DUBAI: Saudi Arabia’s transformation, showcased by world-class entertainment events, AI and green energy investments, and giga-projects, continues to redefine its global image and influence, but according to Middle East expert Norman Roule, more can be done to explain the Kingdom’s ambitions to the world.
On the diplomatic front, the former CIA operations officer believes Saudi-US relations will continue to thrive regardless of the administration in Washington and despite the temporary pause caused by the Gaza war.
“Truth be told, I see so much that is extraordinary in Saudi Arabia that the extraordinary has become the ordinary,” he said on the Arab News current affairs program “Frankly Speaking,” referring to the star-studded “1001 Seasons of Elie Saab” fashion show on Nov. 14 as part of Riyadh Season 2024, which has drawn over 6 million visitors and turned the Saudi capital into a cultural and entertainment hub.
“Saudi Arabia must have what it needs to achieve its vision as a global node of progress, stability, interfaith relationships,” Roule said, noting that the Kingdom “is located in the center of so many pathways of global commerce and social exchange between India and Africa, between Europe and Asia.”
Calling for a more robust narrative strategy to dispel misconceptions and showcase Saudi Arabia’s impact, he underscored the importance of investing in media programs similar to “Frankly Speaking” to communicate the Kingdom’s vision “in English to the international community.”
“The world needs more of it, not just to understand what the Kingdom is doing in and of itself, but how those ambitions will shape the global society and the global economy. Understanding Saudi Arabia’s investments in green energy, along with those of the United Arab Emirates. It’s critical to the future of the planet for developing countries — for the Global North and the Global South,” Roule told Katie Jensen, the host of “Frankly Speaking.”
“Understanding how entertainment connects Europe to Asia, how it’s going to shape how people move in the world. That can only be done with more information being put out.”
Roule spoke of Saudi Arabia’s influence on critical issues, such as women’s empowerment and cultural exchange, stating that it can reach well beyond its borders, shaping developments across the region and even other continents. “The role of protecting women’s rights is not just a Saudi issue,” he said, “but I’d like to see Saudi Arabia’s influence touch Afghanistan and Africa.”
Roule also offered an enthusiastic assessment of NEOM — a key part of Saudi Arabia’s Vision 2030 initiative to diversify its economy beyond oil — describing it as a game-changer for Saudi Arabia’s future. The $500 billion futuristic city on the Red Sea is designed to address challenges like population growth and sustainability while leveraging the Kingdom’s strategic location near the Red Sea.
“NEOM is 90 minutes from Athens and about 60 kilometers from the Suez Canal,” he said, and noted that its vision includes carbon-neutral technologies, transformative trade hubs like Oxagon, and revolutionary urban designs such as The Line.
“So much of this has never been done before anywhere in the world. It will be amazing,” Roule said.
“When people talk about The Line, which is often how NEOM is described in the West, I tell them, first, NEOM is the size of Belgium or Massachusetts,” he said. “Only 5 percent of the territory can be developed. And I think they’ve mapped that about 4 percent.”
Looking ahead, he said: “I have no doubt it’s going to succeed — it will be amazing — but it may not succeed on the schedule that some might hope.”
Roule laud the work done by the ambassadors of Saudi Arabia and the US in their respective capitals to strengthen bilateral relations. “Michael Ratney is not only experienced, a superb Arabist, but he’s someone who has a deep knowledge and understanding and respect for the region,” he said. “He’s exactly the sort of ambassador the United States would hope to have in a position as consequential as this.
“At the same time, you have Saudi Ambassador Reema bint Bandar in Washington, who is extremely capable. She is a national treasure for both of our countries as we look to understand and work together.”
Roule praised the two ambassadors for encouraging American executives to visit Saudi Arabia, saying: “I have been with such executives at some of these meetings. If they’re fresh to the Kingdom, they’re delighted and amazed; if they don’t come often, they’re delighted and amazed.”
Ultimately, he said, “the success that we all hope to achieve is not a business deal; it’s a partnership on the broader ambitions of the Kingdom and the United States for regional stability and progress.”
