After DJs and Raves, Saudi Arabia Turns to Home-Grown Culture

After years of drawing headlines with raves and international music festivals, Saudi Arabia is now spotlighting its own traditions in a bid to attract tourists and redefine its national identity.

In Terhal — a grand stage show in Riyadh — an actor in a red-and-white keffiyeh gallops across the stage on a white horse, weaving together the kingdom’s history, landscapes, and cultural heritage.

The pivot toward Saudi-inspired entertainment follows earlier controversies over rowdy music festival scenes. This year’s Riyadh Season program, while still featuring the popular MDL Beast festival, will be “almost entirely comprised of Saudi and Gulf musicians,” according to Turki Alalshikh, head of the General Entertainment Authority.

Rebranding Saudi Identity
“Vision 2030 is about pushing boundaries — and sometimes stepping back if needed,” said Sebastian Sons of German think tank CARPO.

Terhal — Arabic for “journey” — combines traditional Saudi chants, music, and costumes with modern light shows and high-tech stagecraft. Its story follows Saad, a young Saudi traveling across his homeland, performed by a cast of 100 that includes 55 Saudis — dancers, acrobats, and trapeze artists.

“This is about reframing and re-branding Saudi identity,” Sons added. “It blends modern arts with traditional heritage, making Saudi culture more accessible.”

Culture ministry spokesman Abdulrahman Almotawa said the production “captures both the beauty of Saudi landscapes and the depth of its traditions.” Artistic director Filippo Ferraresi noted he spent months studying Saudi regions, dances, and music in collaboration with local consultants and scholars.

From Bans to Broadway-Style Shows
Until 2018, public concerts and dancing were banned, and women were required to wear head coverings. Under Crown Prince Mohammed bin Salman, Saudi Arabia has opened up rapidly — hosting Formula One races, concerts by international stars like Jennifer Lopez, and lifting the ban on women driving.

The broader goal: make the kingdom more appealing to tourists and investors, reducing dependence on oil revenues.

“Entertainment sits at the crossroads of Vision 2030’s social and economic goals,” said Kristian Coates Ulrichsen of Rice University’s Baker Institute. “It’s both a sector of untapped potential and a showcase for the changes happening inside Saudi Arabia.”

A Dream for Performers and Audiences
For 23-year-old Saudi dancer Talha Mas, performing in Terhal was “a dream come true” — a chance to spin across the stage with her hair uncovered, something unthinkable just a few years ago.

Spectator Asser Saleh, 37, said he felt proud watching the show in Riyadh: “Before, you had to go to Europe or the United States to see this kind of performance.”