decisions are guided by clear priorities, sequenced investments and active performance management. Capital allocation and management attention are directed toward initiatives that strengthen long-term value creation while maintaining operational readiness and financial discipline.

Together, these principles underpin SAL’s transformation from a market-leading cargo ground handling provider into a scalable integrated logistics platform capable of delivering sustainable value through 2030 and beyond..

Platform-led Strategy

Executing the strategy through differentiated business platforms

Platform-led Strategy

Cargo Ground Handling

Strategic role

Reinforcing the operational core of the Group

Strategic emphasis

Capacity expansion, operational efficiency and service reliability in air cargo handling

Logistics

Strategic role

Unlocking the Group’s next engine of growth through integrated logistics solutions

Strategic emphasis

Developing end-to-end logistics capabilities and strengthening operational and digital infrastructure across air, sea and land logistics networks

Logistics Zones

Strategic role

Anchoring long-term growth through ecosystem platforms

Strategic emphasis

Developing logistics zones, enabling partner participation and supporting future logistics demand across Saudi Arabia

SAL executes its strategy through three business platforms, each playing a distinct strategic role within the logistics value chain.

This platform-led approach enables SAL to scale in a disciplined manner, aligning investment, capability development and risk management with the maturity and growth profile of each platform.

Together, these platforms strengthen the operational core, unlock new growth engines and anchor long-term value creation while functioning as one integrated logistics ecosystem.

Cargo Ground Handling

Reinforcing the Core

Protecting scale, reliability and performance

Cargo Ground Handling remains the foundation of SAL’s strategy. As the Company’s most established division, it provides operational scale, service credibility and resilient cash generation while playing a critical role in Saudi Arabia’s air cargo ecosystem.

Strategically, the focus of Cargo Ground Handling
is to:

• Reinforce market leadership in air cargo handling
• Expand handling capacity in line with future demand growth
• Enhance operational efficiency, safety and service reliability.

Through continued investment in infrastructure, automation and workforce capabilities, SAL ensures that its Cargo Ground Handling platform remains resilient as cargo volumes increase and cargo profiles evolve.

The division therefore acts as an anchor business, protecting operational performance while enabling growth across the wider logistics platform.

Review of the division’s performance is on The Cargo Ground Handling Division.

Logistics

Unlocking the Next Engine of Growth

Scaling into integrated, higher-value solutions

Logistics represents SAL’s primary growth engine.

The strategy for this division focuses on evolving from a collection of individual services into a fully integrated logistics offering spanning air, sea and land transportation.

Key strategic priorities include:

• Expanding into higher-value logistics verticals
• Increasing market share through deeper customer relationships and integrated solutions
• Building the operational and digital capabilities required to scale efficiently.

Rather than pursuing rapid expansion at the expense of execution quality, SAL is sequencing growth by first strengthening capabilities, systems, and service consistency before accelerating scale. This disciplined approach supports margin quality, customer trust and long-term competitiveness within a rapidly expanding logistics market.

Through its logistics platform, SAL moves closer to customers’ supply chains, broadens its revenue base and strengthens its position as a one-stop logistics partner.

Review of the division’s performance is on The Logistics Division.

Logistics Zones

Anchoring Long-Term Growth

Creating platforms for ecosystem-led value creation

Logistics Zones represent SAL’s long-cycle growth platform, designed to anchor future logistics demand and enable ecosystem participation.

The strategy for Logistics Zones focuses on:

• Developing world-class logistics zones in strategically important locations
• Attracting long-term partners, tenants and third-party investment
• Supporting logistics services, contract logistics and value-added activities over time.

The Logistics Zones platform is not positioned as a short-term volume driver. Instead, it provides embedded optionality that allows SAL to scale alongside customers and partners as logistics demand evolves.

By separating infrastructure development from operational delivery, SAL enhances capital efficiency while reinforcing its role as a national logistics enabler.

This platform aligns closely with Vision 2030 objectives by supporting job creation, trade facilitation and long-term economic diversification.

An Integrated Platform System

An Integration to enhance
value creation

SAL’s competitive advantage lies in the integration across its business platforms:

• Cargo Ground Handling generates reliable cargo flows that feed downstream logistics services
• Logistics convert cargo volumes into highervalue integrated logistics solutions
• Logistics Zones provide the infrastructure platform that supports long-term logistics ecosystem expansion.

This integrated model enables SAL to scale performance, resilience and strategic optionality over time while positioning the Company as a central enabler of Saudi Arabia’s logistics transformation.

How the Strategy is Delivered

Disciplined execution at scale

SAL’s strategy is delivered through disciplined execution across three mutually reinforcing drivers:

Execution Drivers

Expansion Engines

Scaling capacity and expanding logistics capabilities in areas where demand visibility and strategic relevance are strongest.

Operational Excellence

Enhancing efficiency, productivity, safety and service consistency across all divisions.

Enabling Transformation

Investing in people, digital capabilities, governance and sustainability to support long-term growth.

These execution drivers ensure that SAL’s strategy is implemented through structured delivery rather than isolated initiatives.

Focus and Discipline

Where SAL leans in and where it steps back

A defining feature of SAL’s strategy is disciplined focus. Capital and management attention are directed toward areas that offer the strongest alignment with long-term value creation.

Focus and Discipline

Lean In

SAL prioritizes investment in areas where it has scale, capability and strong demand visibility:

• Core air cargo handling operations
• Integrated logistics and contract logistics services
• Logistics zones with strong demand visibility

Step Back/De-prioritize

SAL deliberately reduces exposure to activities that do not meet strategic, capability or return thresholds, including:

• Lower-return activities
• Non-core or non-scalable services
• Passenger handling operations

This disciplined capital allocation approach ensures that resources remain focused on the most strategically attractive opportunities.

Strategy to Results

A managed execution system

SAL translates strategic ambition into measurable results through a structured execution framework that links long-term strategy to operational delivery. The framework ensures that strategic intent is translated into clear priorities, actionable initiatives and measurable performance outcomes across the organization.

SAL’s execution framework consists of five interconnected layers:

Execution is balanced across Cargo Ground Handling, Logistics, Logistics Zones and corporate functions to ensure coordinated delivery across the organization. Performance, risk and progress are actively monitored, enabling management to adjust investment pacing, sequencing and resource allocation as conditions evolve. This disciplined execution framework reinforces accountability, transparency and consistency across the Company.

Strategic Strengths Supporting SAL’s Growth

SAL’s strategy is supported by a set of structural strengths that reinforce the Company’s ability to scale sustainably and deliver long-term value.

Established Market Leadership

SAL operates as the national leader in air cargo handling, providing critical infrastructure that supports the Kingdom’s trade and logistics ecosystem.

Integrated Logistics Platform

The combination of Cargo Ground Handling, Logistics and Logistics Zones creates a scalable logistics ecosystem capable of delivering end-to-end supply chain solutions.

Strategic National Role

SAL plays a central role in enabling Saudi Arabia’s logistics ambitions and supporting the objectives of Vision 2030 and the National Transport and Logistics Strategy.

Disciplined Capital Allocation

The Company follows a structured investment approach, sequencing growth initiatives based on demand visibility, capability readiness and return expectations.

Execution Capability

SAL’s structured strategy execution framework ensures that growth initiatives are implemented through disciplined performance management and operational oversight.

Line of sight to 2030

Scaling with confidence

SAL’s strategy provides a clear and credible pathway toward its long-term ambitions through 2030.

Cargo Ground Handling continues to provide operational stability and strong cash generation.

Logistics expands SAL’s participation in highervalue integrated supply chain solutions.

Logistics Zones anchor long-term logistics capacity and ecosystem development.

Together, these platforms allow SAL to scale its operations and capabilities while maintaining resilience and operational discipline.

Capital, infrastructure and capabilities are deployed in a sequenced manner based on demand visibility, operational readiness and expected returns..

By combining strategic focus, disciplined execution and integrated platform development, SAL is positioning itself to deliver sustainable growth, reinforce its role as a national logistics enabler and create long-term value for shareholders.