Cultural diplomacy: A reflection on Saudi engagements in Europe 
As we settle into winter, we reflect on summer and autumn 2024, which were eventful seasons for Saudi Arabia’s cultural diplomacy in the UK and France. Through a series of high-profile events, the Kingdom promoted cross-cultural understanding, strengthened economic partnerships, and created an enabling environment for exploring shared values.
A milestone in the summer was Saudi Arabia’s participation in the 2024 Summer Olympics and Paralympics in Paris. The Saudi Olympic delegation for Paris 2024 featured eight athletes, including two women, competing in athletics, equestrian, swimming, and taekwondo. The Paralympic team consisted of nine athletes, two of whom were women, participating in athletics, taekwondo, table tennis, weightlifting, and equestrian events. In June, across the channel, Saudi Ambassador to the UK Prince Khalid bin Bandar opened an event at the Saudi Embassy in London, organized by Johara Global. The event highlighted the growing influence of Saudi women in culture and sports. Such initiatives, combined with Saudi Arabia’s participation in the Olympics and Paralympics, showcase the Kingdom’s accomplishments in sports diplomacy and its commitment to enhancing women’s participation in athletics.
Alongside sports, art and music have been significant areas of focus. A standout event in August was the Ahmed Mater summer exhibition at Christie’s in London, which brought contemporary Saudi art to the forefront of the international art scene. This show, along with Sotheby’s London “Khamseen: 50 Years of Saudi Visual Arts” exhibition at top international venues, highlight Saudi cultural exports and build a deeper appreciation of the Kingdom’s creative contributions. As a trustee of the Saudi British Society, I collaborated with both auction houses to host our members and several diplomatic delegations. For some visitors, it was their firs encounter with Saudi art, making it a particularly meaningful experience.
Through a series of high-profile events, the Kingdom promoted cross-cultural understanding and created an enabling environment for exploring shared values.
In September, the Saudi National Orchestra and Choir performed to an audience at Westminster Hall in London, representing a major milestone for Saudi music on the international stage. Most recently, this month, an immersive experience at the Outernet digital space near Oxford Street drew many visitors to discover Diriyah, its architecture and history through immersive experiences. In Paris, Saudi Arabia led the launch of the Arab Week initiative at UNESCO, offering visitors the opportunity to experience a taste of Arabia in the two capitals.
The impact of these cultural diplomacy efforts and partnerships extends beyond the cultural sector. Looking forward, collaborations from GREAT FUTURES, an initiative between the UK and Saudi governments, would support the Kingdom’s Vision 2030 goals. This comprehensive program promotes trade, investment, tourism, education, and cultural engagement, building connections between senior leaders from both nations.
To drive further progress and ensure strategic learning, evaluating the impact of these partnerships and events through data collection will enable the development of valuable resources. It will support future engagements and scale up these initiatives. This process could include designing a comprehensive impact evaluation framework grounded in the soft power ecosystem and creating a soft power committee. It will align efforts and push forward the cultural goals outlined in Vision 2030, positioning culture as a key pillar of Saudi Arabia’s successful and measured global engagement strategy.
• Dr. Ghadah W. Alharthi is an international cultural adviser and an associate professor specialising in culture and innovation at Central Saint Martins, University of the Arts London. X: @GhadahWA
