RIYADH: Delta Airlines has entered into a new partnership with Saudi Arabia’s Ministry of Tourism aimed at boosting travel demand and raising awareness of the Kingdom in the US market, the carrier’s chief executive officer has confirmed. The collaboration comes as Delta prepares to inaugurate its first-ever direct flights between its Atlanta hub and Riyadh next October, marking a key milestone in expanding its Middle East network.

Acknowledging that “Americans aren’t quite sure” about visiting, Delta CEO Ed Bastian told Fortune that the route will be popular—eventually.

RIYADH: Delta Airlines has entered into a new partnership with Saudi Arabia’s Ministry of Tourism aimed at boosting travel demand and raising awareness of the Kingdom in the US…