Executive Summary

In 2016, Saudi Arabia embarked on a new path to diversify its economy. Implementing Vision 2030, the kingdom’s roadmap for a post-oil era, requires opening up the country and working to change public perception in the West. As part of a nation-branding strategy, Saudi leaders aim to foster the kingdom’s cultural resources to improve its image abroad as a means to attract investment and align interests. However, Saudi Arabia’s assertive foreign policy, with the war in Yemen, past diplomatic spats with Western countries, and the killing of Saudi journalist Jamal Khashoggi, severely hampered the initial effectiveness of its rebranding strategy. Today, the development of the entertainment and tourism sectors, presence of women in public life, and heavy investment in cultural initiatives are improving the quality of life for Saudi citizens. Moreover, the constant showcasing of cultural, entertainment, and sporting events and the boom of development projects to diversify the economy have not only increased foreign direct investment but have also provided opportunities to generate soft power.

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