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Saudi Arabia is a country amidst one of the biggest rebrands since Crocs went from cringey, to cool and couture. Once dismissed as outdated and stuck in the past, its "Vision 2030" glow up appears well on track to redefining the nation's global image. The recent announcement that Saudi Arabia will host the 2034 FIFA World Cup is the icing on an already lavish and highly expensive cake. Many, especially the Saudis, are thrilled with the news. But others, particularly LGBTQ+ individuals and allies, are expressing concern and disappointment. Are their fears justified or should Saudi Arabia be given a chance to prove itself as a country evolved and embracing change? We explore the past, present, and future of a country striving to become a "global model of excellence." Click through the gallery to find out more.
Saudi Arabia's bid to host the 2034 World Cup in men’s soccer was more than a sporting ambition; it’s a strategic move to continue efforts in reshaping global perceptions of the kingdom.
At the intersection of culture, hospitality, and infrastructure development, the event offers an unparalleled opportunity for Saudi Arabia to position itself as a world-class destination, shifting narratives and attracting international audiences.
This perfectly aligns as part of Saudi Arabia’s "Vision 2030" program. A sweeping strategic framework for diversifying the nation’s economic, social and cultural life, which was launched in April 2016 by Crown Prince Mohammed bin Salman Al Saud and the Saudi government.
The ambitious blueprint aims to make Saudi Arabia a leader in tourism, technology, and renewable energy. King Salman bin Abdulaziz Al Saud declared on the brief, “My first objective is for our country to be a pioneering and successful global model of excellence, on all fronts, and I will work with you to achieve that.”
The Saudi government has outlined three pillars for Vision 2030: to create a vibrant society, a thriving economy, and an ambitious nation. Hosting the FIFA World Cup perfectly ticks every box. The Saudis expressed gratitude at being selected as hosts and promised “an extraordinary version” of the event.
However, human rights activists, trade unions, advocacy groups, and international watchdogs are less thrilled. Twenty-one organizations have published a joint statement, condemning the decision as a "moment of great danger" for human rights.
These groups argue that FIFA, which has long recognized its duty to uphold international human rights standards, is now failing to prevent potential abuses linked to its activities. By moving forward with this decision, despite the known risks, they warn that FIFA will be accountable for any resulting harm and violations.
Steve Cockburn, Amnesty International's Head of Labour Rights and Sport, said: "FIFA's reckless decision to award the 2034 World Cup to Saudi Arabia without ensuring adequate human rights protections are in place will put many lives at risk."
The English Football Association however, defended the decision and said it had held discussions with Saudi authorities over guaranteeing protections for LGBTQ+ fans who wish to travel to the tournament.
In a statement by the English Football Association, they assured: "Football is a global game, and is for everyone. Our commitment to diversity and inclusion means being respectful of all, including all religions and cultures."
The English Football Association believes that World Cup hostings can be a "catalyst for positive change," especially when there is close cooperation with the host nations. The groups insists: "We will work with FIFA and UEFA to ensure that commitments to respect all human rights are delivered."
When it comes to gender equality, there is still much work to be done. Until June 2018, Saudi Arabia was the only country in the world in which women were forbidden from driving motor vehicles.
The lifting of the ban attracted significant international attention. In a consequential departure from its conservative traditions, Saudi Arabia's decision to allow women to drive appeared to be a positive leap toward equal rights.
Between 2017 and 2022, the kingdom made significant strides in advancing women's economic rights, also as part of Vision 2030.
These efforts are a step in the right direction that should not be dismissed, particularly by the media. However, concerns over the safety of those who identify as LGBTQ+ remain significant, as the country's policies and societal attitudes towards these individuals continue to pose serious risks.
The government of Saudi Arabia currently offers no legal protections for LGBT rights, and same-sex sexual activity, whether male or female, is illegal and widely regarded as immoral. As a result, same-sex marriage is banned.
One glimmer of hope for change is that, since 2009, Saudi Arabia has allowed the diagnosis of transsexualism and permits medical transition for both adults and children.
For decades, Saudi Arabia's image has been shaped by its oil-rich economy and conservative social policies. Time will tell if they are truly as progressive and inclusive as they are striving to be.
Hosting the World Cup could signal a new chapter, showcasing the kingdom’s modernization efforts under Vision 2030. By hosting an event of this magnitude, Saudi Arabia can present itself as a hub of innovation, inclusivity, and hospitality, appealing to both Western audiences and neighboring regions.
"We look forward to hosting an exceptional and unprecedented edition of the FIFA World Cup by harnessing our strengths and capabilities to bring joy to football fans around the world," Prince Mohammed bin Salman said in a statement.
FIFA President Gianni Infantino has backed the kingdom of Saudi Arabia to deliver a "spectacular" and "unique" FIFA World Cup. "I fully trust our hosts to address all open points in this process, and deliver a World Cup that meets the world's expectations," he confidently expressed.
Saudi Arabia's burgeoning tourism sector has already begun laying the groundwork for a world-class hospitality industry. The country's investment in luxury hotels, resorts, and infrastructure for events such as Formula 1 and Riyadh Season demonstrates its readiness to host international visitors.
One thing is for certain, money appears to be no object when it comes to financial investment in sports. The kingdom has made massive investments in global sports and players. Cristiano Ronaldo signed with Saudi Arabian club Al-Nassr in January 2023, reportedly receiving the highest football salary in history.
Ronaldo's move increased the popularity of the Saudi Pro League, attracting other high-profile players. Cristiano Ronaldo has scored 79 goals in 88 matches for Al Nassr since joining the Riyadh-based club, which plays in the Saudi Pro League. Ronaldo's contract with Al Nassr expires in June 2025.
One of the Middle East's fastest-growing film festivals, the Red Sea Film Festival, took place in Saudi Arabia recently, showcasing over 120 films from 81 countries in Jeddah's historic Al-Balad district. Since its launch in 2021, the festival has drawn major global talent, with this year’s event featuring Academy Award winners Viola Davis, Minnie Driver and Spike Lee, along with Bollywood icons Aamir Khan and Ranbir Kapoor.
The event comes as Saudi Arabia seeks to expand its influence in films, gaming, and entertainment, as well as sports. Concerts and festivals are also on the rise, with major artists like Taylor Swift, Celine Dion, Adele, and Coldplay all performing on Saudi stages.
These concerts often fly under the radar internationally, with artists choosing not to make loud announcements. One can't help but wonder if these performers appreciate the hefty paycheck, but remain cautious about the potential backlash from endorsing a country with a controversial reputation.
While the potential benefits are immense, challenges remain. Activists have criticized the investments, accusing them of whitewashing the kingdom's human rights record, as it remains one of the world's top executioners and maintains strict control over free speech.
The World Cup offers an opportunity to address these concerns head-on, signaling a commitment to progress. A successful World Cup could catalyze tourism growth, attracting a diverse demographic of travelers beyond the event itself.
By demonstrating its capacity to host large-scale international gatherings, Saudi Arabia positions itself as a viable contender for other major events, further boosting its tourism profile. The ripple effects could extend to sectors such as retail, entertainment, and education, creating jobs and stimulating the local economy.
Saudi Arabia’s World Cup bid is not just about soccer; it’s a transformative effort to reshape its global identity. By leveraging culture, hospitality, and infrastructure, the kingdom aims to present itself as a dynamic, forward-thinking nation.
Whether it achieves this goal depends not only on the success of the tournament, but also on its ability to sustain the momentum and continue delivering on its promise of inclusivity.
Sources: (NPR) (Saudi Embassy) (AP News) (Amnesty)
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Saudi Arabia is a country amidst one of the biggest rebrands since Crocs went from cringey, to cool and couture. Once dismissed as outdated and stuck in the past, its "Vision 2030" glow up appears well on track to redefining the nation's global image. The recent announcement that Saudi Arabia will host the 2034 FIFA World Cup is the icing on an already lavish and highly expensive cake. Many, especially the Saudis, are thrilled with the news. But others, particularly LGBTQ+ individuals and allies, are expressing concern and disappointment. Are their fears justified or should Saudi Arabia be given a chance to prove itself as a country evolved and embracing change? We explore the past, present, and future of a country striving to become a "global model of excellence." Click through the gallery to find out more.