Saudi Arabia, long known for its strict cultural codes, is redefining its entertainment landscape. After initially opening its doors to Western-style raves and large-scale music festivals, the kingdom is now turning its attention to homegrown traditions to attract tourists and reshape its national identity.
A prime example is Terhal, a spectacular stage production in Riyadh that celebrates the kingdom’s heritage. On stage, an actor dressed in a traditional red-and-white headdress rides a white horse, taking audiences on a journey through Saudi Arabia’s cultural landmarks. The show combines traditional music, chants, and national dress with state-of-the-art lighting, technology, and performance techniques, creating a blend of the old and the new.
The storyline follows Saad, a young Saudi discovering his country, and features a troupe of 100 performers, including 55 Saudis, performing acrobatics, trapeze acts, and dance. Terhal illustrates a shift toward more culturally rooted entertainment after past music festivals in Riyadh made headlines for rowdy behavior.
Despite this turn toward local traditions, international and regional acts remain part of the calendar. This year’s Riyadh Season program, including MDL Beast, is expected to showcase predominantly Saudi and Gulf musicians, according to Turki Alalshikh, chairman of the General Entertainment Authority.
Observers note that this careful approach reflects the experimental nature of Vision 2030, the kingdom’s ambitious economic and social reform plan. “Vision 2030 is about testing boundaries,” said Sebastian Sons of the German think tank CARPO. “If two steps are too much, you take one step back.”
By integrating tradition, technology, and tourism, Saudi Arabia is crafting a new narrative for its entertainment sector—one that honors the past while embracing the future, appealing to both local audiences and international visitors.
