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Saudi Arabia has opened its doors to Western-style raves and music festivals, and now it’s shifting focus toward revitalizing its traditional culture to attract tourists and redefine its national identity.
In the Riyadh stage production “Terhal,” a performer wearing a red-and-white headdress rides a white horse, showcasing the country’s heritage and its most popular tourist attractions. This shift toward family-friendly, culturally inspired entertainment follows earlier episodes marked by loud and unruly scenes at previous music festivals in the capital.
The current Riyadh Season entertainment lineup, which still features the MDL Beast event, emphasizes Saudi and Gulf-region musicians, noted Turki Alalshikh, head of the General Entertainment Authority.
Sebastian Sons from Germany’s CARPO think tank explains that Saudi Arabia’s Vision 2030 initiative is characterized by testing boundaries, where progress often involves taking small steps forward and occasionally stepping back to refine the approach.
“Terhal,” meaning “journey” in Arabic, combines traditional songs, chants, and national dress with innovative lighting and digital effects. It follows Saad, a young Saudi exploring his homeland, featuring a diverse cast of 55 Saudis out of 100 performers including acrobats, trapeze artists, and dancers.
The kingdom is actively embracing its cultural roots to craft a more relaxed and accessible national image. Sons comments that this rebranding aligns modern artistic expression with Saudi’s traditional legacy, aiming to make its landscapes and customs appealing to broader audiences.
Art director Filippo Ferraresi highlights that he undertook thorough research on Saudi culture, collaborating closely with local experts. He discovered regional dances, music styles, and traditions, integrating them into the show.
Prior to 2018, public performances like concerts and dances were prohibited, and women were required to wear head coverings. Since Crown Prince Mohammed bin Salman’s reforms, the country has hosted high-profile events such as Formula One races, concerts featuring stars like Jennifer Lopez, and the lifting of the ban on women driving.
The overarching goal is to boost tourism and international commerce, helping diversify the economy beyond oil reliance.
Kristian Coates Ulrichsen from Rice University points out that entertainment sits at the intersection of social and economic reforms under Vision 2030. It is seen as an overlooked sector rich with potential for economic diversification and as a showcase of Saudi’s ongoing transformation.
For 23-year-old Saudi dancer Talha Mas, performing in “Terhal” is a dream realized, symbolizing the newfound freedom of women to express themselves more openly. Audience member Asser Saleh, 37, expressed pride in witnessing such high-quality performances in Riyadh, noting that formerly, one had to travel abroad to see similar shows.
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