Saudi Arabia’s Evolving Security Narrative: How Culture Became a Strategic Asset

Saudi Arabia is in the midst of a remarkable transformation—one that goes beyond economic reforms and into the realm of national identity. While the Kingdom once focused heavily on oil revenues and strict social policies, it is now leveraging cultural heritage and social inclusivity as key pillars of security and stability. This shift is most visible in Vision 2030, an ambitious plan launched in 2016 under Crown Prince Mohammed bin Salman. Vision 2030 outlines widespread social, economic, and cultural reforms intended to diversify the economy and rejuvenate national pride.

Historically, Saudi Arabia’s approach to security had centered on external alliances and a robust internal policing apparatus. The early 2000s were especially tumultuous: the world spotlight fell on the Kingdom after 15 of the 19 attackers in the September 11 attacks were Saudi citizens. International scrutiny forced Riyadh to confront questions about extremism at home, prompting cautious reforms—particularly in education and politics—to better align with U.S. expectations and reduce the appeal of militant ideologies.

However, these initial measures were largely reactive. Although the government revised school textbooks and dismissed clerics who promoted extremism, the root causes of alienation persisted. Socioeconomic pressures, tribalism, and a narrow religious narrative still posed challenges to national unity. As a result, the Kingdom realized that a broad-based strategy was needed—one that addressed cultural and social concerns, not just military and intelligence priorities.

This realization gradually led Saudi officials to appreciate that cultural inclusion can serve as a strategic asset for national security. Critics might ask how folk festivals, historic mosques, and tribal customs can strengthen a modern state. Yet governments worldwide have embraced the notion that national solidarity makes societies less vulnerable to radical ideologies. Citizens who feel recognized and respected in their cultural identities are less likely to become disenchanted—and by extension, less likely to be recruited by extremist movements.

Hence, Vision 2030 is not merely an economic plan but a cultural renaissance. The Kingdom is pouring resources into reviving historical sites, showcasing its diverse heritage, and mainstreaming cultural discourse through museums, festivals, and educational curriculums. Rather than neglecting minority or regional histories, officials now publicly acknowledge various local narratives and traditions. In parallel, reforms are loosening restrictions on media, the arts, and women’s public roles. These once-controversial moves signal a government willing to update its social contract in exchange for greater national cohesion.

Crucially, this internal focus on culture is becoming part of the Kingdom’s security narrative. Previously, foreign policy and external alliances were seen as primary guarantors of national safety. Today, the leadership emphasizes that national identity and social harmony are equally important. From a cultural security perspective, it makes sense. If a society is confident in its identity and invests in its traditions—be they Islamic, tribal, or historical—it builds social capital. In times of crisis, that unity can deter internal disruptions and reduce the appeal of extremist messaging.

In short, Saudi Arabia’s new narrative posits that soft power and cultural inclusivity are necessary complements to traditional security measures. Local communities across the Kingdom—once sidelined in official accounts—are now encouraged to participate in heritage initiatives. Museums highlight once-neglected historical civilizations like the Nabateans, and women find expanded opportunities in heritage preservation and tourism development. This pivot has also made headlines around the globe, as foreign tourists and investors witness a Saudi Arabia eager to share its cultural richness with the world.

This article examines how the Kingdom’s cultural outreach and identity-building strategies have taken center stage, dovetailing with efforts to secure social cohesion and counter potential threats. By exploring the road to reform, the cultural essence of Vision 2030, the “democratization of heritage,” and Saudi Arabia’s increasingly sophisticated soft-power campaign, we can see how heritage has become a central pillar of Saudi stability. This is a story of a country redefining itself through its past—and, in doing so, shaping its future security.

The Road to Reform

To understand Saudi Arabia’s current emphasis on culture and identity as pillars of security, it is essential to revisit the early 2000s—a period when the Kingdom faced some of its most intense internal and external challenges. The September 11 attacks in 2001 brought unprecedented scrutiny upon Saudi Arabia, given that 15 of the 19 attackers were Saudi citizens. Under intense pressure from the United States, Saudi leaders launched a series of policy shifts to address both extremism at home and the country’s battered international reputation. Educational reforms were a major starting point: the government revised curricula to remove content that fostered intolerance and dismissed clerics who espoused extremist rhetoric.

Yet, these steps were only partially effective. Deep-rooted conservatism, regional disparities, and tribal differences meant the nation’s unity remained vulnerable. At the same time, Wahhabism—historically a source of social stability for the monarchy—also posed obstacles to modernization. Beyond ideology, Saudi rulers confronted youth unemployment, limited civic participation, and minimal involvement of women in public life. Calls for broader political openness emerged, but faced resistance from powerful factions who feared rapid reforms might destabilize the kingdom.

The Gradualist Approach

Against this backdrop, the leadership took a gradualist path. Reforms under King Abdullah (2005–2015) signaled cautious openings. Municipal elections allowed citizens to vote for half the seats in local councils, and the Shura Council received limited lawmaking powers. Concurrently, the formation of a national dialogue platform brought together representatives from Wahhabi, Sunni, and Shiite groups. Although modest by Western standards, these shifts revealed an emerging awareness that political participation and inclusive governance could bolster the Kingdom’s internal stability.

Women’s status evolved slowly but steadily as well. Recognizing that half the population could not be permanently excluded from economic life, the state introduced female-focused employment strategies, from separate industrial cities to a women’s committee in the Shura Council. Efforts to curb extremism included a 2004 amnesty program offering lesser penalties for terrorists who surrendered. These measures contributed to a notable decrease in domestic terror incidents—by 2017, there had been no major terrorist event in the Kingdom for years.

Still, the conservative social climate hindered major liberalization. Society’s right-wing elements, and certain powerful royals, saw reforms as threats to their authority. Royal family members also had differing views on how much and how fast to modernize—some believed any expanded political participation was more concession than necessity. As a result, many changes remained symbolic or incremental. But while gradual, these reforms did plant the seeds of a broader transformation by sparking public debate on issues like women’s employment, judicial independence, and minority rights.

New Pressures, New Perspectives

By the mid-2010s, two significant developments pushed Saudi Arabia to rethink its entire framework of stability. The first was a demographic challenge: the Kingdom’s growing youth population demanded jobs, social freedom, and economic diversification in a world of fluctuating oil prices. Second, extremist movements exploited sectarian tensions and tribal grievances, as seen with Al-Qaeda in the Arabian Peninsula. Security forces managed to quell immediate threats, but policymakers recognized the long-term need for a more inclusive approach that addressed the socioeconomic roots of unrest .

Crown Prince Mohammed bin Salman (often known as MBS) emerged as a prominent reform advocate, seeking to consolidate power while promising modernization. Vision 2030, announced in 2016, marked the turning point. Although the plan is often discussed in economic terms—reducing oil dependence and attracting foreign investment—it also aims to transform Saudi social life. From allowing women to drive to opening cinemas for the first time in decades, these headline-grabbing reforms signaled a willingness to break long-held taboos in pursuit of a new national image.

Towards an Inclusive National Identity

By reframing issues of governance and social participation under the umbrella of national identity, Riyadh began crafting a broader definition of what it means to be “Saudi.” The concept of belonging expanded beyond strict religious interpretations to include cultural pride, historical preservation, and community-based initiatives. Internally, the monarchy placed renewed emphasis on fostering unity across sectarian and tribal lines, figuring that a population proud of its collective heritage would be less likely to radicalize. Externally, Saudi Arabia sought to improve its tarnished post-9/11 image by highlighting cultural diplomacy and soft power.

In summary, the Kingdom’s gradual reform path from 2001 to 2016 underscores the realization that counter-terrorism crackdowns, while necessary, could not alone guarantee long-term stability. The next logical step was Vision 2030, wherein national security is linked with social cohesion, economic revitalization, and cultural empowerment. These foundations laid the groundwork for Saudi Arabia’s current pivot—an era where heritage and identity are no longer footnotes but central components of its security architecture.

Vision 2030 and Cultural Security

When Crown Prince Mohammed bin Salman unveiled Vision 2030 in 2016, most international headlines focused on economics—particularly the goal of diversifying Saudi Arabia’s oil-centric model. But Vision 2030 is also a cultural manifesto, recognizing that a secure and prosperous society depends on strengthening its collective identity. This plan puts museums, heritage sites, and cultural festivals at the forefront of national life, reflecting a striking policy pivot that sees heritage not as a relic of the past but as a strategic asset for the future.

Why Culture?

Cultural heritage shapes social norms and collective memory, which are crucial for national unity. Officials concluded that investing in cultural projects—like the revitalization of historical sites and the promotion of Saudi traditions—could help bridge regional or tribal divisions. Under Vision 2030, the government allocates billions of riyals for restoring landmarks like Diriyah and Al-Ula, turning them into tourism hubs that spotlight Saudi Arabia’s diverse cultural tapestry.

By celebrating local identities, Vision 2030 aims to ensure that every community feels recognized and valued within the state. In theory, this bolsters security. Citizens who see their cultures validated are more inclined to reject extremist narratives that thrive on alienation or resentment. This perspective aligns with cultural security theory, which highlights how acknowledging and preserving diverse cultural expressions can deepen societal resilience. In other words, intangible forms of unity—shared history, folk traditions, storytelling—can be as vital to defense as any military apparatus.

New Narratives, New Identities

An important element of Vision 2030 is redefining “Saudi identity.” For decades, Saudi nationalism was tightly bound to religion and the ruling family’s guardianship of Islam’s holiest sites. Today’s official rhetoric broadens this identity by emphasizing historical eras that predate Islam, various tribal customs, and different regional folk heritages. Ancient rock art from the north, maritime traditions along the Red Sea, and unique architecture in the southwestern `Asir region are all now showcased as essential chapters in the nation’s long story.

This shift does not marginalize Islam; rather, it positions Saudi Arabia as a civilization with multiple layers of identity, from Islamic heritage to tribal and linguistic diversity. In doing so, the state hopes to strengthen a sense of unity that embraces pluralism—especially among younger Saudis who have grown up in a digital, globally connected era. The idea is that when citizens understand their shared past and see space for their diverse experiences, they form a collective pride that becomes a bulwark against radical ideologies.

Linking Culture and Stability

Officials also tie cultural projects to modernization. Tourism development at ancient sites like Madain Saleh or Diriyah fosters job creation and international partnerships. More visitors mean more global exposure, which can strengthen Saudi Arabia’s diplomatic standing. Simultaneously, cultural revitalization appeals to a youthful population seeking recreational outlets in a once-conservative society that offers limited social venues. From concerts to heritage festivals, the new cultural openness caters to a generation hungry for creative and economic opportunities.

Behind these public-facing changes lies a clear security rationale: by championing a cultural renaissance, authorities promote “moderation and tolerance” as Saudi values, challenging extremist groups’ recruitment messages. Where radicals may claim that modernity corrupts, Saudi policy now strives to integrate Islamic norms and modern lifestyles under one inclusive national identity (Nadiya, 2022). Meanwhile, a growing emphasis on the arts and historical awareness offers alternative narratives to the narrow worldview that extremists exploit.

Challenges and Critiques

Despite these positive shifts, critics question whether Vision 2030’s emphasis on heritage can truly cultivate lasting inclusivity. Some worry that local or minority cultures might still be selectively highlighted to serve a state-defined narrative. Others note that democratizing heritage—such as encouraging public engagement and community-based preservation—requires careful balancing. If handled poorly, the inclusion of multiple narratives could spark new debates over whose history or traditions deserve the spotlight. Moreover, security threats remain, as extremists have historically attacked symbolic monuments to undermine state authority. The Kingdom must therefore fortify heritage sites while ensuring they remain open, welcoming spaces.

Nonetheless, the Saudi leadership views Vision 2030’s cultural projects as fundamental to building a more stable, adaptive society—one capable of handling modern pressures without losing its core identity. These measures also connect to broader human rights discussions, as expansions in women’s freedoms and social engagement reflect attempts to foster unity. Whether these reforms will fully deliver on the promise of a cohesive “new Saudi Arabia” remains to be seen, but the cultural security approach has already redefined Riyadh’s strategic playbook.

Democratizing Heritage and Soft Power

One of the most notable developments in Saudi Arabia’s evolving security narrative is the democratization of heritage—that is, making the Kingdom’s cultural legacy accessible to all segments of society. While Saudi Arabia has traditionally highlighted the religious dimension of its identity, recent years have seen a conscious effort to include the rich tapestry of regional customs, local languages, architectural styles, and even pre-Islamic histories. The rationale is straightforward: a more inclusive understanding of the past builds social cohesion by allowing every group, large or small, to feel recognized.

The Tools of Inclusion

To that end, Saudi authorities have invested in tangible and intangible forms of heritage. Tangible heritage includes the restoration of historical forts, mosques, and archaeological treasures like those in Al-Ula or Diriyah. These initiatives invite citizen participation—volunteering in excavations, community-led festivals, and the local curation of artifacts. Such involvement ensures that heritage is not just a top-down narrative shaped by elites, but a living story in which everyday people claim ownership.

Meanwhile, intangible heritage—folk music, traditional cuisine, oral histories—is spotlighted through events like the Winter at Tantora festival, which celebrates diverse regional practices. School curricula are also changing: educators now incorporate broader accounts of local civilizations and their contributions, countering the idea that Saudi heritage begins and ends only with the founding of the modern state. These steps align with the cultural security view that states are stronger when their citizens acknowledge a shared past, rather than competing over whose heritage is more “official”.

Soft Power and External Image

This internal push toward inclusivity has naturally spilled over into Saudi Arabia’s external relations—an arena where soft power has become crucial. Rather than relying solely on strategic alliances or oil diplomacy, the Kingdom is marketing itself as a cultural destination. Global advertising campaigns highlight desert landscapes, UNESCO heritage sites, and a heritage-based “new Saudi” that looks beyond stereotypes. International museums are hosting Saudi exhibits, while tourism reforms simplify travel visas, allowing more visitors to experience the Kingdom firsthand.

By sharing its cultural treasures, Saudi Arabia aims to build goodwill abroad and recast itself as a nation that respects history, fosters dialogue, and pursues modernity without sacrificing its roots. Such branding counters extremist portrayals of the Middle East as a monolithic hotbed of conflict. It also amplifies Riyadh’s diplomatic leverage: when countries see a dynamic, socially evolving Saudi Arabia, they may be more inclined to invest, collaborate, or support its positions in regional and global forums.

Still, skeptics question how far these policies can go. Is the democratization of heritage primarily a top-down PR move, or is it transforming local realities for minority groups, women, and those outside the urban elite? There are legitimate concerns about which narratives get the spotlight—whether state-driven tourism campaigns might gloss over socioeconomic inequities or political limitations. Nonetheless, the reforms have visibly opened Saudi Arabia to a level of cultural engagement unthinkable a decade ago. Concerts, film festivals, and large-scale arts programs, once taboo, now mark the country’s efforts at soft power.

Balancing Reform and Stability

As Saudi Arabia embraces a broader identity, it must simultaneously manage risks. Emphasizing multiple cultures means addressing historical grievances among tribal or sectarian groups. Even well-intentioned efforts can spark disputes over which version of history is elevated. Additionally, extremist factions sometimes target cultural landmarks to undermine state legitimacy. Protecting sites without restricting public access requires sophisticated security measures and community engagement to ensure that heritage democratization does not become a vulnerability.

Yet, the Kingdom appears committed to leveraging these reforms for deeper stability. Officials see strong parallels between cultural inclusion and societal harmony: when people from different backgrounds identify with a unifying national narrative, the possibility of radicalization or separatism declines. This holistic approach resonates with social constructivist theory, which argues that shared norms and collective identities can reinforce state resilience. Saudi Arabia is thus staking its future on a blended formula: modernization anchored in tradition, social reforms tempered by religious values, and a security strategy that views heritage as a bulwark against fragmentation.

Saudi Arabia’s shift from policing extremism to celebrating cultural heritage represents a landmark change in how the Kingdom envisions security. By intertwining social cohesion, economic vitality, and national pride, Saudi officials believe they can mitigate the conditions that once fueled radicalism. Efforts like Vision 2030 highlight museums, festivals, and historic sites as catalysts for unity—forums where diverse communities can gather, share histories, and build a collective future. Alongside this internal movement, Saudi Arabia’s soft power campaign extends an invitation to the world, challenging outdated stereotypes and offering an alternative narrative about what the Kingdom stands for.

Whether these reforms will fulfill their promise depends on careful implementation, ongoing dialogue, and the willingness to address sensitive issues of regional identity and political representation. For now, the “democratization of heritage” serves as a telling symbol of how Saudi Arabia seeks to redefine its place in the modern age—protecting itself not solely through arms and alliances, but through a culture of inclusion. The Kingdom’s story suggests that a secure society may be one that values its own past deeply enough to share it openly with all its citizens—and, in time, with the world.

[Photo by Kremlin.ru, CC BY 4.0, via Wikimedia Commons]

The views and opinions expressed in this article are those of the author.