Saudi Arabia marked its annual Founding Day on February 22 with nationwide celebrations that not only commemorate the Kingdom’s origins in 1727, but also underscore its broader effort to reshape its global image under the government’s Vision 2030 reform agenda.
The holiday, which honors the establishment of the first Saudi state nearly three centuries ago, has increasingly become a platform for projecting a modern national identity to international audiences. Through documentaries, cultural parades and coordinated social media campaigns, officials are using the occasion to link the country’s historical roots with its ambitions for economic diversification and global engagement.
Central to that strategy is a revamped media approach. In recent years, Saudi institutions have expanded multilingual outreach, increased digital content production and invested heavily in international events designed to draw foreign visitors and media coverage. Major entertainment and sporting initiatives — including Riyadh Season, Winter at Tantora and the Saudi Arabian Grand Prix — have become recurring fixtures on the Kingdom’s calendar, attracting global performers, athletes and tourists.
Tourism plays a central role in the rebranding effort. Saudi officials have set ambitious targets to draw 150 million visitors annually by the end of the decade, part of a plan to reduce reliance on oil revenue. The government reported strong growth in international arrivals in recent years, supported by eased visa rules and large-scale marketing campaigns promoting heritage sites and futuristic developments.
Among the most high-profile projects are Hegra, a UNESCO-listed Nabataean site in AlUla; NEOM, the multibillion-dollar development on the Red Sea coast; and its flagship urban project, The Line. These destinations feature prominently in promotional materials that highlight both ancient heritage and planned high-tech infrastructure.
Analysts say the Kingdom’s media push reflects a broader understanding that perception shapes investment, tourism and diplomatic ties. By hosting global sporting events and cultural festivals, Saudi Arabia inserts itself into international entertainment and business circuits, generating coverage that extends beyond traditional political narratives.
In a statement marking Founding Day, W7Worldwide Strategic Communications said the occasion reflects the country’s “deep historical roots” and supports a “forward-looking journey of growth and prosperity.” The firm added that media has become a key partner in national development, helping connect heritage with future ambitions.
While critics continue to question aspects of the Kingdom’s human rights record, Saudi officials maintain that the reforms underway represent substantive social and economic change. Founding Day, once primarily a domestic commemoration, now serves as a carefully choreographed moment in that broader narrative — blending history, culture and policy into a message aimed as much at the world as at citizens at home.
