Saudi Arabia… Culture and Identity on a New Global Path
 

Riyadh – BETH | September 2, 2025
As the world’s attention turns to Saudi Arabia’s major economic transformations, three intellectual, cultural, and social tracks emerge—showing how the Kingdom is reshaping its identity on the global stage. From tourism and heritage, to AI with a local imprint, and balancing entertainment with authenticity, these threads converge into one picture of Saudi Arabia: a modern nation with deeply rooted traditions.

1. Saudi Arabia Strengthens Its Cultural Identity and Opens Its Doors to the World

The Saudi Tourism Authority has launched a bold new global campaign under the slogan #StayedForMore, in collaboration with international football star Cristiano Ronaldo—one of the most recognizable global icons of engagement.

The campaign, also promoted under “Saudi, Welcome to the World”, targets markets in Europe, Asia, and India to present a comprehensive picture of the Kingdom:

Major events: from global sporting tournaments to cultural and musical festivals.

Heritage and identity: from AlUla and the historic “Al-Balad” district to UNESCO World Heritage sites.

Tourism experience: spanning the Red Sea’s pristine islands to the deserts rich with Arab history and storytelling.

The deeper goal goes beyond attracting tourists—it seeks to reshape the global perception of Saudi Arabia as a destination blending modernity with heritage, anchored in Vision 2030, where tourism, sports, and culture stand as pillars of the nation’s future.

2. “Humain Chat”: A Saudi-Islamic Smart Chatbot

As part of the digital transformation, Saudi Arabia announced the launch of “Humain Chat”, the first AI-powered chatbot designed specifically to align with Islamic values and Saudi culture.

Built on a locally developed advanced language model (Allam 34B).

Targeting Arab and Muslim users worldwide, offering a safe and culturally aligned conversational experience.

Positioned within the Kingdom’s efforts to enhance local content in AI and anchor it in civilizational identity.

The Times (UK) described the initiative as “a remarkable step in the world of AI—representing a uniquely Saudi technological identity with cultural and religious dimensions.”

3. Saudi Arabia Between Entertainment and Heritage: A Half-Trillion-Dollar Tourism Drive

According to the Financial Times, the Kingdom is channeling over $500 billion into cultural and entertainment projects, including:

Developing Red Sea coasts and islands.

Major projects in AlUla and Jeddah’s historic Al-Balad district.

Global cultural and musical events under Riyadh Season and Jeddah Season.

The report highlights a central challenge: striking a balance between tradition and modernity:

How can the Kingdom preserve its cultural distinctiveness?

And how can it simultaneously attract international visitors seeking world-class experiences?

BETH Analysis

Today’s Saudi landscape reveals a multi-dimensional transformation:

From sports and tourism to culture and artificial intelligence.

From reshaping global perceptions to building a technological identity rooted in local values.

From investing massively in entertainment to safeguarding Arab-Islamic heritage.

It is a delicate equation: an identity moving between continuity and change—crafted today by the Kingdom with a strategic vision that connects inside and outside, heritage and present, economy and culture.