Saudi Arabia’s Future Plans: Megaprojects, Cultural Transformation, and Sports Investments

Saudi Arabia is undergoing a dramatic transformation that aims to vault the kingdom to a position of global prominence. Through sweeping social reforms, futuristic megaprojects, and high-stakes sports investments, the nation is remaking itself well beyond the traditional image of an oil-based economy. Under the guidance of Vision 2030—a blueprint championed by Crown Prince Mohammed bin Salman (MBS)—Saudi Arabia is determined to diversify its economy, attract international visitors and businesses, and compete on the world stage in culture, entertainment, and athletics. Below, we explore how Saudi Arabia’s global ambitions are unfolding across three interconnected pillars: real estate megaprojects, rebranding transformations, and investments in sports.

Vision 2030 and the Future of Saudi Arabia

Before we look at the specific pillars, it’s worth understanding what Vision 2030 represents. Launched in 2016, this national reform agenda aims to reduce the kingdom’s dependence on oil, develop new industries, and create a more vibrant society. Beyond economic growth, the plan sets goals for enhancing public life—through arts, leisure, and social freedoms—while also modernizing infrastructure and enticing foreign capital. Now, half a decade since its unveiling, Vision 2030 is driving everything from mega-scale real estate initiatives like NEOM to cultural openings such as concerts and film festivals, and high-profile sports sponsorship deals that are reshaping leagues globally. All of these efforts are connected by a shared desire: to position Saudi Arabia as a forward-thinking hub of innovation, tourism, and culture for decades to come.

Real Estate Megaprojects: Building a Futuristic Kingdom

Few things epitomize Saudi Arabia’s global ambitions better than the gargantuan real estate and infrastructure projects rising on the Red Sea coast and beyond. Dubbed “giga-projects,” these developments are meant to symbolize the kingdom’s break from reliance on oil, as well as its aspiration to be a major global player in urban design, tourism, and technology.

NEOM and The Line

The crown jewel of these efforts is NEOM, a $500+ billion high-tech city envisioned to be about the size of Belgium. Planned to host up to 9 million residents, NEOM is a futuristic region that aims to leverage advanced technology, renewable energy, and next-generation urban planning. Within NEOM, the most talked-about concept is The Line: a 170-km-long, mirror-clad linear city with no roads or cars, designed around sustainability and walkability. Early cost estimates for The Line alone topped $1 trillion, prompting phased construction to manage both finances and complexity. Despite its hefty price tag, Saudi authorities see it as a “generational investment” crucial to meeting Vision 2030 targets.

Global partnerships lie at the heart of The Line’s blueprint. Firms such as Austria’s Delugan Meissl, Britain’s Mott MacDonald, and US-based Gensler are spearheading design and engineering, reinforcing Saudi Arabia’s willingness to collaborate with top international talent. Meanwhile, American giant Bechtel manages sub-projects like Trojena, a mountain resort that will host the 2029 Asian Winter Games—an eye-catching proposition in a desert climate.

Additional Giga-Projects: Red Sea, Qiddiya, and Diriyah Gate

NEOM may be the flashiest, but there are several other megaprojects that showcase Saudi Arabia’s global ambitions:

• The Red Sea Project: Turning over 90 islands along the Red Sea coast into a world-class, eco-conscious resort destination. This initiative appeals to international luxury travelers seeking pristine beaches, marine biodiversity, and high-end hospitality.
• Qiddiya: Positioned near Riyadh, Qiddiya will be an epicenter for entertainment, sports, and culture. From theme parks and motorsport tracks to art museums, the development is poised to become one of the world’s largest leisure complexes, effectively making Saudi Arabia a major Middle Eastern competitor in the theme park industry.
• Diriyah Gate: Located on the outskirts of Riyadh, this heritage-oriented project will restore the historic Diriyah area—birthplace of the first Saudi state—and expand it into a cultural, retail, and hospitality district. It merges modern infrastructure with UNESCO-level heritage sites, catering to both domestic and international visitors intrigued by the kingdom’s history.

Financed largely by the Public Investment Fund (PIF), which boasts assets over $900 billion, these projects aim to spawn whole new sectors—luxury tourism, entertainment, high-tech manufacturing, renewable energy—while creating thousands of jobs for Saudis and expatriates. The broader goal, of course, is to reduce economic reliance on oil revenues and integrate the kingdom more deeply into the global economic order.

Cultural Transformation: Social Reforms and Opening Up

Hand in hand with real estate expansion is an equally sweeping cultural transformation. For decades, Saudi Arabia was known for its strict religious and social codes, particularly regarding women’s rights and public entertainment. Under Vision 2030, these norms are evolving at a remarkable pace, signaling that the kingdom wants more than futuristic skylines; it wants a vibrant, youthful society open to the world.

Women’s Rights and Societal Shifts

In 2018, the government lifted the ban on women driving, a historic milestone that quickly became a global headline. A year later, more guardianship laws were loosened, giving adult women the right to travel, register births, and manage key personal documents without male approval. The impact on female empowerment has been dramatic: female labor-force participation doubled to about 35% by 2023, surpassing the original 2030 goal of 30%. Industries from aviation to finance now see rising numbers of Saudi women, challenging long-held gender norms.

Beyond women’s rights, society is opening up to a wider set of freedoms. A dress code for foreign visitors is far less strict, and single men and women can gather more freely in public. Restaurants and public events now often have mixed-gender sections, reflecting a desire to modernize social interactions. Many observers see these shifts as essential for spurring creativity, productivity, and an internationally appealing lifestyle that can support the tourism and entertainment sectors.

Entertainment and Tourism Boom

A major aspect of the cultural pivot is the expansion of entertainment. Until 2018, public cinemas had been banned for nearly four decades. Now, global chains like AMC and VOX operate movie theaters in multiple Saudi cities, and moviegoers can watch Hollywood blockbusters and local productions alike. Concerts featuring global stars—Justin Bieber, Mariah Carey, even K-pop phenomena—are happening with increasing frequency, and large-scale events like Riyadh Season offer music festivals, comic-cons, and fireworks shows.

Tourism has also exploded. The government introduced a tourist e-visa in 2019, welcoming visitors from 49 countries to experience the kingdom’s UNESCO heritage sites, Red Sea beaches, and desert landscapes. As a result, the tourism goal of 100 million annual visits by 2030 was reportedly exceeded early, prompting a new target of 150 million annual visits. Combined with the government’s push for domestic entertainment, this influx has turned Saudi Arabia into one of the fastest-growing tourism markets globally. Ongoing projects include building new museums, renovating ancient sites like Mada’in Salih, and developing advanced infrastructure to accommodate flights, cruise ships, and expanded lodging.

Economic Reforms and Foreign Investment

Saudi Arabia is also adapting its business environment to further stimulate this cultural shift. Key reforms include:

• Allowing 100% foreign ownership in various industries.
• Creating special economic zones offering tax breaks and streamlined regulations.
• Listing a portion of state-oil giant Saudi Aramco on the stock market in 2019, inviting international investment.
• Mandating that multinational companies wanting to secure government contracts must establish regional HQs in Saudi Arabia by 2024.

Such moves aim to entice international businesses to have a deeper, more permanent presence in the kingdom. Over 80 global firms have reportedly committed to moving their Middle East headquarters to Riyadh. Taken together, these efforts underscore that the cultural transformation isn’t just about concerts or movie theaters; it’s about evolving the kingdom’s entire social fabric to be more accepting of international norms and more competitive in the global economy.

Sports Investments: A Bold New Power Player

Perhaps the most high-profile element of Saudi Arabia’s global ambitions has been its lavish foray into professional sports. The kingdom sees sports as a powerful vehicle for soft power, tourism, job creation, and global influence.

The Saudi Pro League and Football Stardom

In late 2022, Saudi club Al-Nassr made global headlines by signing Cristiano Ronaldo to a record-breaking contract of around $200 million annually. This move triggered an avalanche of marquee signings: Karim Benzema, Neymar Jr., Sadio Mané, N’Golo Kanté, and others joined Saudi clubs in 2023, lured by massive wages financed by the state-backed Public Investment Fund (PIF). Analysts estimate the Saudi Pro League spent $957 million on transfers in the 2023 summer window alone—second only to England’s Premier League.

Saudi officials say the strategy is to elevate local football quality, increase youth engagement in sports, and eventually position the country for hosting top-tier events. Already, the kingdom will host the 2034 FIFA World Cup, reflecting an aggressive push to cement its place in international football. Critics label it “sportswashing,” but government leaders insist these investments create jobs and foster a healthy society aligned with Vision 2030.

Formula One, Golf, Wrestling, and More

Saudi Arabia isn’t stopping at football. It debuted its own Formula One Grand Prix in Jeddah in 2021 and signed a 10-year contract to keep F1 racing along the Red Sea. The kingdom also orchestrated the shock creation of LIV Golf—a breakaway league that offered astronomical contracts to PGA Tour pros—which ultimately forced a merger deal with the PGA Tour. Meanwhile, hosting deals with WWE have brought major wrestling shows (Crown Jewel, Night of Champions) to Riyadh and Jeddah, airing globally and rebranding Saudi Arabia as a key entertainment venue. Boxing, tennis exhibitions, e-sports tournaments, Dakar Rally stages—almost every major sport is now part of the Saudi footprint.

These efforts are financed largely by the PIF, which uses sports as both an economic diversification method and a reputational tool. The kingdom’s “Quality of Life Program” officially cites sports participation and events as cornerstones of a healthier, happier population. By capturing events like major boxing title bouts and unique spectacles such as the 2029 Asian Winter Games at NEOM’s Trojena ski resort, Saudi Arabia ensures near-constant coverage on sports media worldwide. It’s a direct leap into the top tier of sports hosts, akin to Qatar’s approach with the 2022 FIFA World Cup.

Soft Power vs. Sportswashing

While proponents argue that sports investments yield genuine benefits—tourism revenue, employment, youth engagement—critics maintain it’s a play to distract from ongoing human rights controversies. The term “sportswashing” has circulated widely, suggesting that glittery stadiums and big signings mask deeper issues. However, key figures in Riyadh have openly acknowledged they prioritize the kingdom’s economic future over external criticism. In practice, the sports strategy likely serves both ends: real economic growth and soft-power influence on one hand, and an image upgrade on the other.

Nevertheless, the scale of success so far is staggering. Saudi Arabia has forced some of the world’s biggest sports organizations—PGA Tour, major football leagues, and others—to negotiate on Saudi terms. As the 2034 World Cup bid indicates, the country’s journey in sports is just beginning, promising more mega-deals and controversies in the coming years.

A Kingdom on the Global Stage

Through its ambitious megaprojects, wide-ranging cultural reforms, and strategic sports investments, Saudi Arabia is rewriting its story. No longer content to serve primarily as an oil powerhouse, the kingdom under Vision 2030 strives for a multi-faceted identity: a futuristic real estate innovator, a tourism and cultural hub, and a sports powerhouse that can shape global leagues and events.

The challenges are immense. Megaprojects like NEOM or The Line must overcome cost overruns, engineering complexities, and skepticism about practical implementation. Cultural transformations run the risk of societal pushback, especially from conservative elements wary of rapid change. Sports investments face criticism over “sportswashing,” and international watchers will continue scrutinizing the kingdom’s human rights track record. Yet the progress is hard to dismiss: major international firms, from entertainment giants to star athletes, are flooding into the country, bolstered by Saudi Arabia’s financial muscle and a fervent desire to expand.

Should these ventures remain on track, by the next decade we might see a Saudi Arabia recognized as a top-tier entertainment destination, a driver of major sports competitions, and a home to some of the planet’s most avant-garde urban designs. More broadly, if successful, this shift ensures that when the oil era wanes, Saudi Arabia’s global ambitions remain robust—anchored in tourism, high-tech cities, cultural engagement, and marquee sports. Whether one sees it as a genuine social and economic renewal or a multi-layered PR campaign, the kingdom’s influence is undeniably on the rise, heralding a new chapter in Saudi Arabia’s role on the global stage.