Saudi Arabia: Change Brings Opportunity
The Kingdom of Saudi Arabia is undergoing amongst the fastest pace of change of any country globally. From cultural to consumer, development to brand, all facets of the country are demonstrating the impact of cultural, economic, and commercial transformation.
Vision 2030, the Kingdom’s strategic framework to reduce Saudi Arabia’s dependence on oil, and create a thriving economy, has created a strong sense of optimism amongst the local population, and is encouraging developers, operators, and brands to create new products and experiences.
We are already seeing innovative and ambitious projects taking shape. The Line, part of the wider NEOM project, aims to redefine the concept of urban development, through a 170km long vertical smart city. The Red Sea Project is looking to set new heights in sustainable development and luxury tourism. Riyadh Seasons, launched in 2019, provided an unprecedented programme of leisure events and shows, creating a strong appetite for entertainment and contemporary culture.
In this paper we highlight how the culture change within the Kingdom is taking shape, through tourism, female empowerment, experiential assets, flexible working, and digitalisation, and we share both global and local examples of how these changes are demonstrated in practice.