The Business Year Has Launched The New Era II: How Soft Power is Redefining the Identity of Saudi Arabia

Manal Saleh

The Business Year Has Launched The New Era II: How Soft Power is Redefining the Identity of Saudi Arabia, a 230+ Page Special Report on Saudi Arabia’s Creative, Cultural, and Sports Economy Transformation 

Riyadh, Saudi Arabia, December 2025—The Business Year proudly announces the launch of the second edition of The New Era, an expanded and meticulously researched 230+ page publication chronicling Saudi Arabia’s unprecedented transformation across culture, tourism, entertainment, sports, wellness, mobility, urban development, and the creative industries. Building on the success and impact of the first edition, this new release deepens the analysis, broadens the scope, and captures the Kingdom at a pivotal moment in its journey under Vision 2030.

As Saudi Arabia accelerates one of the most ambitious national transformations in modern history, The New Era II stands as one of the most comprehensive editorial projects dedicated to documenting the country’s evolving cultural and socioeconomic landscape. Compiled through more than a year of research, high-level interviews, field visits, and strategic conversations, the report reflects the voices of ministers, CEOs, gigaproject leaders, commissioners, investors, creatives, and international partners who are collectively shaping the Kingdom’s future.

The publication was developed by Alena Hakansson and Edoardo Caccin, who conducted extensive on-the-ground research and met directly with key decision makers to capture the full scope of Saudi Arabia’s emerging and existing ecosystems. Their work provides an unparalleled panorama of the industries driving the Kingdom’s quality-of-life revolution and global repositioning.

A Dynamic, Fluid Exploration of Saudi Arabia’s Transformation

The second edition of The New Era unfolds through a captivating, interconnected narrative, offering readers a holistic understanding of the forces reshaping the Kingdom. Rather than isolating sectors, the report illustrates how culture, economics, urban planning, soft power, and global connectivity intersect, creating a new model of integrated national development.

The opening chapter situates Saudi Arabia within the broader framework of Vision 2030, examining how flagship initiatives and gigaprojects are moving from strategic vision to tangible reality. Through this lens, readers discover how urban regeneration programs, cultural institutions, entertainment districts, and new mobility networks are redefining the experience of living in Saudi Arabia. This is not merely development: It is a complete reimagining of national identity, where heritage and modernity operate in harmony.

The narrative then transitions seamlessly into the Kingdom’s investment environment, highlighting the mechanisms enabling unprecedented inflows of domestic and foreign capital into culture, sports, tourism, entertainment, and real estate. This section delves into regulatory reforms, privatization programs, investment funds, and the rise of public–private partnerships that are powering diversification. Readers gain an in-depth perspective on how Saudi Arabia is positioning itself as a global investment destination, not only through scale, but through clarity, stability, and long-term vision.

The cultural and heritage chapter explores the Kingdom’s remarkable cultural renaissance. It examines how Saudi Arabia is redefining its creative economies through museum development, residencies, artist support programs, contemporary art production, culinary heritage revitalization, and large-scale cultural events. This edition expands on the work of cultural commissions, offering insight into how Saudi art, design, cuisine, architecture, and heritage are being curated for local pride and global appreciation. The result is a compelling portrait of a country reclaiming and projecting its cultural narrative with confidence.

Tourism emerges as a centerpiece of the publication, reflecting the Kingdom’s extraordinary progress in transforming itself into a global, year-round destination. The chapter highlights progress across AlUla, Diriyah, the Red Sea, Jeddah, and emerging tourism districts, demonstrating how authenticity, world-class hospitality, and narrative-driven experiences are reshaping global perceptions. This edition goes further in exploring how tourism, culture, and entertainment work in synergy to create a diversified, high-value visitor economy.

The exploration of sports captures one of the fastest-growing sectors of the Saudi economy. The report outlines the Kingdom’s bold strategy to position itself as a global sports hub through investments in leagues, infrastructure, mega-events, athlete development programs, and community sports participation. It illustrates how sports are driving new industries, new audiences, and new investment opportunities while elevating Saudi Arabia’s international profile.

The wellness chapter expands on a central theme of Vision 2030: the idea that wellness is not a luxury, but a national asset. It maps how wellness is embedded into urban planning, healthcare strategy, cultural programming, and community design, resulting in cities that promote healthier lifestyles and improved wellbeing.

Urban development and quality of life receive special attention in this edition, reflecting the Kingdom’s advancements in human-centric citymaking. Through interviews with urban planners, ministers, and program leaders, the report highlights how Saudi cities are becoming more walkable, greener, more culturally rich, and more connected, signalling a new chapter in urban design for the region.

The mobility chapter captures Saudi Arabia’s aviation and infrastructure revolution, detailing the launch of new airlines, airport expansions, route diversification, and global connectivity initiatives that are anchoring the Kingdom’s transformation.

The narrative culminates with an exploration of entertainment, media, and the creative industries, sectors that have rapidly matured into economic powerhouses. This chapter reveals how festivals, gaming, film production, live events, and creative entrepreneurship are reshaping the Kingdom’s cultural and economic landscape, while serving as a cornerstone of its soft power strategy.

Together, these chapters create a rich, multilayered portrait of a nation rewriting its future through innovation, culture, and investment.

Global Distribution & Access

As part of The Business Year’s international publishing ecosystem, the second edition of The New Era benefits from extensive worldwide distribution across both print and digital channels. Accessible by over 4 million digital readers annually, the publication is widely enjoyed by C-suite executives, policymakers, global corporations, international investors, chambers of commerce, development agencies, and leading academics.

The print edition circulates across the Middle East, Europe, Asia, the Americas, and Africa, and is showcased at high-level events including international investment forums, ministerial gatherings, business summits, and roundtable sessions. Its strategic distribution ensures visibility among the world’s most influential economic and policy audiences.

Digitally, the report can be accessed on all major business information platforms, including Bloomberg Terminal, Dow Jones Factiva, FactSet, and LSEG Workspace. It is also available on PressReader, Google Books, and at thebusinessyear.com

About The Business Year

The Business Year is a global media group providing cutting-edge economic intelligence, executive interviews, and sectoral analysis across more than 40 markets. Through its annual publications, special reports, digital platforms, and high-level events, TBY offers unparalleled access to the leaders, companies, and policies shaping the most dynamic economies worldwide.