Saudi Arabia's ongoing charm offensive continues to unfold, aimed at rebranding the country’s image and showcasing its influence in various sectors, including sports, culture, and culinary arts. These efforts are taking place under the umbrella of Saudi Arabia’s "Vision 2030,” a comprehensive reform program spearheaded by Crown Prince Mohammed bin Salman (MBS). The primary objectives of Vision 2030 are to diversify the Saudi economy, reducing its reliance on oil, and to expand Saudi Arabia’s tourism industry, which was previously limited to little more than pilgrims attending Hajj (the muslim pilgrimage to Mecca). The government has set a target of 100 million visitors by 2030.

As part of Vision 2030, Saudi Arabia is engaging global social media influencers who, in exchange for posts featuring hashtags such as #VisitSaudi, receive all-inclusive trips to luxurious settings within the country and compensation based on the size of their Instagram audience.

Renowned chefs are also a target. Last June, French pastry chefs Cédric Grolet and Pierre Sang Boyer starred in a documentary on Saudi Arabia’s culinary heritage and hospitality industry in Jeddah and AlUla.

Football stars are also being drawn by the Kingdom’s riches. In 2021, Lionel Messi signed a contract worth €30 million per year to promote Saudi tourism. This move sparked a conflict with his former club, Paris Saint-Germain (PSG), which is owned by rival Gulf-state Qatar, leading to Messi’s issuing an apology on Instagram and facing a two-week suspension by PSG. This summer, a host of top players have signed to Saudi clubs, including Karim Benzema, N’Golo Kante, and Kalidou Koulibaly. These stars are following in the footsteps of Cristiano Ronaldo, who joined Saudi club Al Nasser in December 2022.

Elsewhere in sport, Saudi Crown Prince Mohammed bin Salman (MBS) has made the enormous investment of purchasing Newcastle United football club, in a bid to keep in step with the Kingdom’s Qatari rivals, who have purchased a number of European clubs. MBS has also hinted at a Saudi bid for the 2030 World Cup. In January 2020, Saudi Arabia also hosted the Dakar Rally (formerly the Paris-Dakar Rally). 

Prominent in Saudi Arabia’s plans is Al Ula, a region covering an area of over 22,000 square kilometers. Previously off-limits for non-Muslims, this region is home to the Nabatean city of Al-Hijr and the UNESCO-protected tomb of Hegra.

Taking inspiration from its Qatari and Emirati neighbors, the Saudi monarchy is constructing museums, concert halls, and creative training centers nearby these archaeological sites. The French Centre Pompidou and the Royal Commission for AlUla have agreed to establish a contemporary art museum in the region. The Saudi government has outlined plans for some 200 museums across the Kingdom.

By 2035, Al Ula aims to attract two million visitors annually, ranking it among the world's top five tourist destinations. The Royal Commission for AlUla (RCU), with a budget of $35 billion, oversees the development of the region.

The Saudi’s also plan to utilize film as a soft power tool. Given that the country had previously banned cinema for some 35 years, this is an indication of the scope of the changes MBS is seeking to bring in. The monarchy has made significant investments in the sector, hosting film festivals and establishing studios. On-location films, such as "The Matchmaker," are also serving as excellent promotional tools for tourism.

Despite the scale of Saudi Arabia’s efforts and ambition, the realization of Vision 2030 will ultimately rely on regional stability. Efforts towards reconciliation with Iran reflect the Saudi leadership’s recognition of this. More is also required internally. With 70% of the Saudi population under 30 years old, MBS must recognize the importance of providing opportunities to Saudi youth to mitigate social unrest and grow a sustainable future economy.