Saudi Arabia is undergoing a significant cultural shift, pivoting from hosting Western-style raves and music festivals to spotlighting its long-neglected indigenous traditions as a key strategy for attracting tourists and reshaping its national identity. This transformation is vividly illustrated by "Terhal," a grand stage show in Riyadh where an actor in traditional attire, mounted on a white horse, explores the kingdom's heritage and premier tourist destinations.

This move towards more wholesome, Saudi-inspired entertainment follows past incidents of revelry at music festivals in the capital. While Riyadh authorities have denied reports of alcohol and drug use—both prohibited in the kingdom—at the MDL Beast electronic music festival, the shift in focus is clear. Turki Alalshikh, chairman of the General Entertainment Authority, stated that this year's Riyadh Season entertainment program, which still includes MDL Beast, will feature "almost entirely Saudi and Gulf musicians."

Sebastian Sons of the German think tank CARPO describes this approach as "testing the borders," adding, "And if maybe two steps are too much, you take one step back."

Regional Perspective

Saudi Arabia, once perceived through a lens of strict religious conservatism, is now strategically leveraging its rich cultural heritage to diversify its economy and enhance its appeal to global tourism, aligning with the goals of 'Vision 2030'. The shift from overtly Western entertainment to showcasing local traditions, exemplified by the "Terhal" show, represents an effort to build a national identity that is both modern and deeply rooted in history. This pivot aims to attract a broader spectrum of tourists seeking authentic experiences while fostering a sense of national pride among its citizens.

Immediate Implications

What happens next: Expect continued government investment in cultural programming that highlights Saudi traditions, narratives, and landmarks. This is likely to fuel growth in cultural tourism and increase demand for authentic Saudi experiences.
Time-sensitive opportunities or risks: This cultural pivot presents significant opportunities for businesses in the tourism, hospitality, and creative industries. Companies that can offer products and services reflecting Saudi culture stand to benefit. However, navigating this transition requires sensitivity to local cultural values and a nuanced understanding of the evolving entertainment landscape.

Analysis

Sons views "Terhal" as part of a broader effort to "reframe and re-brand Saudi identity," connecting "modern arts and culture with traditional heritage and the legacy of Saudi Arabia." Abdulrahman Almotawa, a spokesman for the Ministry of Culture, notes that the show "captures both the beauty of Saudi landscapes and the depth of its traditions, making them accessible to a broad audience." Artistic director Filippo Ferraresi conducted "extensive research" and collaborated with "Saudi consultants, professors, and writers" to discover "the different regions, their traditions, their dances, their music."

Kristian Coates Ulrichsen of the Baker Institute at Rice University in the US sees entertainment as being "at the nexus of the social and economic components" of Vision 2030. It is "seen as not only a sector of large untapped potential that can contribute to economic diversification but also as a way to showcase the changes underway in Saudi Arabia." Human rights groups accuse the kingdom of "art-washing" to obscure its poor human rights record. Sons acknowledges "an element of instrumentalization" but adds that "there are many creative minds in the country who deserve respect for the work they do." For 23-year-old Saudi dancer Talha Mas, performing in "Terhal" is a "dream come true" – twirling with her hair flowing freely, just a few years after head coverings were mandatory for women. Spectator Asser Saleh, 37, an Egyptian, feels "proud" to see performances of this caliber in the Saudi capital, stating, "Before, you had to go to Europe or the United States to see this type of show."