Current Situation
In just six years’ time, the World Expo will open under the theme: "The Era of Change: Together for a Foresighted Tomorrow".
Approximately 40 million visitors are expected to visit the Saudi capital, a figure to be considered within a strategy aimed at attracting around 150 million tourists annually by 2030. The influx of over 27 million international tourists in 2023 already represents a remarkable 56% (!) surge compared to 2019. The objective is to increase the sector's significance from its current 4.5% to 10% by 2030.
Al Ula, Jeddah, and Now Diriyah
In terms of large-scale cultural events, the offer extends beyond Al Ula and the Jeddah Biennial, which welcomed 600,000 people last year, and on display until the 24th of May, with the Diriyah Biennial, spanning nearly 13,000 m2 with the theme "After Rain". 177 works are showcased in pavilions taking over the new Arty JAX district for the occasion, creating a true art ecosystem in the capital: music, fashion, artists' studios, galleries and other venues are constantly developing and renewing themselves. The newly established SaMoCa (Saudi Arabia Museum of Contemporary Art) presents an international lineup, featuring renowned artists from many countries (France, India, Japan, Argentina, as well as from the region). Among the outstanding installations are those of Belgian artists Hans Op De Beeck and Saudi Muhannad Shono with an original work around charred palm trees.
Alia Farid, In Lieu of What Was, 2019 - Diriyah Biennale.
Maxime Bos, Generation2030, Edouard Zeitoun, Quai 36, Wejdan Reda, Co-Curator, 2024 DCAB, and the art adisvor Philippe Danjean discovering the Diriyah Biennale.
Generation 2030, a Gateway for Cultural Exchanges With France
The increase in local players' expertise involves partnerships between France and Saudi Arabia, such as Afalula, particularly Generation 2030.
The Generation 2030 association, chaired by Soha Alharbi, builds bridges between Saudi Arabia and France by encouraging exchanges of experiences and training, as well as knowledge-sharing. It aims to cultivate cultural alliances between both countries.
Through Generation 2030's expertise, local Saudi partners, like MBC Academy, make it possible through their funding to develop programmes for Saudi students and initiate projects within the creative and cultural sectors. Over the past two years, 87 young people have gone to study in France, in prestigious schools and institutes (Gobelins Paris, ESRA, Cannes, Cordon Bleu), in various disciplines (gastronomy, cinema, animation, etc.).
Left: Hans Op de Beeck, My bed a raft, the room the sea, and then I laughed some gloom in me, 2019. Right: Saudi Arabian Museum of Contemporary Art (SAMoCA).
Crafting a Strategy to Attract Art Market Professionals
Establishing a sustainable ecosystem and securing a lasting position on the global art calendar (both its market and flagship events) is a process that takes time. However, the country is certainly giving itself the means to reach this goal. The world of auctions is still evolving (except for sales of vehicles and industrial goods). Although rumours in 2023 regarding a potential collaboration with Art Basel were denied, plans for the World Art Saudi Fair, initially scheduled for September 2023, then postponed, are expected to happen soon.
TEAMLAB Arrives in Jeddah
Museums are growing across the country, with new venues regularly opening. This summer, the Japanese collective TEAMLAB will set up shop in the historic city of Jeddah. This permanent museum, created in collaboration with the Saudi Ministry of Culture, will be located along the shores of the Al-Arbaeen Lagoon, boasting over 80 sensory installations spanning a 10,000 m2 area.
Suzann Victor, Strike, 2021. Diriyah Biennale.
Ithra: Further Enriching the Cultural Landscape
Among the more established venues is the King Abdulaziz Center for World Culture (Ithra), funded by Saudi Aramco, which means "enrichment” in Arabic. It draws on Saudi Aramco's support for the arts (the Saudi oil and natural gas company held art exhibitions on its premises for decades) to promote creative thinking. Established in 2017, this cultural hub located in Dhahran includes a museum, concert and cinema halls, exhibition spaces, as well as a library.
A Remarkable Presence in Venice
In Italy, the Venice Biennale features the National Pavilion showcasing an installation by Saudi artist Manal AlDowayan entitled “Shifting Sands: A Battle Song”, displayed at the Arsenale until the 24th of November 2024. AlDowayan's work highlights the sonic and geological elements of the desert intertwined with the voices and energy of Saudi women, amid a profound cultural evolution.
The frenzy driving the expansion of the Kingdom's cultural landscape can be summed up in one aspiration: to become a must-see destination for the global artistic community.
Cover image: Madeline Hollander's installation Sunrise/Sunset (2021), on view until March 2024 at Noor Riyadh.
