Architecture and culture become key pillars of Saudi soft power

 

Architecture and culture playing key role in highlighting Saudi soft power

Saudi Arabia’s megaprojects are emerging as both engines of urban transformation and instruments of soft power, blending heritage with innovation to showcase national identity, attract global investment, and strengthen the Kingdom’s international profile.

At the heart of Vision 2030 is the ambition to build world-class urban spaces that respect cultural roots while embracing futuristic design. From Diriyah Gate, preserving the birthplace of the Saudi state, to NEOM’s The Line, a bold experiment in sustainable living, the Kingdom is fusing tradition with cutting-edge innovation to redefine its cities and global image.

 

Heritage at the core

Diriyah Gate, anchored by the UNESCO-listed At-Turaif district, is reviving Najdi architecture while introducing museums, cultural institutions, and heritage-driven hotels. Similarly, Riyadh’s New Murabba   project draws on Salmani design principles — a contemporary style rooted in Najdi traditions — with the colossal Mukaab as its centerpiece.

 

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Michael Dyke, CEO of New Murabba Development Co., has called the Mukaab “the most complex structure ever created.”

Elias Abou Samra, CEO of Rafal Real Estate Development Co., noted that Vision 2030 projects are unique in their balance of heritage and modernity. “In Riyadh, most landmark developments pay homage to Najdi heritage through Salmani architecture, which goes beyond form to address human-scale urbanism, 15-minute districts, regenerative design, and sustainable materials,” he told Arab News .

Beyond the capital, cultural integration shapes regional projects as well:

•     AlUla   preserves ancient Nabataean tombs while developing arts and tourism hubs.
•     Rua Al-Madinah expands capacity around the Prophet’s Mosque without compromising the city’s spiritual character.
•     Soudah Peaks in Asir transforms mountain landscapes into a luxury destination rooted in local craftsmanship.

 

Innovation-driven future

Innovation is equally central. In Jeddah, the under-construction Jeddah Tower anchors a 5 million sq. m. mixed-use masterplan. “It will align religious tourism with modern business and leisure facilities,” Abou Samra explained.

 

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He also described NEOM as “Saudi Arabia’s pitch to be at the epicenter of the new Middle East and beyond,” with a 50-year vision to redefine industries from sustainability to advanced technologies.

 

Economic and cultural dividends

Saudi Arabia’s real estate sector is also boosting foreign direct investment (FDI). Abou Samra highlighted double-digit annual FDI growth in 2023 and 2024, describing it as “a turning point” that accelerates cultural integration, tourism, and entrepreneurship.

Haider Abduljabbar, executive director at Dubai-based TownX, pointed to AlUla as a model of cultural preservation driving economic growth. “The key is to preserve traditional architecture while introducing modern solutions,” he said, emphasizing the use of local materials and sustainable technologies.

He cited the Ithra cultural center in Dhahran and the Red Sea Project as comparable to Dubai’s Burj Khalifa and Al-Wasl Dome in how they fuse tradition with modernity. “These projects are not just world-class facilities but reflect the Kingdom’s cultural transformation under Vision 2030,” Abduljabbar added.

 

Regional influence

Abduljabbar stressed that such developments redefine the Gulf’s global image. “They present the region as rooted in history yet open to global trends, making it attractive for tourism, investments, and international collaboration,” he said.

 

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On the geopolitical front, he added, “These projects serve as platforms for hosting global events, attracting partnerships, and showcasing leadership in sustainability and architecture.”

Ultimately, Saudi Arabia’s architectural vision extends well beyond aesthetics. As Abduljabbar concluded: “These projects create lasting impressions, foster deeper diplomatic ties, and strengthen the Gulf’s influence in shaping global trends.”

Source: Arab News