Introduction
Saudi Arabia is undergoing a significant transformation in its approach to soft power. Traditionally, the kingdom’s influence abroad was closely tied to promoting Salafism, a conservative interpretation of Islam, through funding mosques, religious institutions, and scholarships worldwide. However, in recent years, Saudi Arabia has shifted its strategy dramatically. The new focus is on cultural diplomacy—leveraging arts, sports, entertainment, and tourism to reshape its global image and extend its influence. This change is a core aspect of Crown Prince Mohammed bin Salman’s Vision 2030, an ambitious plan aimed at diversifying the economy, reducing dependency on oil, and presenting a more moderate and progressive national identity to the world.
Salafism as a Soft Power Tool: A Historical Overview
For decades, Saudi Arabia’s soft power was synonymous with the global promotion of Salafism. Through the funding of religious institutions, publishing religious literature, and offering scholarships for Islamic studies, the kingdom spread its interpretation of Islam across Asia, Africa, and even parts of Europe and North America. This religious outreach was not merely about faith but was strategically designed to expand Saudi influence in the Muslim world, counterbalance rival ideologies such as Iran’s Shia influence, and secure geopolitical interests.
Countries like Indonesia, Pakistan, and various African nations saw significant Saudi investments in religious education. Institutes were established, and scholars were funded to disseminate Salafi teachings, shaping religious discourse and often influencing political landscapes. This approach, however, faced increasing criticism for fostering extremism and failing to align with the modernizing ambitions of Vision 2030.
Vision 2030: Redefining Soft Power
Launched in 2016, Vision 2030 represents a comprehensive roadmap for the kingdom’s future, focusing on economic diversification, social liberalization, and modernization. One of the plan’s fundamental aspects is to transition from religious soft power to a strategy rooted in cultural diplomacy. This shift aims to project an image of Saudi Arabia as an open, modern, and investment-friendly nation while reducing the emphasis on religious conservatism.
Under this vision, significant reforms have been introduced, including lifting the ban on women driving, reopening cinemas after a 35-year prohibition, and promoting gender equality in the workforce. These changes are part of a broader effort to improve the kingdom’s international image and attract foreign investments and tourism.
Cultural Diplomacy in Action
Film and Entertainment
The lifting of the cinema ban in 2018 marked a turning point in Saudi Arabia’s cultural policy. Since then, the kingdom has aggressively expanded its entertainment sector. The Red Sea International Film Festival, launched in 2019 in Jeddah’s historic Al-Balad district, has emerged as a key platform for showcasing regional and international films. By promoting local filmmakers and attracting global cinematic talents, Saudi Arabia aims to build a thriving film industry that can rival those of other Middle Eastern nations.
The government’s support extends to investments in production facilities and training programs for aspiring filmmakers. Initiatives to produce content that reflects both Saudi culture and universal themes aim to counter negative stereotypes and present a more diverse image of the kingdom.
Arts and Auctions
Art has also become a critical component of Saudi Arabia’s cultural diplomacy. The kingdom has hosted high-profile exhibitions and partnered with renowned institutions to develop its art scene. Modern art galleries and cultural centers have been established in cities like Riyadh and Jeddah, providing platforms for local artists to gain international recognition. The opening of international auction houses, such as Sotheby’s, in Riyadh reflects Saudi Arabia’s growing influence in the global art market.
This focus on art is part of a broader strategy to promote cultural tourism. Sites like Al-Ula, with its ancient rock formations and historical significance, have been developed into major tourist attractions, showcasing Saudi Arabia’s rich cultural heritage. By investing in the preservation and promotion of these sites, the kingdom seeks to attract millions of tourists annually.
Sports as a Strategic Tool
Sports have emerged as one of the most potent tools of Saudi Arabia’s new soft power strategy. The kingdom has invested billions in hosting major international events, including boxing matches, Formula E races, and tennis exhibitions. The Saudi Pro League’s acquisition of high-profile footballers has also grabbed global headlines, underscoring the kingdom’s ambitions to become a major player in the world of sports.
The Dakar Rally, one of the world’s most challenging motorsport events, has been held in Saudi Arabia since 2020. With coverage in nearly 200 countries, the rally serves as an opportunity to showcase the kingdom’s diverse landscapes and promote tourism. Similarly, investments in building sports infrastructure and hosting events aim to position Saudi Arabia as a hub for international sports competitions.
Challenges and Criticisms
Despite the ambitious soft power strategy, Saudi Arabia’s international image remains complicated. Critics argue that the kingdom’s investments in culture and sports serve as a distraction from its human rights record. The term “sportswashing” has been frequently used to describe Saudi Arabia’s efforts to launder its image through high-profile sports events while avoiding scrutiny over issues like the treatment of dissidents and the war in Yemen.
Moreover, while cultural openness is being promoted externally, domestic policies continue to exhibit restrictions on freedom of expression. Artists and filmmakers still face censorship, raising questions about the authenticity of the reforms. The murder of journalist Jamal Khashoggi in 2018, which drew widespread international condemnation, continues to cast a long shadow over the kingdom’s efforts to rebrand itself.
International Partnerships and Influence
Saudi Arabia’s soft power strategy also involves forging stronger international partnerships. Collaborations with France for the development of Al-Ula and agreements with global entertainment companies highlight the kingdom’s intent to become a cultural and tourism hub. The partnerships are designed not only to attract investments but also to signal a break from the past, presenting Saudi Arabia as a forward-looking nation open to the world.
These international collaborations extend to academia and technology as well. Educational partnerships with Western institutions aim to modernize the curriculum and reduce the emphasis on religious studies, reflecting a broader goal of aligning with global educational standards.
Impact on Global Perception
Saudi Arabia’s reoriented soft power strategy has produced mixed results. On one hand, the kingdom’s active participation in cultural and sporting events has introduced new narratives about its society and ambitions. High-profile events, international partnerships, and reforms under Vision 2030 have contributed to presenting a more diverse and modern image of Saudi Arabia.
On the other hand, skepticism remains high, particularly in Western countries where concerns over human rights and political repression persist. Many observers question whether the kingdom’s cultural initiatives signify genuine societal transformation or merely serve as a facade to attract investment and improve its image.
Conclusion
Saudi Arabia’s shift from promoting Salafism to embracing cultural diplomacy represents a profound transformation in its soft power strategy. By investing in arts, entertainment, and sports, the kingdom seeks to redefine its global image and influence while aligning with its Vision 2030 goals of economic diversification and modernization.
However, the success of this strategy will depend on the kingdom’s ability to address criticisms regarding human rights and demonstrate that these reforms reflect deeper societal changes rather than merely serving as a public relations strategy. As Saudi Arabia continues to expand its cultural and diplomatic outreach, the world will be watching closely to see if this new soft power approach leads to lasting change.
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