From Oil to Diversification: Strategic Nation Branding in Saudi Arabia

Abstract

Since the launch of Vision 2030 in 2016, Saudi Arabia has aimed to reshape its international image, which has traditionally been defined by oil dependence and conservative values. It seeks to rebrand itself as a culturally rich, economically diverse, and globally engaged nation. This dissertation examines how the Saudi government strategically uses nation branding to challenge historical stereotypes and present a modern identity aligned with Vision 2030. Using an interpretivist, qualitative approach, the study draws on eight semi-structured interviews with senior stakeholders from key government entities involved in shaping and promoting the Kingdom’s national image. Data were thematically analyzed following Braun and Clarke’s (2006) framework. The findings reveal four interconnected strategies: cultural marketing, soft power through sports and entertainment, institutional empowerment, and strategic marketing that collectively contribute to building Saudi Arabia’s competitive identity, as noted by Anholt (2007a), and enhancing its soft power. Results show that Saudi Arabia’s branding efforts go beyond just promotional campaigns; they are deeply linked to structural reforms, cultural authenticity, and long-term development goals. While initiatives like global sports sponsorships, cultural festivals, and the rebranding of Saudi coffee have increased visibility, issues such as international skepticism, media bias, and tensions between rapid modernization and traditional values persist. The study contributes to the theory of nation branding by demonstrating that in large-scale national transformations, such as Saudi Arabia under Vision 2030, effective rebranding requires coordinated, cross-sector strategies based on genuine reform.