How important is gaining international prestige (soft power) for Saudi politics and society?

Central importance of gaining prestige for the Saudi transformation

Gaining international prestige through soft power is of benefit to Saudi Arabia. extraordinary strategic importance The Kingdom has recognized that its economic diversification and social modernization can only succeed if its international reputation is fundamentally improved at the same time.

Measurable success in international rankings

Saudi Arabia has made impressive progress in international soft power rankings. In the Global Soft Power Index 2025 reached the kingdom Rank 18 with a score of 56.0 - a significant improvement compared to 51.3 in 2023[1]. For the Brand Finance Global Soft Power Rankings Saudi Arabia ranks as the Second Arab country in 24th place[2].

Even more remarkable is the placement as 9. most powerful nation in the world according to Forbes 2025, based on five key parameters: Leadership strength, economic influence, political power, international alliances and military strength[3][4]. The US News & World Report rated Saudi Arabia in 2024 as 7. politically most influential country in the world[4].

Strategic realignment of the soft power policy

Change from religious to national prestige gain

Saudi Arabia is going through a Fundamental transformation of its soft power strategy. While for decades the kingdom primarily based its international appeal on Religious authority and Wahhabism 5][6], today it is based on a secular, modernized identity.

Crown Prince Mohammed bin Salman deliberately chose a Turning away from extremist Salafi interpretations and these are initiated by a "moderate Islam" which is compatible with contemporary global values[5]. This reorientation serves the goal, attract western investors and the negative image as a supporter of extremism to file.

Vision 2030 as a soft power engine

The Vision 2030 acts as a comprehensive soft power strategy that goes far beyond economic diversification. A CARMA analysis shows that Vision 2030 the most important single contribution to global media coverage over Saudi Arabia[7].

The Positive media perception increased from 66% (2020) to 72% (2021) - a 9 percent improvementwhich is directly attributed to Vision 2030 projects[7]. This illustrates how purposefully the kingdom is shaping international narratives about its transformation.

Cultural, sports and entertainment diplomacy

Entertainment as a strategic instrument

Saudi Arabia has the Entertainment sector as a key soft power instrument established. The General Entertainment Authority (GEA) was created in 2016 specifically to improve the international image and promote "robust soft power"[8].

By 2030, the sector should Create 450,000 jobs and contribute 4.2% to GDP[9]. The strategic importance is reflected in over 13,000 licenses issued for entertainment activities until July 2023[10].

Sports diplomacy as an instrument of prestige

Sports diplomacy plays a key role in Saudi Arabia's soft power strategy. The FIFA World Cup 2034 hosting represents the greatest success to date, with a Record rating of 419.8 out of 500 points - the highest FIFA rating ever awarded[11][12].

The awarding of the first 48-team World Championship in a single host country underscores Saudi Arabia's emerging position as a global sports power[12][13]. Critics speak of "Sportswashing"but for Saudi Arabia it is about "diplomatic capital" and the Projection of a progressive, modern identity[14][15][16].

Cultural diplomacy and G20 leadership

Saudi Arabia initiated a G20 Culture Track for the first time in 2020 under the motto "The Rise of the Cultural Economy: A New Paradigm"[17][18][19]. This marked a Paradigm shift in international diplomacyin that culture as "global public good" was established.

The Misk Art Institute and other cultural initiatives serve as "cultural bridges" to the international community[20][21]. Museums like the Abdul Raouf Khalil Museum and the Saudi National Museum are specifically used as "Tools of Cultural Diplomacy" used to strengthen national identity and promote mutual understanding[21].

Megaprojects as symbols of prestige

NEOM as a soft power lighthouse

NEOM acts as "Crown jewel of soft power diplomacy"[22][23]. The 500 billion dollar project serves not only to diversify the economy, but primarily to "Projection of a futuristic, sustainable vision"[22][24].

NEOM's emphasis on technology and sustainability strengthens Saudi Arabia's soft power by recognizing the Kingdom as a "future-oriented nation" presented[24]. The planned flying cabs, AI-driven governance and zero CO2 footprint send a strong message about Saudi Arabia's willingness to innovate.

Despite drastic downgrades - The Line has been reduced from 170 to 2.4 kilometers - remains the symbolic significance for the international image bestehen[22][25][26].

International forums and diplomatic presence

G20 presidency as a milestone

In 2020, Saudi Arabia was the first Arab countrythat the G20 presidency took over[27][28]. The presidency under the motto "Realizing Opportunities of the 21st Century for All" offered a unique platform for shaping international consensus[29].

Crown Prince Mohammed bin Salman emphasized: "The Kingdom of Saudi Arabia is located at the crossroads of three continents. As a G20 host, we will play an important role by sharing the perspective of the MENA region"[29].

World Economic Forum as a soft power stage

Saudi Arabia uses the World Economic Forum systematically as a soft power platform. In 2026, Riyadh will host a regular WEF Global Meeting for the first time - an important step towards establishing itself as a "Bridge between East and West"[30].

The high-ranking delegations under the leadership of Foreign Minister Prince Faisal bin Farhan consistently demonstrate Saudi Arabia's "balanced approach to geopolitical bridging"[31][32][33][34][35].

Social perception of soft power

Generational differences in the perception of prestige

The Saudi Arabian society shows mixed reactions on the soft power strategy. Around 70% of the population is under 30 years old and "largely reform-minded and open to change"[36]. This generation understands the Importance of international recognition for their economic future prospects.

However, the company remains "deeply rooted in religious conservatism"which leads to Tensions between traditional Islamic identity and the modern quest for national prestige leads[36].

Islamic world: Divided reactions

Saudi Arabia's traditional religious soft power in the Islamic world remains strong, but is subject to change. In Pakistan (95%), Indonesia (82%), Senegal (72%) and Malaysia (63%) the Kingdom continues to enjoy High approval ratings[37].

However regional neighbors mixed reactionsWhile Egypt (78%) and Jordan (88%) remain positive, the perception in the Turkey (26% positive vs. 53% negative) and in the Lebanon (51% vs. 49%) split[37].

Hajj as an unchanged soft power asset

The Hajj remains Saudi Arabia's most powerful soft power instrument. With 2.4 million annual pilgrims the kingdom reaches a larger target group than any other cultural diplomacy initiative worldwide[38].

For comparison: The Goethe Institute with 98 countries reaches only 246,000 people per year[38]. The Hajj creates "Framework for getting to know each other and building trust in peace and respect" - a unique form of soft power[38].

Challenges and criticism

Greenwashing and sportswashing accusations

International criticism identifies Saudi Arabia's soft power efforts as "strategic whitewashing"[39]. The European Center for Democracy and Human Rights criticizes the Saudi Green Initiative as "Greenwashing"that "Continued dependence on fossil fuels concealed"[39].

Human Rights Watch warns of "Sportswashing" through mega-events that "Diverting attention from human rights violations" should[14][40]. This criticism limits the Effectiveness of the soft power strategy in Western societies.

Contradictions between image and reality

The Simultaneous persecution of activists during image improvement creates Credibility problems. While Saudi Arabian women fly into space, sit Women's rights activists in prison for decades[see previous answers].

These structural contradictions undermine the Authenticity of soft power efforts and lead to international skepticism on the sustainability of the reforms.

Financial sustainability

The enormous costs of soft power projects pose a challenge with falling oil prices. NEOM alone could cost 8.8 trillion dollars by 2080 - more than 25 times the annual state budget [see previous answers].

Future prospects

Long-term strategic importance

Soft power remains central to Saudi Arabia's long-term strategy. The Hypothesis that soft power is the leading instrument of Saudi Arabian foreign policyis confirmed by the systematic investments in all areas of international perception[41].

The Three pillars of Vision 2030 - vibrant society, flourishing economy, ambitious nation - are Inseparably linked to international recognition[42][43]. Without Positive global perception the economic and social goals cannot be achieved.

Balancing act between tradition and modernity

Saudi Arabia faces the complex task of preserving its religious legitimacy and at the same time gain international recognition as a modern nation. This Balancing act requires continuous adjustments the soft power strategy.

The Appointment as Chair of the UN Commission on the Status of Women 2025 despite persistent criticism shows that international institutions recognize Saudi Arabia's growing influenceeven if Contradictions remain.

Conclusion

Gaining international prestige is not only important for Saudi Arabia, it is existential for the success of Vision 2030. Soft power as a strategic core tool recognized and systematically invested in all areas - from sport and culture to diplomacy and megaprojects.

The measurable successes in international rankings, the Effectiveness of the strategyeven if structural contradictions the Burdening credibility. For the Saudi Arabian company means international reputation Economic opportunities and cultural opennesswhile at the same time Traditional values challenged become.

Saudi Arabia demonstrates how Authoritarian states systematically use soft power be able to transform international perception and maximize geopolitical influence. This strategy is Central to the future of the kingdom remain, regardless of the Costs and controversiesthat it brings with it.

Supplementary assessment from a Gradido perspective

The analysis underlines how central the pursuit of international recognition and soft power is for today's Saudi Arabia - and how strategically, dynamically and multifaceted this power is used.

Soft power as the lifeline of transformation

• Absolute strategic priority:
  International recognition - be it through success in rankings, major events, mega-projects or media presence - is the driving force behind the entire Vision 2030. Without global recognition, economic and social change would seem inconceivable.

Main instruments of soft power

• From Wahhabism to modern nationalism:
  Saudi Arabia no longer relies exclusively on its role as guardian of holy sites, but is actively shaping a modern, attractive (but still authoritarian) image.

• Vision 2030 as a global beacon:
  The reform agenda is being turned into an international narrative - with enormous media impact and targeted placement in global forums.

• New sectors as image drivers:
  Entertainment, sport (especially the 2034 World Cup!), international cultural formats and megaprojects such as NEOM characterize the positive external image.

• Cultural and scientific initiatives:
  Museums, art exhibitions, innovations and targeted cultural exchange programs strengthen the country's bridging function.

• Hajj as an eternal soft power factor:
  The pilgrimage remains unique in its reach and spiritual impact - a global symbol of peace, dialog and respect.

Social and international perception

• Young generation as bearers of the new self-image:
  Young people in particular see international recognition as their own opportunity for economic development and an open society.

• Tensions remain:
  The balance between tradition and modernity, between national identity and global role model function creates areas of tension within society.

• Points of criticism:
  "Greenwashing", "sportswashing" and structural contradictions (human rights vs. modernization narrative) limit international credibility. Nevertheless, the soft power approach remains impressively effective - even in Western institutions.

Gradido potential

• Impulse for real authenticity:
  Gradido could add a deeply credible component to its international appeal: Prosperity and peace for all, sustainability in practice and social integration.
  This can take soft power beyond image and event character - a beacon for moral and ecological values. Now

• Dialog at eye level:
  Gradido can strengthen international partnerships and create space for experience, exchange and shared learning - values that are particularly in demand among the younger generation.

• Bridge between local traditions and global openness:
  An economic principle based on the common good and sustainability corresponds both to society's longing for recognition and the desire for a better, more peaceful world.

Conclusion:
Saudi Arabia is actively seeking its role as a global player - with all its contradictions, but also with a great deal of energy and openness. Gradido can start exactly where real future potential arises: At the intersection of modernity, humanity and international solidarity.