DAVOS
At the World Economic Forum in Davos this week, Saudi Arabia’s tourism minister gave a strong presentation about the Kingdom’s Vision 2030 plan. This plan aims to attract 150 million visitors every year, an increase from the current 100 million.
This development strategy, led by Crown Prince Mohammed bin Salman, marks Saudi Arabia’s shift from relying on oil to becoming a global center for tourism, culture, and sports.
While these goals may have seemed overly ambitious at first, Saudi Arabia is proving critics wrong by quickly becoming a global leader in sports. This change offers both an economic opportunity and a growth in the country’s global influence.
A key part of Vision 2030 is recognizing that traditional marketing efforts, like ads in travel magazines, are not enough to make the country a top tourist destination. Instead, Saudi Arabia is using a dynamic approach, using big sports events to show the world what it offers.
By hosting major tournaments in golf, football, and other sports, Saudi Arabia is giving international audiences the chance to experience the country’s rich culture, modern infrastructure, and stunning landscapes firsthand.
This strategy fits into a larger global trend where sports are used for diplomacy and economic growth. What sets Saudi Arabia apart is the scale of its investment and its ability to fund these events when many traditional hosts in Europe and North America struggle with the high costs involved.
Hosting these events is not only about gaining prestige; it’s a well-planned move to bring in visitors, build international partnerships, and encourage cultural exchanges.
For years, Saudi Arabia has been seen by many as a land of deserts and oil wealth, hidden from view. This view overlooks the Kingdom’s rich history, diverse culture, and breathtaking natural beauty. From the ancient sites of AlUla to the futuristic city of NEOM, Saudi Arabia offers a mix of tradition and modernity that few countries can match.
By hosting international sports events, Saudi Arabia is working to challenge old stereotypes and reintroduce itself to the world. The approach is simple but smart: bring the world to Saudi Arabia and let them see the country’s transformation firsthand.
Events like the Saudi International golf tournament, the Formula E motor racing championship, and the signing of global football stars by Saudi Pro League teams have already begun to change how people view the Kingdom. As athletes and fans share their experiences in Saudi Arabia, a more positive image of the country is emerging.
Hosting major sports events is not just about national pride—it’s also a well-thought-out economic plan. These events bring in significant income through tourism, broadcasting rights, and sponsorships, while also creating thousands of jobs in hospitality, infrastructure, and event management.
Saudi Arabia’s investments in sports infrastructure, including state-of-the-art stadiums and training centers, show its commitment to becoming a world-class sports center.
Moreover, the Kingdom’s willingness to invest billions in securing rights for events, like the 2029 Asian Winter Games and the 2034 FIFA World Cup, demonstrates its financial strength and long-term vision.
This level of investment is becoming rare in traditional host countries, many of which are facing tough economic challenges. Saudi Arabia’s ability to step in fills this gap, making it a key player in global sports.
Sports also play an important role in the Kingdom’s diplomatic strategy. They have the power to break down barriers of language, nationality, and culture, promoting understanding and dialogue between diverse groups. This power has been proven throughout history, like with “ping pong diplomacy” that helped improve US-China relations in the 1970s, or the Olympics promoting global cooperation.
Saudi Arabia has embraced this idea by using sports to help bridge divides and promote peace in the region. Its investments in football have attracted players and fans from all over the world, creating opportunities for cultural exchanges. Hosting international events also fosters cooperation among nations, making Saudi Arabia a mediator and a stabilizing force in the region.
These efforts give Saudi Arabia a unique chance to reshape global views and become a leader in the sports and tourism sectors. By organizing inclusive and sustainable events, the Kingdom can set new standards for how major international sporting events are held.
With the leadership of King Salman and Crown Prince Mohammed bin Salman, Saudi Arabia is undergoing a transformation that few could have imagined just ten years ago. The country’s rise as a global sports hub shows not only its financial power but also its vision and ambition.
By using the appeal of sports to attract visitors, promote diplomacy, and showcase its culture and natural beauty, Saudi Arabia is redefining its global role.
As Vision 2030 continues to unfold, the country is positioned to become a major force in international sports, setting an example for how nations can use sports to boost their economies, encourage cultural exchanges, and increase their global influence. For a country once known mainly for its oil, this is the beginning of a new era where sports will play a central role in shaping its future and identity.
