The Role of Soft Power and Mega-Events in advancing Saudi Arabia’s Vision 2030 – A systematic review

Abstract

Saudi Arabia’s Vision 2030 represents an ambitious national transformation programme aimed at reducing dependence on oil, diversifying the economy, and strengthening the Kingdom’s global influence. In order to achieving these goals strategic use of soft power and mega-events to reshape international perceptions, attract investment, and stimulate growth in tourism, culture, entertainment, and sport is being done. This systematic review critically examines how these instruments contribute to Vision 2030 by analysing peer-reviewed studies, comparative case literature, government publications, and grey literature from 2015 to 2024. The findings show that mega-events and soft power initiatives play a significant role in expanding tourism revenues, accelerating infrastructure development, enhancing global positioning, and supporting social transformation. They also reveal ongoing challenges, including criticisms of sportswashing, questions around sustainability, and the difficulty of assessing long-term outcomes. Based on this evidence, the study offers recommendations centred on improving transparency, strengthening legacy planning, investing in local capacity, and enhancing the integration of cultural and sporting initiatives within broader development strategies. While the review provides a comprehensive synthesis, it is limited by the relatively recent nature of Vision 2030, the scarcity of long-term observed studies, and reliance on grey literature where peer reviewed sources are still emerging. These limitations highlight the need for future research that tracks long-term impacts of Saudi Arabia’s soft power and mega-events over time and examines their effectiveness through primary data.