Saudi Arabia’s emergence as a global sports capital is a winning strategy

At the World Economic Forum in Davos this week, Saudi Arabia’s minister of tourism delivered a compelling presentation about the Kingdom’s Vision 2030 agenda, including the ambitious goal of attracting 150 million visitors each year, up from the current 100 million.
This vision for national development, championed by Crown Prince Mohammed bin Salman, underscores the country’s strategic pivot from being an oil-dependent economy to a diversified global hub for tourism, culture, and sport.
While the targets might have initially seemed overly ambitious, Saudi Arabia is proving the skeptics wrong by rapidly emerging as a global sports capital. This transformation represents not only an economic opportunity but also a significant expansion of Saudi soft power.
Central to Vision 2030 is the recognition that traditional marketing efforts, such as travel magazine advertisements, are insufficient to reposition the country as a global destination. Instead, the Kingdom has adopted a more dynamic strategy, leveraging the power of major sporting events to showcase its offerings to the world.
By hosting prestigious tournaments in golf, football, and other sports, Saudi Arabia has created a platform through which international audiences can experience firsthand the nation’s rich cultural heritage, modern infrastructure, and breathtaking natural landscapes.
This strategy aligns with a broader global trend in which sport is increasingly used as a tool for diplomacy and economic growth. What sets Saudi Arabia apart, however, is the scale of its investment and its ability to fund these events at a time when many of the traditional hosts in Europe and North America are struggling to justify the enormous costs involved.
Hosting these events is not only a matter of the prestige they bring, it is a calculated move to attract visitors, foster international partnerships, and promote cultural exchanges.
For decades, Saudi Arabia has been perceived by much of the world as an enigma: a land of vast deserts and oil wealth, shrouded in mystery. This perception belies the Kingdom’s rich history, diverse culture, and unmatched natural beauty. From the archeological treasures of AlUla to the futuristic megacity of NEOM, the nation offers a blend of tradition and innovation that few countries can match.
By hosting global sporting events, Saudi Arabia aims to dismantle outdated stereotypes and reintroduce itself to the world. The strategy is straightforward yet ingenious: bring the world to Saudi Arabia and let visitors experience its transformation firsthand.
Events such as the Saudi International golf tournament and the Formula E motor racing championship, along with developments such as high-profile signings of major global football stars by Saudi Pro League teams, have already begun to shift perceptions. As fans and athletes share their experiences in the Kingdom, a more nuanced and positive narrative about Saudi Arabia is emerging. 

By hosting global sporting events, Saudi Arabia aims to dismantle outdated stereotypes and reintroduce itself to the world.

Dr. Azeem Ibrahim

But hosting large sporting events is not only a matter of national pride, it is a calculated economic strategy. These events generate significant revenue through tourism, broadcasting rights, and sponsorship deals while creating thousands of jobs in hospitality, infrastructure, and event management.
Saudi Arabia’s investments in sports infrastructure, such as the construction of state-of-the-art stadiums and training facilities, further reinforce its commitment to become a global sports hub.
Additionally, the Kingdom’s willingness to invest billions in securing hosting rights for events, such as the Asian Winter Games in 2029 and its successful bid for the 2034 FIFA World Cup, underscores its financial muscle and long-term vision.
This level of investment is becoming increasingly rare in the countries that have traditionally hosted such events, many of which are grappling with tough economic constraints. Saudi Arabia’s ability to fill this void positions it as a key player in the global sports landscape.
Beyond economics, sport plays a pivotal role in the Kingdom’s broader diplomatic strategy. Sports have a unique ability to transcend linguistic, national, and cultural boundaries, fostering dialogue and understanding among diverse groups. This power has been demonstrated throughout history, from the idea of “ping pong diplomacy” that thawed relations between the US and China in the 1970s to the role of the Olympics in promoting international cooperation.
Saudi Arabia has embraced this concept by using sport to help bridge divides and promote regional stability. For example, the Kingdom’s investment in football has attracted players and fans from around the globe, creating opportunities for cultural exchanges and mutual understanding. Similarly, by hosting international events it helps foster dialogue and collaboration among participating nations, positioning the country as a mediator and stabilizing force in the region.
Saudi Arabia’s efforts present an unprecedented opportunity to reshape global perceptions and establish itself as a leader in the sports and tourism industries. By hosting inclusive and sustainable events, the Kingdom can set new standards for the way in which major international sporting events are organized and carried out.
Under the leadership of King Salman and Crown Prince Mohammed bin Salman, Saudi Arabia is undergoing a transformation that few could have anticipated even a decade ago. The emergence of the Kingdom as a global sports capital is not merely a reflection of its financial resources but a testament to its vision and ambition.
By leveraging the power of sports to attract visitors, foster diplomacy, and showcase its cultural and natural treasures, Saudi Arabia is redefining its role on the global stage.
As Vision 2030 continues to unfold, the country is poised to become a major player in the international sports arena, in the process setting an example for the ways in which nations can use sport as a catalyst for economic growth, cultural exchange, and global influence.
For a country once known primarily for its oil, this marks the beginning of a new chapter, one in which sport plays a central role in shaping its very identity and future.

• Dr. Azeem Ibrahim is the director of special initiatives at the Newlines Institute for Strategy and Policy in Washington, DC.
X: @AzeemIbrahim