Photo: Facebook/NEOM
Otília Sári
06/10/2025 21:35
But after living in the Middle East for seven years, I now have a completely different image in my head when I hear the name: Saudi Arabia.
Today, the association is with opportunities, openness, growth, and vision. The country is changing at such a speed that it is difficult to comprehend.
Did you know that women no longer need to wear the hijab? It is now a personal choice. This is how fast the change is happening.
And the transformation is not only cultural, but also economical. In 2016 the country launched Saudi Vision 2030, which aims to diversify the oil-dependent economy, boost private sector contribution, improve quality of life, and modernize infrastructure. It was spearheaded by Crown Prince Mohammed bin Salman, who became the country’s leader in 2017, with a leadership style more bold, centralized, and willing to challenge old norms compared to his predecessors.
There is no longer a ban on women driving, the powers of the religious police have been curbed, and entertainment opportunities have multiplied. Cinemas, theme parks, heritage and cultural events, sports (just think about Cristiano Ronaldo and his partner Georgina Rodríguez — an unmarried couple, yet residing peacefully in Riyadh), opera, and museums are all providing new experiences for visitors.
Although alcohol remains strictly forbidden, non-alcoholic bars are thriving, offering aesthetic mocktails with live music.
At the heart of Vision 2030 are the so-called giga projects—vast, high-profile developments designed to reshape entire sectors of the Saudi economy, attract foreign investment, and redefine the country’s global image.
The best-known is NEOM, a planned mega-region on the Red Sea that includes The Line, a futuristic car-free city powered by renewable energy. Phase 1 is expected to be ready by 2030, while the full project may not be completed until 2045.
Other parts of NEOM include:
Oxagon, an industrial hub, home of Port of NEOM, a next-generation, fully automated smart port that will serve as a key global logistics hub powered by renewable energy;
Trojena, a year-round mountain tourism destination, featuring ski slopes, outdoor adventure, and luxury resorts, and it will be located in the Sarawat Mountains with expected opening in 2027 or 2028; and Sindalah, a luxury island designed as a high-end yachting and tourism destination with marinas, hotels, and golf courses, that has already started welcoming visitors.
While parts of NEOM, such as the green hydrogen plant and Sindalah, are moving forward, the more ambitious elements have faced delays and scrutiny over cost and environmental impact.
On the western coast, Red Sea Global is developing projects such as the Red Sea Project and Amaala, which focus on luxury and eco-friendly tourism. Several resorts and a new airport are already in operation, with full completion planned by 2030.
Near Riyadh, Qiddiya is being built as the Kingdom’s entertainment hub, featuring a Six Flags theme park (likely to open soon), waterparks, sports facilities, and cultural venues. What’s more, they are building the Speed Park Track, once completed, this track will make it possible to hold F1 Grand Prix races. The full construction is expected to be finalized by 2030.
The Diriyah development, meanwhile, is centered on heritage tourism, restoring historic sites and integrating them with cultural districts and hotels. Some parts of the cultural district already open for visitors, but expected to be fully completed by 2026. Additional museums, retail and lifesyle activities are planned by 2030.
Finally, Expo 2030 Riyadh will be the cherry on top of Saudi Vision 2030 — a chance for these projects to showcase their results. Expo 2030 aims to bring together more than 195 countries and 29 international organizations to address shared challenges and present pioneering solutions for a sustainable future.
Together, these giga projects showcase Saudi Arabia’s push to diversify its economy and expand its global appeal. While progress has been uneven and timelines adjusted, resorts and attractions are beginning to open, drawing visitors and generating new jobs. For Saudi officials, the projects are not just about infrastructure — they are about signaling a shift in the country’s future.
The author is a Middle East expert