Saudi Arabia turns to Bollywood to power its Vision 2030 cultural transformation

 

Saudi Arabia expands relations with Bollywood to reshape its creative economy 

Saudi Arabia is accelerating its cultural outreach to India, placing Bollywood at the heart of its Vision 2030 strategy. Through expanded film collaborations, high-profile cultural events, production incentives, and new bilateral agreements, the Kingdom is reshaping its creative economy with India as a key partner.

Recently, Riyadh hosted “India Week” at the Ministry of Media’s Global Harmony Initiative, featuring a performance by Bollywood singer Kanika Kapoor. According to Indian Embassy officials, cultural exchanges between the two nations have strengthened rapidly, mirroring Saudi Arabia’s broader push to diversify its economy beyond oil.

Bollywood as a pillar of Saudi Arabia’s creative ambitions

A senior diplomat noted that as the Kingdom builds a post-oil economy, it sees film, music, and cultural festivals as significant revenue generators — and Bollywood is poised to play a central role. Saudi outreach to the Indian film industry has been underway for several years.

 

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In 2022, Saudi Minister of Culture Prince Badr bin Abdullah bin Farhan Al Saud visited India to explore cinema partnerships, meeting Bollywood icons Shah Rukh Khan, Salman Khan, Akshay Kumar, and Saif Ali Khan — discussions he described as “fruitful.” Since then, Saudi Arabia has become an increasingly popular filming destination, with scenes from Shah Rukh Khan’s Dunki shot in NEOM and Jeddah.

More recently, Riyadh served as a shooting location and premiere venue for Tiger Shroff’s upcoming action film Baaghi 4. The cultural exchange is flowing both ways: the Saudi film industry is now drawing Indian talent, with Salman Khan and Sanjay Dutt appearing in the Saudi action thriller 7 Dogs, set for release later this year.

At the Red Sea International Film Festival, director Kabir Khan highlighted the strong support for Bollywood among Gulf audiences, adding that Indo–Saudi joint film productions are increasingly viable due to the region’s large Indian diaspora.

Cultural diplomacy expands beyond cinema

Cultural cooperation between India and Saudi Arabia continues to broaden. Prime Minister Narendra Modi’s visit to Riyadh in April resulted in a new Ministerial Committee on Tourism and Cultural Cooperation, expanding the India–Saudi Partnership Council to include defence and culture.

 

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Saudi Arabia has made several symbolic gestures in recent years, including declaring yoga a national sport in 2017 and seeing Saudi yoga instructor Nouf Al Marwaai honored with India’s Padma Shri in 2018. Earlier this year, renowned sarod maestro Amjad Ali Khan performed in the Kingdom.

“India Week” drew numerous Indian artisans, underscoring the Kingdom’s growing commitment to deepening cultural ties. A fresh MoU on cultural cooperation was also signed on November 9 between India’s Minister of Culture and Tourism, Gajendra Singh, and Saudi Arabia’s Minister of Culture, Prince Bader bin Abdullah bin Farhan.

A booming box office supports the strategy

Bollywood’s rising significance in Saudi Arabia is backed by strong market performance. A Strategic Gears report revealed that the Kingdom recorded the highest box office revenues in the Middle East in 2024, accounting for 42 percent of the region’s total. Ticket sales soared from $10.3 million in 2018 to $248.9 million last year.

While official revenue data for Indian films in Saudi Arabia is pending, the country’s 2.7 million-strong Indian diaspora is expected to be a major driver of future ticket sales. Additionally, the enthusiastic Saudi turnout at the Global Harmony Initiative suggests Bollywood’s appeal now extends far beyond expatriate audiences.

Saudi Arabia positions itself as a filmmaking hub

Saudi Film Commission CEO Abdullah Al-Ayaf Al-Qahtani recently told local media that the Kingdom anticipates significant collaboration with Indian studios. With rapidly expanding production infrastructure, growing talent, and ambitious development plans, Saudi Arabia aims to become a sought-after destination for filmmakers worldwide.

 

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He noted that strengthened Indo–Saudi partnerships would help accelerate the Kingdom’s emerging film sector and support its broader Vision 2030 cultural goals.

Source: https://www.freepressjournal.in/