Snow may not be the first thing you associate with Saudi Arabia. But right now, the country is recruiting a team of skiers and snowboarders to become the Kingdom’s first-ever Winter Olympic athletes at the Beijing Games in February.

The fact this is even possible is testament to how much the desert kingdom has expanded the availability of cultural and sports experiences in recent years.

Almost every month another globally renowned chef opens a new restaurant in one of Saudi Arabia’s major cities. And last year, the country made its first animated film, “Masameer,” about a girl using her passion for robotics and artificial intelligence to create good in the world.

But perhaps the most apt metaphor for the speed with which Saudi Arabia has shifted cultural gears in recent years is its inaugural Grand Prix this December.

As someone who was part of the team that brought cinemas to the Kingdom in 2018, I am seeing these changes close-up – and it is fascinating to watch.

Just three years ago, there were no big screens in Saudi Arabia. Fast-forward to 2020, and box-office revenues in the Kingdom actually overtook those of the UAE to become the top-grossing Middle East territory, despite coronavirus disease (COVID-19) lockdowns.

Entertainment and culture are vital to a vibrant, flourishing society – as the appetite for global cuisine, winter sports, Formula 1, and homegrown films is proving.

Toward Vision 2030

Driving this change is Saudi Vision 2030, Crown Prince Mohammed bin Salman’s plan to future-proof the Kingdom by creating a thriving economy that is not dependent solely on oil.

Vision 2030 comprises 96 strategic objectives under 11 supportive national programs, in areas ranging from housing to health – all with people’s well-being at their core.

Tourism will play a big part in the government plan – particularly encouraging Saudi nationals to holiday at home, drawing visitors to historical and cultural sites such as AlUla – as well as attracting guests from overseas, with inclusive e-visas for all types of tourists.

Since Vision 2030 was launched in 2016, Saudi Arabia has organized more than 2,000 entertainment, sports, and cultural events, attended by more than 46 million visitors. The energy behind this feat has been truly breathtaking to behold.

Boosting quality of life

As part of Vision 2030, the Quality of Life program is designed to provide all Saudi citizens with both job security and opportunities to improve their lifestyles.

This means making entertainment and leisure experiences available to everyone, even in remote cities, and creating jobs in those industries.

Creating an economic ecosystem

A new cinema opened this year in Hail, for example, employing 110 people and supporting another 300 jobs indirectly, through services ranging from construction and design to maintenance.

And it is not just about creating jobs. Building upskilling into these ecosystems is just as critical, not only for people to progress their careers but to future-proof the sector’s expansion and the economy as a whole.

Another key element in creating a thriving Saudi economy is increasing women’s participation in the workforce.

Under the Vision 2030 goals, Saudi Arabia’s target for female participation was pegged at 30 percent by 2030. In 2017, the figure stood at 21 percent. By 2020, the share of women in the workforce had reached 33 percent, meeting and even exceeding the target some 10 years early, according to the government.

Enhanced entertainment experiences

As a marker of the importance of experiences to building the Saudi Arabia of the future, Vision 2030 wants household spending on cultural and entertainment activities to double by 2030, from 2.9 percent to 6 percent.

I know this can be achieved because I have seen Saudi behavior change so much in the past three years. I am also sure there is still pent-up demand for connection and shared experiences, particularly among the Kingdom’s young population – which stands at 70 percent under the age of 40.

Before 2018, many Saudis would spend their leisure time – and money – in my native Dubai or in Europe, where they developed an appetite for fine dining and other leisure experiences.

Thousands of students who went overseas to study on the King’s Scholarship Program in the past 20 years have returned with greater expectations of the venues and experiences they want back home.

Overcoming challenges

Saudi Arabia’s cultural shifts haven’t been without challenges, of course. When cinemas were allowed to open in 2018, there was a stark difference in reactions – from those who were unconvinced, to those who welcomed them.

Then there was COVID-19, which caused obvious difficulties for in-person experiences such as movie-going. Globally, the pandemic has had a huge impact on the cinema industry. But we are lucky that in Saudi Arabia we are back to 80 percent capacity, while keeping safe new behaviors in place. This again shows the important place such experiences occupy in people’s lives.

Reducing physical touchpoints with the help of digital technology – for example to book tickets or order drinks and snacks – has played an important part in giving audiences the confidence to return to real-world venues.

The key to realizing the country’s Vision 2030 is meeting people where they are and enabling their aspirations – whether that be an elaborate dinner, a seat at the Grand Prix, an evening at the movies, or the chance to become a film director or Olympic skier.

For me, it is about bringing exhilarating new types of experiences, in particular those that can be enjoyed with family and friends, while helping to inspire home-grown talent and creating jobs – from the movie studio to the ski slope.

• Mohamed Al-Hashemi is the country head, Saudi Arabia, for Majid Al Futtaim Leisure, Entertainment, Cinemas, and Lifestyle.