Saudi Arabia has been practically identified with oil for decades; the black gold that turned a desert Kingdom into one of the richest countries on Earth. But the Kingdom has been deliberately altering its history in recent times.
The Gulf major is striving for a profound change in its economy and society under the ambitious “Vision 2030” economic diversification project. The creative economy is the surprising but strong motor driving this change.
Launched in 2016 by Crown Prince Mohammed bin Salman, “Vision 2030” aims to diversify the Kingdom’s economy and support areas including tourism, entertainment, technology, and culture, thus lowering its reliance on oil. Now, among the most vibrant and obvious features of this strategy is the creative economy, which includes arts, music, film, fashion, and heritage.
Saudi Arabia outlawed public concerts and lacked public cinemas until a few years ago. Fast forward to the present, and the nation boasts vibrant cultural events, world-class movie theatres, and live music venues.
This seismic change is about redefining national identity and creating new venues for self-expression, particularly for the mostly young population of the nation. It is not only about money, even if billions are being invested.
Of Saudi Arabia’s population, almost 70% fall under the age of 35. Globally connected, tech-savvy, and ready to engage in 21st-century cultural conversations, these young Saudis represent a demographic the government is supporting via institutional support because it has noticed their appetite. The rule rather than the exception is grants for new artists, the founding of fashion design schools, and projects to preserve and modernise traditional crafts.
Launched in 2019, the Red Sea Film Festival is one particularly notable illustration of this change. Attracting worldwide filmmakers, actors, and producers, the festival has swiftly turned into a cultural monument in the region.
Saudi directors once had to distribute their work online or underground in small areas. Reflecting the Kingdom’s newly acquired cultural confidence, they now stroll the red carpet and present their flicks to viewers all around.
Riyadh has also started to be a cultural destination. Attracting millions of people from both inside and beyond the Kingdom, the yearly mega-event Riyadh Season has transformed the capital into a carnival of arts, sports, music, and cuisine. The 2023 edition alone is expected to have brought in billions in income, produced thousands of employment, and greatly strengthened the local retail and hotel sectors.
Then there is Qiddiya, a large cultural and entertainment venue under construction just outside of Riyadh. Designed as a counterpart to international entertainment venues like Orlando and Dubai, Qiddiya will have theme parks, concert halls, art galleries, and sports arenas. It represents the level of ambition Saudi Arabia has for its creative sectors.
Fashion too is finding its moment. Now strolling the runways of Paris and Milan, Saudi designers combine modern design sensibility with traditional Arabian tastes. Growing worldwide awareness of homegrown fashion labels helps to foster national pride by subverting out-of-date preconceptions about Saudi culture and its place in modern society.
Crucially, these cultural developments serve not simply for export or validation from outside. They are also enabling Saudi Arabia to perceive itself in a fresh perspective. People are connecting with their legacy and seeing fresh futures thanks in part to museums, cultural centres, and community art projects. The message is rather clear: national development depends on innovation and culture; they are not luxuries.
Naturally, there are challenges along the road. Critics note that a truly healthy creative economy calls for more freedoms, especially in expression and speech. There is still censorship and legal restrictions; some artists have found themselves negotiating difficult boundaries.
Still, many people in the Kingdom see these developments as major positive moves in the right direction. Unquestionably, even if they are little, the improvements are notable.
The biography of one Saudi director shows this development. She had to screen her films in secret a few years ago, utilising temporary locations and covert invites. Her films open at international festivals today, and she candidly discusses her path and the cultural change of her homeland. Her narrative is one of many, evidence of how state assistance, social openness, and personal resiliency are gathering into a strong cultural movement.
Saudi Arabia’s investments in its creative economy go beyond merely spreading income sources. It is about redefining the country’s identity and empowering its people, especially its young people, with agency and belonging in a society fast evolving. More than it is on infrastructure, this is a gamble on imagination.
The creative economy shines out as a lighthouse of opportunity as the Kingdom looks ahead beyond oil. The Gulf major is seeing nothing less than a cultural rebirth, from clandestine screenings to worldwide premieres, from restricted events to sold-out stadiums, and from strict tradition to fluid self-expression.
Though its emergence in Saudi Arabia is still in its early years, the creative economy has unquestionable momentum. Should “Vision 2030” be successful, the Kingdom will not only be well known for its oil riches and desert settings but also its films, music, artwork, and fashion, a fresh sort of wealth derived from innovation, culture, and human potential.