Saudi Arabia, long known for its rapid embrace of global pop culture and Western-style music festivals, is now turning inward to highlight its own heritage. As part of its Vision 2030 reforms, the kingdom is investing in large-scale productions that celebrate Saudi traditions, folklore, and artistic expressions to attract both international tourists and locals seeking a renewed sense of identity.
One of the most striking examples of this cultural evolution is Terhal—a grand stage show in Riyadh that blends traditional Saudi storytelling with cutting-edge technology. The performance features a young Saudi protagonist, Saad, who embarks on a journey across the kingdom, discovering its landscapes, folklore, and traditions along the way.
Terhal: Tradition Meets Technology
Terhal—meaning “journey” in Arabic—combines traditional Saudi music, chants, and attire with modern choreography, acrobatics, and high-tech light shows. The production includes over 100 performers, with 55 of them being Saudi nationals, showcasing a mix of acrobats, trapeze artists, and dancers.
The show’s artistic director emphasized that extensive research was conducted into Saudi traditions, including collaborations with cultural consultants, professors, and writers. This allowed for an authentic yet modern representation of regional dances, music, and heritage, making the show both a cultural celebration and a world-class entertainment experience.
National Identity Through Culture
For decades, Saudi Arabia’s cultural expression was largely constrained by restrictions on music, dancing, and public performances. Until 2018, concerts and public dance events were banned, and women were required to wear head coverings. The sweeping social reforms under Vision 2030 have since opened the door to concerts, international sporting events, and new freedoms for women, such as the right to drive.
However, the current shift shows a deliberate effort to balance global influences with a stronger emphasis on homegrown traditions. By investing in cultural productions like Terhal, Saudi Arabia aims to present a national identity that is less austere while still rooted in its historical and regional heritage.
Vision 2030 and Economic Diversification
Saudi Arabia’s entertainment sector is more than a cultural initiative—it is also a strategic economic driver. Entertainment and tourism are seen as vital components of Vision 2030, designed to reduce the kingdom’s reliance on oil. Officials view the arts as an untapped sector with significant potential for growth, capable of creating jobs, attracting international visitors, and boosting global perception of the kingdom as a modern destination.
Industry experts highlight that cultural showcases like Terhal are not just about entertainment but also about reframing Saudi Arabia’s global image. They present the kingdom as a country that respects its past while embracing innovation and inclusivity.
Pride and Inspiration Among Locals
For Saudi performers, the chance to participate in such productions is life-changing. Dancers and artists, once restricted by conservative norms, now perform freely on stage in front of diverse audiences.
One young Saudi dancer described her role in Terhal as a “dream come true,” recalling how only a few years ago she would not have been allowed to perform in public with her hair uncovered.
Audiences also share a sense of pride in witnessing these cultural milestones. For many spectators, the performances rival international productions, eliminating the need to travel abroad for world-class entertainment.
Saudi Arabia’s embrace of cultural heritage through productions like Terhal marks a pivotal moment in its ongoing transformation. By weaving tradition with modernity, the kingdom is not only strengthening its national identity but also laying the foundation for a thriving entertainment and tourism industry.
As Vision 2030 progresses, Saudi Arabia is set to become a cultural hub where visitors can experience both the richness of Arabian traditions and the excitement of modern entertainment—showcasing a new chapter in the kingdom’s evolving story.
