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By Güz Başak Gökçe and Esra Ayçiçek | Curated by Ömer Sirkecioğlu
President Donald Trump began a high-profile visit to the Gulf region on Monday, his first in eight years, with Saudi Arabia as his initial stop. There, he announced a $600 billion investment commitment and a $142 billion arms deal, echoing his first official trip as president. Calling the kingdom “America’s strongest partner,” Trump was accompanied by business leaders including Elon Musk and Sam Altman, signaling a renewed push to deepen economic ties. The visit coincides with Saudi Arabia’s ambitious Vision 2030 plan, which is opening new sectors for foreign investment, a shift that U.S. companies are eager to capitalize on through strategic partnerships. Let’s take a closer look at the kingdom’s Vision 2030 plan.
In recent years, Saudi Arabia has embarked on a sweeping cultural and artistic transformation under its Vision 2030 initiative. The goal: reduce the kingdom’s dependence on oil revenues and position the country as a global cultural hub. Landmark reforms, including reopening cinemas, hosting international festivals, inviting world-renowned artists, and investing heavily in sports, are part of this broad agenda. Yet, these moves are not merely entertainment-focused; they are central to Riyadh’s effort to reshape the country’s global image.
Launched in 2016 by Crown Prince Mohammed bin Salman, Vision 2030 outlines a roadmap to diversify Saudi Arabia’s economy away from oil dependency. The strategy emphasizes investment in tourism, entertainment, technology, and renewable energy, alongside sweeping infrastructure modernization and reforms designed to attract foreign capital. These efforts aim to reposition the kingdom as an inclusive and innovative player on the global stage.
Riyadh is at the heart of this transformation, receiving priority for infrastructure development and cultural investment. Vision 2030 treats culture not only as an aesthetic concern but as a strategic tool for improving quality of life and global perception. As the initiative enters its final five-year stretch, Saudi Arabia is intensifying economic reforms. Yet challenges persist, from mounting regional competition to global economic volatility. Neighboring Gulf states such as the UAE and Qatar have launched similarly ambitious reforms, pushing Saudi Arabia toward even bolder undertakings. Geopolitical tensions and looming economic crises have also prompted Riyadh to adopt more assertive policies at times.
Saudi Arabia’s cultural diplomacy is fast becoming a pillar of its soft power. Billions of dollars are flowing into arts and heritage projects as part of its diversification plan. Notable moves include a $52 million donation for the renovation of France’s Pompidou Center, new partnerships with cultural institutions in London, and granting operating licenses to auction houses Sotheby’s and Christie’s in Riyadh. Hosting China’s first contemporary art exhibition, a touring Monet collection, and showcases of international women artists further strengthens the country’s integration into the global art world.
The kingdom has also become a rising venue for major international events. In 2024, celebrities such as Olivia Wilde, Michael Mann, Dev Patel, Jeremy Renner, Marisa Tomei, and Andrew Garfield visited for high-profile gatherings. In 2025, filmmaker Spike Lee will serve as jury president for the Red Sea Film Festival. These efforts dovetail with other initiatives, such as a tourism agreement with the UK, a nationwide Year of Handicrafts in 2025, and plans for a science museum in Riyadh, all aimed at redefining Saudi Arabia through cultural diplomacy. Still, persistent criticism over human rights abuses and limits on free speech cast a long shadow over these initiatives.
Sports are another tool in Saudi Arabia’s international branding playbook. Winning the bid to host the 2034 FIFA World Cup underscores its ambition to become a major player in global sports. Close ties with FIFA President Gianni Infantino and high-profile sports investments are designed to both polish Saudi Arabia’s image and boost its tourism sector. Global football icon Cristiano Ronaldo’s involvement in Saudi leagues further illustrates the kingdom’s dedication to making football, and sport in general, a cornerstone of its international presence.
Despite its ambitions, Saudi Arabia remains economically reliant on oil. In 2022, it reported a trade surplus of $222 billion and Aramco, the state oil giant, posted $161 billion in net income. These figures cement its place in the global energy market.
However, shifts in the global energy landscape, fluctuating demand for fossil fuels, and the rise of renewables are pressuring Riyadh to fast-track diversification. While OPEC data indicates stable reserves, discrepancies persist among sources such as BP and the International Energy Agency (IEA), due to differing classification criteria and data collection methods.
As of 2023, Saudi Arabia’s proven oil reserves stand at roughly 267 billion barrels. It remains the Middle East’s largest oil producer, with an annual supply of 6.5 million terajoules (TJ). Yet even with this capacity, heavy reliance on oil remains a long-term sustainability risk. Vision 2030 is therefore designed to build alternative revenue streams through industrial, tourism, entertainment, and tech sectors.
Recent data shows promising growth in non-oil sectors. In Q4 of 2024, Saudi Arabia’s GDP grew by 4.4%, with non-oil sectors outpacing it at 4.6%. Investments in industry, infrastructure, and services have fueled this momentum. However, the IMF revised the 2024 growth projection to 3.3% due to OPEC+ production cuts. Riyadh anticipates budget deficits until at least 2027 but remains committed to investing in its transformation. Despite energy market uncertainties, Saudi Arabia’s growth rate still exceeds most G20 nations, suggesting that diversification efforts are beginning to pay off.
As part of Vision 2030, Saudi Arabia is targeting tech and digital entertainment as growth sectors beyond oil. The kingdom is investing heavily in video games, artificial intelligence (AI), and e-sports. Under its National Gaming and Esports Strategy, Riyadh aims to become a global gaming hub by 2030.
AI is another priority. Saudi Arabia is developing scalable and cost-effective AI solutions, establishing development hubs in NEOM and Riyadh, and offering regulatory flexibility to attract global talent. The strategy includes significant investments in education and AI applications in cybersecurity, healthcare, finance, and transport.
Vision 2030 is not just an economic or cultural reform, it marks a broader attempt to redefine Saudi Arabia’s national identity. Spearheaded by Crown Prince Mohammed bin Salman, this effort moves beyond traditional Islamic centrality toward a modern, globally competitive nationalism. It represents a reorientation in religion, economy, and foreign policy.
Key social and cultural reforms are dismantling old norms. Religious authorities’ role in daily life is shrinking, while reforms in women's rights, artistic freedoms, and entertainment are accelerating. Milestones include lifting the driving ban for women, permitting mixed-gender events, and easing long-standing restrictions on cinema and music. Investments in international sports and art are central to forging the “new Saudi Arabia” narrative. Still, these developments are accompanied by sustained criticism over human rights violations and limited civil liberties. The kingdom’s new identity project remains contested on the world stage.
Saudi Arabia’s Vision 2030 is ambitious, but major hurdles remain. According to Professor Safran Almakaty, cultural and institutional resistance continues to challenge reform implementation. Women's societal acceptance is evolving slowly, and media freedom remains constrained. Despite improvements in migrant worker rights, labor conditions still require attention. While Vision 2030 raises hopes for human rights reforms, lasting success depends on continued structural and societal change.
Amnesty International’s 2023 report notes that reforms have yielded only limited impact, with serious violations persisting. Restrictions on freedoms, due process breaches, and suppression of expression remain widespread. Female activists still face legal and social discrimination, including arbitrary detention and travel bans. The Specialized Criminal Court (SCC) continues to hand out harsh sentences to peaceful political dissenters.
Economically, the outlook is also uncertain. The Washington Institute warns that weak oil prices and lagging foreign investment are delaying projects. With Saudi Arabia needing oil prices of $80–86 per barrel to balance its budget, Brent crude slipping below $75 complicates funding. Riyadh has postponed certain infrastructure projects and acknowledged the need to revise its plans. Low foreign direct investment suggests global firms remain cautious. Vision 2030’s economic goals, particularly reducing oil dependence, may not fully materialize until 2035 or even 2040.
