New Dimensions of Saudi Arabia’s Soft Power
New Dimensions of Saudi Arabia’s Soft Power

Summary/Abstract: To maintain its prestige and strengthen its power status while effectively competing for regional dominance against Shia Iran and Turkey, Riyadh’s authorities have rationalized their selection of foreign policy tools, shifting the focus from hard power to soft power. The shift resulted from the fact that Crown Prince Mohammed Bin Salman started to perceive soft power as the most effective means to stabilize the regional situation, which is a prerequisite for implementing the infrastructure giga-projects under Saudi Vision 2030, diversifying the Saudi economy, putting emphasis on sportswashing, the blue economy and the progressive liberalization of socio-cultural life, aimed at engaging foreign capital in the kingdom, attracting mega-investments and increasing tourism revenues to outcompete the UAE, as well as facilitating Riyadh’s leadership among Sunni Arab states and reducing dependence on the USA. From the perspective of Riyadh, the shift towards soft power is intended to portray Saudi Arabia as a modern, innovative, open, and tolerant monarchy.

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