Saudi Arabia’s Soft Power Under Vision 2030: Challenges and Limitations

Abstract

Saudi Arabia’s pursuit of soft power under Vision 2030 marks a significant shift in the Kingdom’s international engagement strategy. Through cultural liberalization, tourism and entertainment megaprojects, and sports diplomacy, Saudi Arabia seeks to reposition itself as a modern, open, and influential global actor. This study examines whether these substantial investments in international image-building have generated corresponding levels of attraction and legitimacy among external audiences. The study addresses three central questions: How has Saudi Arabia sought to develop and deploy soft power under Vision 2030? What political, economic, and structural factors constrain the effectiveness of these efforts? How do domestic governance practices and foreign-policy behavior shape the credibility of Saudi soft power? The study employs Joseph Nye’s conceptualization of soft power, particularly the sources of attraction derived from culture, political values, and foreign policy, as its primary theoretical framework. Methodologically, the study uses a qualitative case-study approach, analyzing policy documents, official statements, existing academic literature, and selected developments in Saudi Arabia’s cultural reforms, economic diversification, and foreign policy. The study argues that Saudi Arabia’s principal soft-power constraint lies not in inadequate resources or international competition, but in a credibility dilemma embedded within its reform model.