Saudi Arabia, a land known for its rich cultural heritage and historical significance, is experiencing a transformative shift in its identity as it emerges as a prominent tourist destination. Under the visionary leadership of Crown Prince Mohammed bin Salman, the Kingdom has embarked on a journey to diversify its economy and promote tourism as a key sector. As part of this strategy, design has become a pivotal element in reshaping Saudi Arabia’s identity, with a focus on creating unique experiences and capturing the essence of the nation’s traditions, history, and aspirations. We have been extremely fortunate to have worked, and continue to work across the Kingdom on some of the most transformative masterplan and architectural projects.

Vision 2030: A Catalyst for Change

Crown Prince Mohammed bin Salman’s Vision 2030 is a comprehensive plan aimed at modernizing and diversifying the Saudi Arabian economy. Recognizing the potential of tourism as a major revenue generator, the government has invested heavily in developing the necessary infrastructure, attracting international investors, and enhancing the country’s image. The strategic utilization of design has played a crucial role in an evolved rebranding of Saudi Arabia as an attractive destination for global travelers. Our role in providing the crucial visioning aligned to the human dimension of the placemaking has afforded our teams a rapid education on the culture, language and ambition inherent with 2030.

Reviving and Creating Cultural Heritage through Architecture

The Crown Prince’s emphasis on design has revitalized Saudi Arabia’s architectural landscape, blending modernity with tradition.. The Kingdom’s ambitious projects, such as the futuristic NEOM, Qiddiya entertainment hub, and the Amaala luxury resort, showcase innovative architecture while respecting the country’s heritage. By integrating local craftsmanship and architectural styles into these projects, Saudi Arabia seeks to preserve its cultural identity while offering visitors a unique experience. By continuing to layer Hijazi and Aseer tradition with wilding visionary and unique architecture we believe the world will begin to see a new emerging style that is unique to the region. This is a fine example of a country that knows its identity and fights for it in the midst of global modernity. 

The rise of Saudi Arabia as a premier tourist destination stems from its visionary leadership, exemplified by Crown Prince Mohammed bin Salman, and its strategic use of design to reshape the country’s identity. By blending modernity with tradition, creating iconic landmarks, showcasing cultural experiences, and promoting sustainability, Saudi Arabia has successfully positioned itself as a must-visit location for travelers worldwide. As the Kingdom continues to evolve, its commitment to design will continue to play a pivotal role in shaping a vibrant and distinctive Saudi Arabian identity on the global tourism stage. We continued to be inspired working in the region and look forward witnessing the once in a lifetime transformation if this important political and cultural country. 

Due to the high confidentiality of our work in the Kingdom we are unable to share the details at this time. For more information of ERA-co’s placemaking, urban analytics, urban design and placemaking projects contact Steven Cornwell via email on steven.cornwell@era-co.com