Thanks to Vision 2030: the KSA embraces the “new normal” as Saudi quality of life looks up
Leaders across the world have announced that we can look forward to a “new normal” once highly effective vaccines were developed. Any return to life before the pandemic must be accompanied by the new normal. What has worked in the past should be honoured. That which did not work should be improved and replaced with the “new.”
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This is the attitude both the Saudi government and private businesses in the Kingdom have taken since the inauguration of Vision 2030. Saudi Arabia is well prepared for the changes the pandemic has delivered.
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One particular arm of Vision 2030 is perfectly placed to help the citizens, ex-pats, and businesses of Saudi Arabia embrace the future — this is called the Quality of Life Programme 2020. This program was created to improve the individual’s lifestyle in Saudi Arabia.
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The Quality of Life Programme 2020 was launched in May 2018 by the Council of Economic and Development Affairs (CEDA). This program is designed to help realize the grander project of Vision 2030 as Vision Realisation Project (VRP).
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The program has committed to projects such as an arts island in Jeddah containing 45 cinemas, 16 theatres, and 42 libraries. Goals such as these come with generous funding from the government and private businesses with investments in the billions of dollars. The aim is to create up to 346,000 high-quality jobs in retail, culture, arts, and services. Employment for the young people of Saudi is a key aspect of all government programs.
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These Saudi initiatives have caught a?global zeitgeist?with many countries and organizations. We should begin to measure Gross National Happiness (GNH) alongside GDP. Globally the Scandinavian countries of Finland and Denmark score highly in national happiness indexes. Saudi Arabia also leads the Arab and broader MENA region Happiness Index. In 2021, Saudi Arabia rose to the top 30 countries in the world for Happiness Index, a jump of 17 places since 2017 within the?UN World Happiness Report.
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The Kingdom’s success is attributed to high levels of trust between citizens and the government.?Diversification of the economy into exciting retail and arts sectors continues to engage the Saudi population. The removal of many restrictions for women across Saudi is particularly important. Women driving, normalization for mixed company in restaurants, cinemas, concerts and work has appealed to all Saudi citizens.?With 65% of the population under age 35, the Saudi leadership has provided success through creating a society defined by employment and entertainment.
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Saudi Arabia’s citizens, both young and old, have the benefit of living in a society that offers the best of old and new through government initiatives and market incentives. Pandemic restrictions have?eased?thanks to high vaccination rates. Now social distancing, mandatory masking, and quarantine on arrival have been removed. Thankfully we are waking up to the new normal and the improved quality of life it provides.
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In 2017 the government lifted a 35-year ban on cinemas in the Kingdom. Since then, a boom in the entertainment industry has taken place.?According to?Forbes, USD 64 billion is slated to be invested in the entertainment industry to 2030. This has resulted in a?cultural boom?in the cinema sector, helped by a loosening of social restrictions.
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Over the last four years, it is?reported that?eleven cinema operators have been licensed to operate in Saudi, providing 34 venues in 12 cities with over 342 screens. Meshaal bin Omairh, Group CEO of Al Othaim Investment Co., said “operating as a new corporate entity, Al Othaim Investment Co. has played a part in embracing the “new normal.” The company, which is a large operator of shopping centres in Saudi Arabia, has opened a number of multiscreen cinemas in our malls”.
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Saudi Arabia’s large youth population and fledgling dynamic cinema scene should combine in the next decade to produce amazing art that will have a global impact. It is vital that countries around the world including Saudi build international arts initiatives with brand name recognition.
The film industry is not the only sector growing and helping improve quality of life. Restaurants and sports events have also seen growth and a loosening of regulations for women. Segregated seating for women and children has been removed in restaurants and international sporting events like the?Jeddah Grand Prix?where now we see gender parity and a relaxed dress code.
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A good measure of quality of life is how liveable a country’s important cities are. HRH the Crown Prince’s Vision 2030 program aims to raise three or more Saudi Arabian cities into the Economist’s Top 100 Global Liveability Index. The reforms he has enacted along with the growth of a dynamic private entertainment sector will build momentum to achieve a new place in the Global Liveability Index.
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In the coming decade, the Saudi Arabian “new normal” will increasingly mean something tangible to its people. They will be able to look around and see the positive effects of business and government working together. In 2030 statistics on Gross National Happiness will be on the lips of global leaders at Davos and the G20. Vision 2030, the Quality of Life Programme, and the efforts of private companies will help the Kingdom become an exemplary case study for the Middle East. By 2030, a high quality of life should be?just