by Dario Salvi

Second installment of AsiaNews' reportage in the Gulf countries. From the tourism boom to shows, from sports to entertainment, Saudi Arabia is undergoing a phase of profound transformation. In a delicate balance between tradition and modernity, the new generations are “key” to interpreting the development impressed by Crown Prince Mohammed bin Salman and the signs of changing times.

Riyadh (AsiaNews) - A key to understanding the recent changes in Saudi Arabia lies in its youth. This was the observation shared by a European diplomatic source—speaking on condition of anonymity—as we drove through the bustling streets of central Riyadh, alive at all hours, day and night, and in November and December almost indistinguishable across the 24-hour cycle. Over 70% of the population is under 35, with those aged 15 to 34 forming a particularly significant proportion. The average age is just 26.6, well below the global average of 33.6. In 2024, Saudi women had an average of 2.7 children, compared to the global figure of 2.3.

“Saudi Arabia is opening up to itself,” our interlocutor continued, “through its young people, especially those in the cities. It’s fascinating to observe them—not only during major sporting, cultural or entertainment events, but also in their everyday lives and interests, which in many cases mirror those of their Western counterparts, though not universally. Some remain firmly attached to the conservative camp and resist change,” he noted, “so a balance must be struck—and that, more than anything, is the real challenge. These openings must be absorbed and digested, even though the pace of change is often rapid.”

One example is the shift of the weekend from Thursday–Friday to Friday–Saturday, aligning with international financial markets. “The decision,” the source remarked, “was taken in a matter of days, while nothing has yet been done about Saturday–Sunday,” a change that would have repercussions well beyond the workplace. “Other reforms will take longer,” he added, “and may face greater resistance.” Among the factors driving gradual social change—particularly among younger Saudis with “a more open mind”—are experiences abroad and immersion in the world of business and commerce. Most, he pointed out, are millennials who left to study or work and have since returned home.

A Lebanese couple who have lived in the kingdom for over 40 years, whom we met in one of the luxury hotels near several Western embassies, recalled the first real signs of change between 2017 and 2018. In the past, “the morality police enforced mosque attendance, and even expatriates had to wear the abaya [for women] or the thobe [dishdasha, the traditional male tunic worn in Gulf countries]. During Ramadan, the holy month of fasting and prayer, companies had to halt work, and eating in public was impossible without risking sanctions. Religious obligations had to be strictly observed.”

“Among the first signs of openness,” the couple said, “was allowing women to drive. Today, women can leave the house alone, travel abroad, and work without the requirement of male guardianship.” Clothing has also become far more flexible: “Some women still wear the full veil, others leave their faces uncovered, and some”—as I observed both on the flight and while visiting Riyadh and Jeddah, where stricter norms persist due to proximity to Mecca—“dress much like young women in the West.” In this context, the leadership is keen to “present an image to the outside world that differs from the stereotypes too often perpetuated by foreign media.”

Visiting Saudi Arabia, one senses a reality in flux—not only in infrastructure, with construction sites everywhere from the capital to the Red Sea, but also in culture and society, even as Islam remains the central reference point. Conversations with diplomats and long-term expatriates converge on one view: the architect of this transformation, which seeks not to discard tradition but to reinterpret it, is Mohammed bin Salman. Born in Riyadh on 31 August 1985, he is now 40, but since 2017—at just 32—he has served as Crown Prince, becoming the kingdom’s de facto leader under his father, King Salman, who ascended the throne in January 2015. His first public role was as Defence Minister nearly 11 years ago; he became Deputy Crown Prince in April 2015, heir apparent two years later, and Prime Minister in 2022.

His flagship initiative is Vision 2030: a sweeping political, economic and social programme placing younger generations at its heart, despite challenges such as workplace fatalities and doubts over mega-projects like Neom, the futuristic city on the Red Sea. When launching the plan in 2016, the Crown Prince underscored the value of youth: “Our true wealth lies in the ambition of our people and the potential of our younger generation. They are the pride of the nation and the architects of the future.”

The strategy includes strengthening education, specialised training, technology, sport and e-sports, culture and renewable energy. This underpins the boom in entertainment, sport and show business, with concerts unimaginable a few years ago—Guns N’ Roses, Christina Aguilera and The Kid LAROI among them. The kingdom’s flagship music event, and the largest in the Middle East, is the Soundstorm electronic festival: a three-day desert extravaganza featuring global stars alongside local talent, first held in 2019 and now in its sixth edition (it skipped 2020 due to the pandemic). Tourism, too, is booming—not only religious pilgrimages to Mecca but leisure travel, with a “real surge,” confirms a local operator, “from various regions, including the West.”

Figures bear out bin Salman’s optimism: while major economies such as Japan and China are projected to lose 20–50% of their populations by 2100 due to ageing, the Gulf monarchy is on the opposite trajectory. Its population reached 35.3 million in 2024 (Saudis account for 55%), with a growth rate of 2.52% driven by births and immigration. Despite global declines in fertility, Saudi Arabia’s outlook remains positive, signalling continued generational renewal.

The man behind this shift, as noted, is bin Salman—who appears to have moved beyond the shadows of his early years in power (2015–2018). Internationally, there were tensions with Iran and the severing of diplomatic ties after the attack on the Saudi embassy in Tehran—later resolved through Chinese mediation—the Gulf crisis with Doha, and the war against Yemen’s Houthis. Domestically, two episodes drew global scrutiny: the murder of journalist Jamal Khashoggi in Istanbul and what became known as ‘The Night of Fear’, when numerous royals were detained. “Then came the turning point,” the diplomatic source reflected, “as he shifted from man of war to prince of diplomacy, reform and development—steering the nation beyond its dependence on oil towards a new future.”

The figures seem to confirm the potential referred to by bin Salman: according to some studies, most of the world's major economies - Japan and China, to name but a few - will lose between 20 and 50% of their population by 2100 due to aging. The opposite is true for the Gulf monarchy, which reached 35.3 million in 2024 (Saudis account for 55%) and a growth rate of 2.52% driven by births and immigration. Despite an overall decline in global fertility rates, the outlook remains positive for Saudi Arabia, which confirms a progressive growth of new generations.

The architect of this change is, as noted, bin Salman, who seems to have dispelled the shadows of his early years in power, between 2015 and 2018. On the international front, there has been the clash with Iran and the breakdown of diplomatic relations after the attack on the Saudi embassy in Tehran, which was then resolved through Chinese mediation, the ‘crisis’ in the Gulf with Doha, and the war against the Houthis in Yemen. In terms of rights and internal repression, there have been two controversial episodes: the murder of journalist Jamal Khashoggi, a critical voice of the Riyadh government and the crown prince, carried out inside the consulate in Istanbul, and what is remembered as ‘The Night of the Devils of Fear’, with the arrest of numerous members of the royal family. ‘Then came the turning point,’ comments the diplomatic source, ‘with the transformation from man of war to prince of diplomacy, reform, and development’ to lead the nation beyond its dependence on oil towards a new future.

“It is fascinating,” remarks a European scholar as we stroll through Deera Square—better known as Chop-Chop Square or Justice Square, once the site of public executions by beheading—“to try to grasp MBS’s political and international vision. His aim is to position the kingdom as a credible global player and diplomatic partner,” he adds, citing Saudi attempts to mediate between Russia and Ukraine, “while driving internal reforms.”

“In the early days,” he continues, “he was seen abroad—perhaps superficially—as a man of war. But with Vision 2030, the approach has shifted,” though not before “curbing the influence of those who might overshadow him.” Critical issues remain: in terms of rights and freedoms—including religious liberty—there is still considerable room for progress. The death penalty, the scholar notes, “is still enforced,” as AsiaNews reminds us, “but the process of change has begun. The ‘old guard’ persists,” he concludes, “even if it has been sidelined as the country moves beyond its radical and conservative outlook.”

Signs of change often emerge through gestures that elsewhere might seem trivial—even ordinary. One such signal is the anticipated opening in Riyadh, by 2026, of “a specialised venue” where it will be possible to purchase alcohol—albeit limited to moderate options such as wine and beer, with spirits remaining prohibited. “Music, cinema, sport—and now alcohol,” stresses an embassy official who has served in the Gulf for a decade, “are all indicators of a society in transition, following a very deliberate philosophy: the philosophy of the announcement. Government leaders,” he explains, “deploy this technique to ‘test’ public reaction across all segments and age groups. After the announcement phase and gauging responses—including negative ones—a decision is made on whether to proceed with the reform, the change, the law.”

On the subject of alcohol sales, the official notes, “Saudi newspapers have published several articles since June hinting at the opening of dedicated shops. After the announcement, we await the final verdict, though one real concern remains: in a metropolis like Riyadh—already chaotic, with often anarchic traffic—will drink-driving lead to more fatalities and accidents?” Road safety, he concludes, “was one of the major considerations behind Vision 2030 and has already contributed to a 50% reduction in deaths since 2016.”

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