Using the Made to Stick Framework for Analyzing Crown Prince Mohammed bin Salman's Media Appearances (PDF)

**Using the Made to Stick Framework for Analyzing Media Appearances of Crown Prince Mohammed bin Salman** **Saeed Abdulrahman Al amoudy** **Abstract:\ \ **This study examines televised interviews and public appearances of Crown Prince Mohammed bin Salman (MBS) in order to understand how his commun...

**Using the Made to Stick Framework for Analyzing Media Appearances of Crown Prince Mohammed bin Salman** **Saeed Abdulrahman Al amoudy** **Abstract:\ \ **This study examines televised interviews and public appearances of Crown Prince Mohammed bin Salman (MBS) in order to understand how his communication strategies effectively resonate with both domestic and international audiences. The aim of this essay is to investigate MBS' ability to articulate Vision 2030 reforms and leadership goals by utilizing compelling and memorable messages and signals. The evaluation focuses on six core principles of communication: Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and Stories, offering insight into why his speeches and interviews tend to have such a lasting impact. The study employs thoroughly analysis of qualitative content by examining key public appearances, including interviews on FOX News and Discovery Channel, as well as keynote addresses at the Future Investment Initiative \"Davos in the Desert\" (1, 2, and 4). My findings have revealed that MBS's communication strategy is centered on simplifying complex policies, employing innovative approaches to capture attention, and sharing inspiring stories which evoke national pride and spread hope among the youth. His speeches often include a combination of statistical evidence of progress with relatable personal and national stories, making his vision more engaging for his audience. The study sheds light on how these strategies contribute to building popular support for Saudi Arabia's transformation and reinforcing its global image. ### Introduction Crown Prince Mohammed bin Salman has solidified his position as one of the most influential leaders in the Arab world. In 2024, he was named \"Most Influential Arab Leader\" for the third year by RT Arabic, a testament to his growing impact on both regional and international stages. The Saudi Crown Prince received 366,403 votes, accounting for 69.3% of the 530,399 votes cast in the poll conducted by \"RT Arabic,\" (RT, 2024).This recognition exhibits the widespread public support for his policies and appreciation for his leadership style, vision, and the significant reforms he has fronted in Saudi Arabia. This recognition is not just an acknowledgment of his domestic achievements, but also of his broader and equally significant role in reshaping global perceptions of Saudi Arabia. At the core of the Crown Prince's leadership style is a very strategic and impactful use of media and media platforms. His ability to communicate transparently and directly with diverse audiences has played a pivotal role in advancing Saudi Arabia\'s Vision 2030, as well as reshaping global perceptions of the Kingdom. By leveraging local and international media, including platforms such as Bloomberg, FOX News, CBS, and Discovery, as well as high-profile events such as the Future Investment Initiative (\"Davos in the Desert\"), the Prince has propelled a progressive image of Saudi Arabia, emphasizing openness, innovation, and economic diversification. A key element of his media strategy is to promote Saudi cultural identity through the use of the Arabic language in international settings. This ultimately underlines the significance of the langage in preserving national heritage and culture. Simultaneously, he demonstrates linguistic versatility, as seen in his confident articulation of complex ideas expressed in the English language during interviews such as we witnessed during his Discovery Channel appearance. These efforts highlight his commitment to both fostering national pride and engaging with global audiences. Mohammed bin Salman's emphasis on transparency and clarity further strengthens his leadership skills. Through the use of media, he effectively outlines Vision 2030's goals, shares tangible achievements, and addresses societal reforms, including women's empowerment. This approach builds trust both domestically and globally, as it enhances Saudi Arabia's credibility on the global stage, positioning the Kingdom as the leading country in innovation and modernization in the Arab world. **** **Literature Review:** 1. The study, Communication Dimensions and Media Messages in the Speeches and Interviews of Crown Prince Mohammed bin Salman (Jeshei, 2019):\ This study analyzes the communication strategies and media messages employed by Crown Prince Mohammed bin Salman. It examines his use of rhetoric and language to inspire trust, engage audiences, and convey the Saudi Vision 2030 effectively. The study highlights his ability to integrate national pride and global ambitions into his speeches, positioning Saudi Arabia as a progressive nation. 2. The study, Persuasive Speech Acts in Barack Obama's Inaugural Speeches (2009, 2013) and The Last State of the Union Address (2016)(Altikriti, 2016):\ This research examines Barack Obama's use of persuasive speech in order to both articulate his vision, and mobilize audiences. It focuses on his ability to effectively use language which balances abstract ideas with tangible goals, fostering unity and engagement across diverse groups. 3. The study, A Pragmatic Study of Barack Obama's Political Propaganda(Al-Ameedi & Khudhier, 2015), This study explores the linguistic and rhetorical strategies employed by Barack Obama in his political discourse. It analyzes how pragmatic techniques were used to influence public opinion and build credibility, with a specific focus on effective communication practices within leadership. 4. The study, Methods of Propaganda in the Iraqi Political Discourse: A Study of the Content Analysis of the Weekly Press Conference of the Prime Minister(Mohammed Hussein, 2021), This research investigates the use of propaganda techniques in Iraqi political discourse. Through content analysis, it explores how the Prime Minister utilized language and media to shape public perception while also maintaining official authority. 5. The study, The Engines of Persuasive Communication in the Egyptian Presidential Discourse Directed to the International Media: Applying to Presidential Discourse of Honorable President Abdel Fattah El-Sisi During the Years from 2014--2017(Al-Sharbiny, 2020), examines the persuasive strategies employed by President Abdel Fattah El-Sisi in his international media addresses. It focuses on his use of rhetoric and communication tools to project a positive image of Egypt, clarify policy directions, and enhance Egypt's role in regional and global affairs. The analysis covers speeches and statements delivered between 2014 and 2017, underlining techniques such as logical arguments, emotional appeals, and credibility. 6. The study, Political Discourse Analysis: Analyzing Building Tasks in Trump\'s Speech in Saudi Arabia, investigates the rhetorical strategies and linguistic tools utilized by former U.S. President Donald Trump during his speech in Saudi Arabia(Alenizi & AbuSa'aleek, 2022). It focuses on the \"building tasks\" within the speech, which are rhetorical components designed to construct specific narratives, shape relationships, and establish authority. The analysis examines how Trump\'s discourse aimed to strengthen U.S.-Saudi relations, address mutual interests, and promote a shared vision for regional stability and counterterrorism. 7. The study, Justifying War in Ukraine: An Analysis of Speeches, Excerpts, and Interviews by Vladimir Putin(Goudimiak, 2016), examines the rhetorical and discursive strategies used by Vladimir Putin to justify the war in Ukraine. It focuses on how Putin framed his narratives to rationalize military actions, garner domestic support, and shape international perception. The analysis explores themes such as nationalism, historical revisionism, and security concerns, further highlighting the use of emotional appeals, logical arguments, and propaganda techniques to legitimize his policies and actions. 8. The study, A Critical Discourse Study of Hillary Clinton's 2015/2016 Presidential Campaign Discourses*(Jensen, Jakobsen, & Pichler, 2016)*, analyzes the rhetorical and linguistic strategies used by Hillary Clinton during her presidential campaign. It examines how Clinton framed her messages to address key political, social, and economic issues, aiming to resonate with diverse voter demographics. The study explores her use of inclusivity, gender dynamics, and policy-focused narratives, exemplifying how her discourse sought to establish credibility, connect emotionally with voters, and promote her vision for leadership. ### **Commentary on Previous Studies and Their Relevance** The reviewed studies mutually provide a robust foundation for understanding effective communication strategies which are repeatedly employed by global leaders. They emphasize the use of rhetorical techniques, emotional engagement, credibility, and persuasive messaging to convince audiences, shape public perceptions and convey national visions. These insights are specifically relevant in the analysis of Crown Prince Mohammed bin Salman's media appearances, particularly when promoting and articulating Vision 2030, as well as when attempting to enhance Saudi Arabia's global image. By drawing on these studies, the current research gains comparative and theoretical perspectives on leadership communication, aiding in the evaluation of MBS\'s strategies in fostering trust, engagement, and nation branding (this refers to a strategy used by a country to re-brand or manage its image among global audiences) **The *Made to Stick* Framework:** In their seminal work \'Made to Stick\", Chip and Dan Heath (Heath, 2007) present a theoretical framework comprising of six key principles which improve the effectiveness, memorability, and impact of ideas. These principles---simplicity, unexpectedness, concreteness, credibility, emotions, and stories---offer valuable insights into the art of communication and how messages can be specifically relayed and structured to effectively resonate with diverse audiences. \- Simplicity: Effective communication requires distilling complex ideas into their fundamental essence. This ensures clarity without sacrificing depth, allowing messages to remain both accessible and profound. This is essential in addressing a varied and global audience. \- Unexpectedness: Capturing and sustaining attention involves breaking conventional patterns and fostering curiosity. This approach ensures engagement by challenging preconceived perceptions and thus stimulating and maintaining interest. \- Concreteness: Abstract concepts become more relatable and understandable when expressed through tangible, specific language. This method ensures general comprehension and eliminates ambiguity/confusion across audiences. \- Credibility: Establishing trust is crucial in order for new ideas to be accepted and trusted. Messages which include self-evident truths or relatable insights empower audiences to validate and engage with the content, ultimately enhancing credibility. \- Emotions: Emotional resonance is a critical factor in motivating action and ensuring the long-term retention of ideas. By evoking and displaying relevant emotions, communicators can foster stronger connections with their audience and encourage relatability By applying these principles, communicators can convey messages which not only inform, but also inspire and engage. This research examines the application of the \"Made to Stick\" framework in effective media communication, focusing on how these principles can enhance the persuasiveness and sustainability of messages in public discourse, particularly through the media appearances of Crown Prince Mohammed bin Salman. ### Applying the *Made to Stick* Framework to Mohammed bin Salman's Media Strategy In order to fully understand the effectiveness of Mohammed bin Salman's media strategy, this study draws on the *Made to Stick* framework. These principles can be observed in Mohammed bin Salman's communication style, which consistently aligns with this framework: 1. **Simplicity**: Mohammed bin Salman simplifies complex topics, such as Vision 2030 into digestible messages which resonate with a varied and broad audience. His ability to articulate these ideas in straightforward terms guarantees that his vision is understandable and easy to envision. 2. **Unexpectedness**: The Crown Prince often incorporates ambitious and surprising elements into his messaging, such as the groundbreaking NEOM project. This focus on innovation captures attention and fuels interest in Saudi Arabia's transformative agenda. 3. **Concreteness**: MBS' media engagements are characterized by clear and specific messaging, which are often supported by data and tangible examples, which help audiences visualize the Kingdom's progress and future goals. 4. **Credibility**: By citing achievements and measurable progress, Mohammed bin Salman establishes trust while also strengthening the legitimacy of his vision. 5. **Emotion**: His message relaying frequently appeals to national pride and collective ambition, creating an emotional connection that inspires loyalty, a sense of patriotism and support among his audience. 6. **Stories**: Through anecdotes and narratives about Saudi Arabia's transformation, Mohammed bin Salman humanizes his leadership and conveys the broader significance of his initiatives. ### Media as a Tool for International Communication Beyond domestic engagement, Mohammed bin Salman's media strategy is also utilized as a vital tool for communication on an international scale. His appearances on global platforms and interviews with international media outlets have permitted him to position Saudi Arabia as a leading country for innovation, economic reform, and global cooperation. These efforts undoubtedly contribute to the strengthening of the Kingdom's diplomatic ties while also enhancing its reputation on the world stage. Furthermore, his adaptation to and embrace of digital media and social platforms demonstrates an understanding of the evolving nature of global communication. By leveraging platforms such as X and Instagram to benefit his own goals, the Crown Prince has successfully engaged directly with both local and international audiences, which creates a sense of inclusivity and transparency for all. ### Objectives of the Study ### This study aims to explore Crown Prince Mohammed bin Salman's strategic use of media to shape modern and positive perceptions of Saudi Arabia, with a specific focus on his communication techniques and their alignment with successfully selling Vision 2030. The objectives include: ### 1. ### Analyzing Strategic Communication: Examining how Mohammed bin Salman employs effective communication principles, such as clarity, emotional resonance, and credibility, in order to deliver impactful messages in his media appearances. 2. ### Assessing Media Influence: Evaluating the role of his media engagements in shaping public perception and building trust, both within Saudi Arabia and on the international stage. 3. ### Highlighting Cultural Integration: Exploring the integration of cultural identity, including the use of the Arabic language and promotion of national pride, as a core element of his communication strategy. 4. ### Measuring Narrative Effectiveness: Examining how his storytelling and framing of Vision 2030 initiatives resonate with diverse audiences, contributing to the Kingdom's global rebranding efforts. ### ### Contribution to Academic Literature This research contributes to the growing field of political communication by offering a case study on how a modern Arab leader strategically uses media to achieve both personal and national objectives. By analyzing Mohammed bin Salman's approach through an academic lens, the study provides insight into the intersection of leadership, media strategy, and nation branding. ### Research Methodology The methodology for this study mainly focuses on selecting interviews and media appearances of the Crown Prince which align with his discussions of Vision 2030 and its various projects. These appearances have been specifically chosen based on their relevance to the Kingdom's transformative initiatives, the emphasis on economic diversification, social reform, and innovation. The selected interviews include those conducted with international media outlets and platforms which highlight his strategic use of communication to promote Saudi Arabia's vision for progress and development. In order to maintain a focused analysis, I chose to exclude interviews and media appearances that were purely political or concentrated on regional or international diplomacy without direct references to Vision 2030 or its key components. Similarly, interviews conducted on local Saudi television channels were omitted to ensure that the study highlights the Crown Prince's ability to communicate Saudi Arabia's vision to an international audience. This approach ensures that the analysis remains aligned with its central objective: to understand how Mohammed bin Salman uses media to convey the goals and achievements of Vision 2030 to both domestic and global audiences. By focusing on media engagements that emphasize transparency, innovation, and future-oriented narratives, the study seeks to uncover the communicative strategies that make his messages impactful and resonate with diverse stakeholders. The study will consist of a qualitative content analysis approach in order to examine the Crown Prince's speeches and media interviews from recent years. The analysis will apply the Made to Stick principles to these media materials, exploring his use of simplicity and storytelling, and how he leverages credibility to ensure his messages remain compelling and memorable. Table (1) show the place of interview and date, and Table (2) show analysis of the Interviews using SUCCES Frame. Table (1) Place of interview and date: Date Place of interview ---------------- ---------------------------------------------------------- --- 2023 September FOX news 1 2023 July Discovery 2 2017October Future investment Initiative \"Davos in the Desert\" (1) 3 2018 October Future investment Initiative \"Davos in the Desert\" (2) 4 2021 January Future investment Initiative \"Davos in the Desert\" (4) 5 Table (2) Analysis of the Interviews using SUCCES Frame: +---------+---------+---------+---------+---------+---------+---------+ | SUCCES | | | | | | | | Frame | | | | | | | +---------+---------+---------+---------+---------+---------+---------+ | Stories | Emotion | Credibi | Concret | Unexpec | Simplic | | | | | lity | eness | tedness | ity | | +---------+---------+---------+---------+---------+---------+---------+ | \"When | \"It is | \"In | \"Logis | \"Today | \"The | FOX | | the | not | 2022, | tics | , | only | news | | Saudi | about | we were | are | we | constan | | | team | what I | the | crucial | believe | t | | | defeate | have | fastest | if you | that | in | | | d | persona | -growin | want to | the | politic | | | Argenti | lly | g | manufac | laws | s | | | na, | done, | economy | ture | are far | is | | | I was | but | among | in your | from | change | | | with my | rather | the G20 | country | what we | itself. | | | family, | about | nations | , | need | Therefo | | | my | what we |. | and if | and | re, | | | brother | have | Also, | you | what | you | | | s, | all | this | want to | suits | always | | | their | achieve | year, | transpo | us as | adapt | | | wives, | d | if you | rt | Saudis. | your | | | and | togethe | look at | goods, | We are | policie | | | their | r | the | it is | not | s | | | childre | as a | contrib | essenti | proud | to | | | n, | nation. | ution | al | of all | serve | | | watchin | I am | of the | to have | our | your | | | g | merely | non-oil | efficie | laws in | objecti | | | the | an | sector | nt | the | ves | | | match. | individ | to GDP, | logisti | Kingdom | as a | | | Honestl | ual | you | cs |.\" | nation. | | | y, | within | will | plans | | \" | | | all we | a | find | that | \"It is | | | | hoped | collect | that we | enable | unfortu | \"If | | | for was | ive | are the | you to | nate | \'sport | | | to get | group. | second- | work | but | swashin | | | through | If | fastest | with | true, | g\' | | | the | people | -growin | many | and it | will | | | match | do not | g | countri | is | add 1% | | | without | believe | country | es | somethi | to the | | | being | in the | in the | and | ng | gross | | | humilia | vision | G20. | regions | I do | nationa | | | ted, | and | It's a | to | not | l | | | but we | activel | healthy | ensure | like. | income, | | | were | y | competi | goods | In the | I will | | | pleasan | partici | tion | are | Kingdom | continu | | | tly | pate, | between | deliver | , | e | | | surpris | then of | us and | ed | we are | doing | | | ed.\" | course, | India, | on | doing | it.\" | | | | it will | and | time. | our | | | | | not | it's a | For | utmost | \"I | | | | succeed | good | example | to | don't | | | |. | rivalry | , | change | care | | | | |. | this | this. | what | | | | First, | | project | We have | they | | | | people | If you | will | already | say. If | | | | need to | look | reduce | enacted | I | | | | believe | back at | the | several | achieve | | | | , | the | time it | laws | a 1% | | | | and | late | takes | and | increas | | | | everyon | 1970s, | for | amended | e | | | | e | Saudi | goods | dozens | in GDP, | | | | must | Arabia' | to | of | and we | | | | push | s | travel | others. | are | | | | forward | GDP was | from | The | targeti | | | | togethe | larger | India | list | ng | | | | r | than | to | include | an | | | | to | South | Europe | s | additio | | | | reach | Korea\' | by 3 to | more | nal | | | | this | s. | 6 days, | than a | 1.5% | | | | level | Today, | saving | thousan | increas | | | | of | South | both | d | e---cal | | | | progres | Korea | time | provisi | l | | | | s | is | and | ons, | it | | | | in the | ranked | money. | but in | whateve | | | | Kingdom | 10th or | This | the | r | | | |. | 11th | makes | Council | you | | | | It | globall | the | of | like, | | | | seems | y, | process | Ministe | we will | | | | that we | while | safer | rs, | do it | | | | are in | in | and | we only | to | | | | a very | 2016, | more | have | achieve | | | | good | we | efficie | 150 | that | | | | positio | ranked | nt, | lawyers | 1.5%.\" | | | | n---we | 20th, | so why |. | | | | | are the | which | wouldn\ | I try | I would | | | | fastest | is | 't | to | tell | | | | -growin | frankly | we do | priorit | them | | | | g | embarra | it? | ize | that | | | | country | ssing. | | these | the | | | | in the | In | This | changes | greates | | | | world. | 1980, | isn\'t | day by | t | | | | | we were | just | day\". | success | | | | We also | ranked | about | | story | | | | have | 12th in | transpo | \"Howev | of the | | | | the | terms | rting | er, | 21st | | | | most | of GDP, | goods | we are | century | | | | ambitio | and by | via | not | is | | | | us | 2016, | railway | satisfi | Saudi | | | | project | we had | s | ed | Arabia. | | | | s | dropped | and | with | This is | | | | across | to | ports | the | the | | | | all | 20th. | but | current | story | | | | sectors | We | also | state | of the | | | |. | believe | about | and | century | | | | As a | that if | network | feel |. | | | | result, | Saudi | s, | ashamed | Do you | | | | we are | Arabia | energy | because | want to | | | | the | had | grids, | of it. | miss it | | | | fastest | maintai | data | The | or not? | | | | in | ned | cables, | judicia | The | | | | every | its | and | l | choice | | | | sector | positio | other | system | is | | | | globall | n | infrast | must | yours.\ | | | | y.\" | from | ructure | follow | " | | | | | that | that | the | | | | | | time, | will | laws, | | | | | | we | benefit | and I | | | | | | would | Europe, | cannot | | | | | | now be | the | dictate | | | | | | among | Middle | to | | | | | | the top | East, | judges | | | | | | seven | India, | to act | | | | | | economi | and | in a | | | | | | es | most of | certain | | | | | | globall | these | way and | | | | | | y. | regions | ignore | | | | | | I am |. | the | | | | | | working | Green | law, as | | | | | | to put | energy | this | | | | | | Saudi | will | goes | | | | | | Arabia | also be | against | | | | | | back on | produce | the | | | | | | track. | d | princip | | | | | | | in the | le | | | | | | When | Middle | of the | | | | | | you | East | rule of | | | | | | want to | and | law\". | | | | | | diversi | exporte | | | | | | | fy | d | \"Do we | | | | | | the | to | have | | | | | | economy | Europe | bad | | | | | | , | and | laws? | | | | | | you | India. | Yes. | | | | | | have to | Therefo | Are we | | | | | | work | re, | working | | | | | | across | this is | to | | | | | | all | a | change | | | | | | sectors | signifi | them? | | | | | | ---mini | cant | Yes.\" | | | | | | ng, | matter | | | | | | | infrast | for us, | | | | | | | ructure | for | | | | | | | , | Europe, | | | | | | | manufac | and for | | | | | | | turing, | India.\ | | | | | | | transpo | " | | | | | | | rtation | | | | | | | | , | | | | | | | | logisti | | | | | | | | cs, | | | | | | | | and the | | | | | | | | entire | | | | | | | | list. | | | | | | | | Part of | | | | | | | | that | | | | | | | | include | | | | | | | | s | | | | | | | | the | | | | | | | | tourism | | | | | | | | sector. | | | | | | | | To | | | | | | | | promote | | | | | | | | tourism | | | | | | | | , | | | | | | | | you | | | | | | | | need to | | | | | | | | develop | | | | | | | | cultura | | | | | | | | l, | | | | | | | | enterta | | | | | | | | inment, | | | | | | | | and | | | | | | | | sports | | | | | | | | sectors | | | | | | | | because | | | | | | | | you | | | | | | | | must | | | | | | | | create | | | | | | | | a full | | | | | | | | calenda | | | | | | | | r | | | | | | | | of | | | | | | | | events. | | | | | | | | For | | | | | | | | instanc | | | | | | | | e, | | | | | | | | tourism | | | | | | | | used to | | | | | | | | contrib | | | | | | | | ute | | | | | | | | 3% to | | | | | | | | Saudi | | | | | | | | GDP, | | | | | | | | but | | | | | | | | today | | | | | | | | it | | | | | | | | contrib | | | | | | | | utes | | | | | | | | 7%. | | | | | | | | Sports | | | | | | | | contrib | | | | | | | | uted | | | | | | | | 0.4%, | | | | | | | | and now | | | | | | | | it is | | | | | | | | at | | | | | | | | 1.5%. | | | | | | | | This | | | | | | | | transla | | | | | | | | tes | | | | | | | | into | | | | | | | | more | | | | | | | | economi | | | | | | | | c | | | | | | | | growth, | | | | | | | | jobs, | | | | | | | | and a | | | | | | | | complet | | | | | | | | e | | | | | | | | calenda | | | | | | | | r | | | | | | | | of | | | | | | | | enterta | | | | | | | | inment | | | | | | | | events. | | | | | | | | | | | | | | | | Regardi | | | | | | | | ng | | | | | | | | tourism | | | | | | | | , | | | | | | | | we are | | | | | | | | current | | | | | | | | ly | | | | | | | | ranked | | | | | | | | first | | | | | | | | in the | | | | | | | | Middle | | | | | | | | East, | | | | | | | | whereas | | | | | | | | six | | | | | | | | years | | | | | | | | ago, we | | | | | | | | were | | | | | | | | not | | | | | | | | even in | | | | | | | | the top | | | | | | | | ten. In | | | | | | | | 2022, | | | | | | | | we | | | | | | | | ranked | | | | | | | | 10th | | | | | | | | globall | | | | | | | | y | | | | | | | | for | | | | | | | | interna | | | | | | | | tional | | | | | | | | visits, | | | | | | | | which | | | | | | | | is an | | | | | | | | outstan | | | | | | | | ding | | | | | | | | achieve | | | | | | | | ment. | | | | | | | | Our | | | | | | | | goal is | | | | | | | | to | | | | | | | | reach | | | | | | | | over | | | | | | | | 100 | | | | | | | | million | | | | | | | | visits, | | | | | | | | potenti | | | | | | | | ally | | | | | | | | 150 | | | | | | | | million | | | | | | | |. | | | | | | | | Last | | | | | | | | year, | | | | | | | | we | | | | | | | | reached | | | | | | | | 40 | | | | | | | | million | | | | | | | | visits | | | | | | | | from | | | | | | | | both | | | | | | | | domesti | | | | | | | | c | | | | | | | | and | | | | | | | | interna | | | | | | | | tional | | | | | | | | sources | | | | | | | | , | | | | | | | | and it | | | | | | | | seems | | | | | | | | that we | | | | | | | | are | | | | | | | | well on | | | | | | | | our way | | | | | | | | to | | | | | | | | achievi | | | | | | | | ng | | | | | | | | our | | | | | | | | goal.\" | | | | | +---------+---------+---------+---------+---------+---------+---------+ | \"The | \"All | \"NEOM | \"NEOM, | \"We | \"The | Future | | Saudi | the | will | in | will | global | investm | | people | element | focus | brief, | not | region | ent | | possess | s | on nine | is like | waste | of NEOM | Initiat | | many | for the | special | the | 30 | will be | ive | | princip | project | ized | differe | years | a hub | (1) | | les | \'s | investm | nce | of our | for | | | and | success | ent | between | lives | \'dream | | | foundat | are in | sectors | old | dealing | ers,\' | | | ions, | place | targeti | phones | with | a place | | | stemmin | to | ng | and | any | for | | | g | create | the | smartph | extremi | those | | | from | somethi | future | ones.\" | st\" | who | | | their | ng | of | | | want to | | | life in | great | human | | | create | | | the | and | civiliz | | | somethi | | | desert- | new, | ation: | | | ng | | | --ingen | and the | the | | | new in | | | uity | most | future | | | this | | | that | importa | of | | | world. | | | enabled | nt | energy | | | There | | | them to | element | and | | | is no | | | adapt | is the | water, | | | room | | | to | desire | the | | | for | | | desert | and | future | | | traditi | | | living, | will of | of | | | onal | | | and | the | mobilit | | | investm | | | immense | Saudi | y, | | | ents | | | determi | people. | the | | | here.\" | | | nation | \" | future | | | | | | that | | of | | | | | | drives | | biotech | | | | | | them to | | , | | | | | | achieve | | the | | | | | | their | | future | | | | | | goals.\ | | of | | | | | | " | | food, | | | | | | | | the | | | | | | | | future | | | | | | | | of | | | | | | | | technol | | | | | | | | ogical | | | | | | | | and | | | | | | | | digital | | | | | | | | science | | | | | | | | s, | | | | | | | | the | | | | | | | | future | | | | | | | | of | | | | | | | | advance | | | | | | | | d | | | | | | | | manufac | | | | | | | | turing, | | | | | | | | the | | | | | | | | future | | | | | | | | of | | | | | | | | media | | | | | | | | and | | | | | | | | media | | | | | | | | product | | | | | | | | ion, | | | | | | | | the | | | | | | | | future | | | | | | | | of | | | | | | | | enterta | | | | | | | | inment, | | | | | | | | and the | | | | | | | | future | | | | | | | | of | | | | | | | | living, | | | | | | | | which | | | | | | | | serves | | | | | | | | as the | | | | | | | | corners | | | | | | | | tone | | | | | | | | for the | | | | | | | | other | | | | | | | | sectors | | | | | | | |. | | | | | | | | The aim | | | | | | | | is to | | | | | | | | stimula | | | | | | | | te | | | | | | | | economi | | | | | | | | c | | | | | | | | growth | | | | | | | | and | | | | | | | | diversi | | | | | | | | ficatio | | | | | | | | n, | | | | | | | | enable | | | | | | | | manufac | | | | | | | | turing | | | | | | | | process | | | | | | | | es, | | | | | | | | innovat | | | | | | | | e, | | | | | | | | and | | | | | | | | drive | | | | | | | | local | | | | | | | | industr | | | | | | | | y | | | | | | | | at a | | | | | | | | global | | | | | | | | level. | | | | | | | | | | | | | | | | The | | | | | | | | Saudi | | | | | | | | Crown | | | | | | | | Prince | | | | | | | | stated, | | | | | | | | \'All | | | | | | | | of this | | | | | | | | will | | | | | | | | create | | | | | | | | job | | | | | | | | opportu | | | | | | | | nities | | | | | | | | and | | | | | | | | contrib | | | | | | | | ute | | | | | | | | to | | | | | | | | increas | | | | | | | | ing | | | | | | | | the | | | | | | | | Kingdom | | | | | | | | \'s | | | | | | | | gross | | | | | | | | domesti | | | | | | | | c | | | | | | | | product | | | | | | | | (GDP). | | | | | | | | The | | | | | | | | NEOM | | | | | | | | project | | | | | | | | will | | | | | | | | attract | | | | | | | | private | | | | | | | | investm | | | | | | | | ents, | | | | | | | | as well | | | | | | | | as | | | | | | | | governm | | | | | | | | ent | | | | | | | | investm | | | | | | | | ents | | | | | | | | and | | | | | | | | partner | | | | | | | | ships. | | | | | | | | NEOM | | | | | | | | will be | | | | | | | | support | | | | | | | | ed | | | | | | | | by more | | | | | | | | than | | | | | | | | \$500 | | | | | | | | billion | | | | | | | | over | | | | | | | | the | | | | | | | | coming | | | | | | | | years | | | | | | | | from | | | | | | | | Saudi | | | | | | | | Arabia, | | | | | | | | the | | | | | | | | Public | | | | | | | | Investm | | | | | | | | ent | | | | | | | | Fund | | | | | | | | (PIF), | | | | | | | | and | | | | | | | | both | | | | | | | | local | | | | | | | | and | | | | | | | | interna | | | | | | | | tional | | | | | | | | investo | | | | | | | | rs.\' | | | | | | | | | | | | | | | | NEOM | | | | | | | | offers | | | | | | | | nearly | | | | | | | | unimagi | | | | | | | | nable | | | | | | | | opportu | | | | | | | | nities, | | | | | | | | includi | | | | | | | | ng | | | | | | | | substan | | | | | | | | tial | | | | | | | | domesti | | | | | | | | c | | | | | | | | demand, | | | | | | | | as well | | | | | | | | as an | | | | | | | | estimat | | | | | | | | ed | | | | | | | | \$100 | | | | | | | | billion | | | | | | | | in | | | | | | | | outboun | | | | | | | | d | | | | | | | | demand, | | | | | | | | and a | | | | | | | | targete | | | | | | | | d | | | | | | | | investm | | | | | | | | ent | | | | | | | | capacit | | | | | | | | y | | | | | | | | of | | | | | | | | \$500 | | | | | | | | billion | | | | | | | |. | | | | | | | | | | | | | | | | \'It is | | | | | | | | the | | | | | | | | best | | | | | | | | area in | | | | | | | | the | | | | | | | | Middle | | | | | | | | East | | | | | | | | for | | | | | | | | wind | | | | | | | | energy | | | | | | | | exploit | | | | | | | | ation, | | | | | | | | with | | | | | | | | suffici | | | | | | | | ent | | | | | | | | sunligh | | | | | | | | t | | | | | | | | to | | | | | | | | generat | | | | | | | | e | | | | | | | | any | | | | | | | | amount | | | | | | | | of | | | | | | | | solar | | | | | | | | power, | | | | | | | | and | | | | | | | | about | | | | | | | | 200,000 | | | | | | | | barrels | | | | | | | | per day | | | | | | | | of oil | | | | | | | | product | | | | | | | | ion | | | | | | | | alongsi | | | | | | | | de | | | | | | | | abundan | | | | | | | | t | | | | | | | | gas | | | | | | | | resourc | | | | | | | | es.\' | | | | | | | | | | | | | | | | \'Ten | | | | | | | | percent | | | | | | | | of | | | | | | | | global | | | | | | | | trade | | | | | | | | passes | | | | | | | | near | | | | | | | | the | | | | | | | | site | | | | | | | | via the | | | | | | | | Red | | | | | | | | Sea, in | | | | | | | | additio | | | | | | | | n | | | | | | | | to | | | | | | | | breatht | | | | | | | | aking | | | | | | | | natural | | | | | | | | feature | | | | | | | | s, | | | | | | | | includi | | | | | | | | ng | | | | | | | | valleys | | | | | | | | , | | | | | | | | coral | | | | | | | | reefs, | | | | | | | | islands | | | | | | | | , | | | | | | | | and | | | | | | | | mountai | | | | | | | | ns | | | | | | | | covered | | | | | | | | with | | | | | | | | snow in | | | | | | | | winter | | | | | | | | and | | | | | | | | offerin | | | | | | | | g | | | | | | | | a mild | | | | | | | | climate | | | | | | | | in | | | | | | | | summer- | | | | | | | | --up | | | | | | | | to 10 | | | | | | | | degrees | | | | | | | | cooler | | | | | | | | than | | | | | | | | the | | | | | | | | surroun | | | | | | | | ding | | | | | | | | areas | | | | | | | | of the | | | | | | | | new | | | | | | | | project | | | | | | | | \'s | | | | | | | | geograp | | | | | | | | hic | | | | | | | | locatio | | | | | | | | n.\'\" | | | | | +---------+---------+---------+---------+---------+---------+---------+ | \"I | \"I | \"We | \"The | \"My | \"I ask | Future | | believe | live | have | determi | next | everyon | investm | | there | among a | achieve | nation | battle | e | ent | | are | mighty | d | of | is to | not to | Initiat | | excepti | and | a leap | Saudis | ensure | believe | ive | | onal | great | in | is like | that | me---lo | (2) | | project | people | economi | Mount | the | ok | | | s | who do | c | Tuwaiq; | Kingdom | at the | | | in the | not | growth | it will | ranks | languag | | | Middle | know | rates, | not be | among | e | | | East. | the | which | broken | the | of | | | If we | meaning | have | unless | world\' | numbers | | | look at | of the | been | it is | s |. | | | the | impossi | revised | leveled | leading | They | | | Middle | ble. | upwards | to the | nations | speak | | | East | | four to | ground. |.\"\ | for | | | since | I am | five | \" | \"The | themsel | | | the | one | times | | develop | ves.\" | | | establi | among | this | | ment | | | | shment | 20 | year | | of the | | | | of the | million | due to | | Middle | | | | United | people. | success | | East is | | | | Nations | I am | ive | | my | | | | , | nothing | achieve | | persona | | | | its | without | ments | | l | | | | situati | them, | in | | battle | | | | on | and I | terms | | and the | | | | has | am the | of the | | battle | | | | always | least | budget, | | of all | | | | been | and | project | | Saudis. | | | | challen | weakest | s, | | \" | | | | ging, | example | employm | | | | | | and the | among | ent, | | \"The | | | | countri | them. | and | | new | | | | es | They | public | | Europe | | | | that | are the | spendin | | is the | | | | perform | ones | g.\" | | Middle | | | | ed | who | | | East. | | | | well | inspire | \"The | | Saudi | | | | primari | me and | numbers | | Arabia, | | | | ly | drive | speak | | in the | | | | relied | me | to the | | next | | | | on | forward | reforms | | five | | | | natural |.\" | we have | | years, | | | | resourc | | impleme | | will be | | | | es, | | nted.\" | | differe | | | | especia | | The | | nt. | | | | lly | | Kingdom | | If we | | | | oil, | | will | | succeed | | | | particu | | continu | | in the | | | | larly | | e | | coming | | | | in the | | reforms | | years, | | | | Gulf | | and | | more | | | | states, | | infrast | | countri | | | | \" | | ructure | | es | | | | said | | spendin | | will | | | | the | | g, | | join | | | | Crown | | with | | us. The | | | | Prince. | | the | | next | | | | He | | economy | | pivotal | | | | added, | | expecte | | moment | | | | \"But | | d | | in the | | | | then, | | to grow | | world | | | | in the | | by 2.5% | | over | | | | 1990s, | | this | | the | | | | a man | | year. | | next 30 | | | | came | | | | years | | | | and | | He | | will | | | | showed | | added, | | happen | | | | us a | | \"We | | here. | | | | model | | also | | This is | | | | that | | see | | the | | | | convinc | | that | | Saudis\ | | | | ed | | the | | ' | | | | all of | | proport | | battle, | | | | us in | | ion | | this is | | | | the | | of | | my | | | | Middle | | capital | | battle, | | | | East | | and | | and I | | | | that we | | operati | | do not | | | | could | | onal | | want to | | | | achieve | | expendi | | leave | | | | more--- | | tures | | this | | | | Sheikh | | is | | life | | | | Mohamme | | increas | | without | | | | d | | ing, | | seeing | | | | bin | | while | | the | | | | Rashid. | | the | | Middle | | | | \" | | proport | | East at | | | | | | ion | | the | | | | | | of | | forefro | | | | | | spendin | | nt | | | | | | g | | of the | | | | | | on | | world's | | | | | | salarie | | leading | | | | | | s | | nations | | | | | | is | |. | | | | | | decreas | | And | | | | | | ing. | | this | | | | | | Three | | will | | | | | | years | | absolut | | | | | | ago, | | ely | | | | | | salarie | | happen, | | | | | | s | | one | | | | | | account | | hundred | | | | | | ed | | percent | | | | | | for 50% | |.\" | | | | | | of the | | | | | | | | budget, | | | | | | | | and we | | | | | | | | expect | | | | | | | | this | | | | | | | | percent | | | | | | | | age | | | | | | | | to drop | | | | | | | | to 45% | | | | | | | | next | | | | | | | | year | | | | | | | | while | | | | | | | | maintai | | | | | | | | ning | | | | | | | | increas | | | | | | | | ed | | | | | | | | employm | | | | | | | | ent. | | | | | | | | This | | | | | | | | has | | | | | | | | been a | | | | | | | | challen | | | | | | | | ge---re | | | | | | | | ducing | | | | | | | | spendin | | | | | | | | g | | | | | | | | while | | | | | | | | doublin | | | | | | | | g | | | | | | | | employm | | | | | | | | ent.\" | | | | | | | | | | | | | | | | He | | | | | | | | express | | | | | | | | ed | | | | | | | | his | | | | | | | | belief | | | | | | | | that | | | | | | | | \"unemp | | | | | | | | loyment | | | | | | | | figures | | | | | | | | in | | | | | | | | Saudi | | | | | | | | Arabia | | | | | | | | will | | | | | | | | begin | | | | | | | | to | | | | | | | | improve | | | | | | | | startin | | | | | | | | g | | | | | | | | next | | | | | | | | year, | | | | | | | | reachin | | | | | | | | g | | | | | | | | 7% by | | | | | | | | 2030.\" | | | | | | | | | | | | | | | | Regardi | | | | | | | | ng | | | | | | | | the | | | | | | | | Public | | | | | | | | Investm | | | | | | | | ent | | | | | | | | Fund | | | | | | | | (PIF), | | | | | | | | Crown | | | | | | | | Prince | | | | | | | | Mohamme | | | | | | | | d | | | | | | | | bin | | | | | | | | Salman | | | | | | | | stated, | | | | | | | | \"Three | | | | | | | | years | | | | | | | | ago, it | | | | | | | | was | | | | | | | | valued | | | | | | | | at | | | | | | | | \$150 | | | | | | | | billion | | | | | | | |. | | | | | | | | This | | | | | | | | year, | | | | | | | | it has | | | | | | | | reached | | | | | | | | \$300 | | | | | | | | billion | | | | | | | | , | | | | | | | | and we | | | | | | | | expect | | | | | | | | it to | | | | | | | | approac | | | | | | | | h | | | | | | | | \$400 | | | | | | | | billion | | | | | | | | by the | | | | | | | | end of | | | | | | | | the | | | | | | | | year. | | | | | | | | This | | | | | | | | was a | | | | | | | | goal we | | | | | | | | planned | | | | | | | | to | | | | | | | | achieve | | | | | | | | by 2020 | | | | | | | | but is | | | | | | | | being | | | | | | | | realize | | | | | | | | d | | | | | | | | at the | | | | | | | | start | | | | | | | | of | | | | | | | | 2019. | | | | | | | | By | | | | | | | | 2020, | | | | | | | | we may | | | | | | | | reach | | | | | | | | \$500 | | | | | | | | or | | | | | | | | \$600 | | | | | | | | billion | | | | | | | | , | | | | | | | | aiming | | | | | | | | for \$2 | | | | | | | | trillio | | | | | | | | n | | | | | | | | by | | | | | | | | 2030.\" | | | | | | | | | | | | | | | | The | | | | | | | | Crown | | | | | | | | Prince | | | | | | | | also | | | | | | | | highlig | | | | | | | | hted | | | | | | | | Saudi | | | | | | | | Arabia\ | | | | | | | | 's | | | | | | | | advance | | | | | | | | ment | | | | | | | | to 39th | | | | | | | | place | | | | | | | | out of | | | | | | | | 140 | | | | | | | | countri | | | | | | | | es | | | | | | | | on the | | | | | | | | Global | | | | | | | | Competi | | | | | | | | tivenes | | | | | | | | s | | | | | | | | Index | | | | | | | | issued | | | | | | | | by the | | | | | | | | World | | | | | | | | Economi | | | | | | | | c | | | | | | | | Forum. | | | | | +---------+---------+---------+---------+---------+---------+---------+ | \"We | | \"Since | | \"We | \"Riyad | Future | | cannot | | cities | | aim for | h | investm | | be | | account | | Riyadh | is \'a | ent | | leaders | | for 85% | | to | tremend | Initiat | | in | | of the | | become | ous | ive | | service | | world\' | | one of | opportu | (4) | | s | | s | | the top | nity | | | without | | economy | | ten | to | | | having | | , | | economi | create | | | a high | | real | | c | signifi | | | demand | | develop | | cities | cant | | | from a | | ment | | in the | economi | | | populat | | starts | | world. | c | | | ion | | in | | Today, | growth | | | of 15 | | cities- | | it | in | | | to 20 | | --wheth | | ranks | Saudi | | | million | | er | | 40th | Arabia, | | | ,\" | | in | | among | to | | | he | | industr | | the | foster | | | said, | | y, | | largest | industr | | | referri | | innovat | | city | y, | | | ng | | ion, | | economi | to | | | to | | educati | | es | boost | | | experie | | on, | | globall | tourism | | | nces | | service | | y. | , | | | in many | | s, | | Our | and to | | | cities | | tourism | | target | drive | | | worldwi | | , | | for | substan | | | de, | | or | | Riyadh | tial | | | such as | | other | | is to | progres | | | \"the | | sectors | | grow | s. | | | excepti | | ,\" | | its | Therefo | | | onal | | he | | populat | re, | | | service | | added. | | ion | we | | | s | | \"Undou | | from | place | | | in | | btedly, | | 7.5 | great | | | Tokyo, | | global | | million | importa | | | New | | economi | | to | nce | | | York, | | es | | between | on | | | or | | are not | | 15 and | Riyadh | | | London, | | built | | 20 | and | | | which | | on | | million | view it | | | are due | | nations | | by | as a | | | to the | | but on | | 2030.\" | major | | | high | | cities. | | | focus | | | populat | | \" | | | because | | | ion | | | | | it is | | | that | | He | | | one of | | | generat | | pointed | | | the | | | es | | out | | | pillars | | | strong | | that | | | of | | | demand | | \"today | | | economi | | | for | | , | | | c | | | sectors | | Riyadh | | | growth | | | like | | account | | | in | | | healthc | | s | | | Saudi | | | are, | | for | | | Arabia, | | | educati | | approxi | | | \' | | | on, | | mately | | | he | | | and all | | 50% of | | | added. | | | other | | Saudi | | | \'All | | | service | | Arabia\ | | | the | | | s.\" | | 's | | | charact | | | He | | non-oil | | | eristic | | | added, | | economy | | | s | | | \"Deman | |. | | | that | | | d | | The | | | Riyadh | | | creates | | cost of | | | possess | | | excepti | | creatin | | | es | | | onal | | g | | | provide | | | supply, | | jobs in | | | the | | | \" | | Riyadh | | | means | | | which | | is 30% | | | to | | | is why | | lower | | | generat | | | the | | than in | | | e | | | focus | | other | | | jobs, | | | is | | cities | | | economi | | | primari | | across | | | c | | | ly | | the | | | growth, | | | on | | Kingdom | | | investm | | | Riyadh | | , | | | ents, | | | to | | and the | | | and | | | generat | | cost of | | | opportu | | | e | | develop | | | nities. | | | this | | ing | | | That is | | | strong | | infrast | | | why we | | | demand. | | ructure | | | give | | | | | and | | | Riyadh | | | | | real | | | such | | | | | estate | | | careful | | | | | in | | | conside | | | | | Riyadh | | | ration. | | | | | is 29% | | | \'\" | | | | | lower | | | | | | | | compare | | | | | | | | d | | | | | | | | to | | | | | | | | other | | | | | | | | cities. | | | | | | | | Riyadh' | | | | | | | | s | | | | | | | | infrast | | | | | | | | ructure | | | | | | | | is | | | | | | | | excepti | | | | | | | | onal | | | | | | | | due to | | | | | | | | what | | | | | | | | King | | | | | | | | Salman | | | | | | | | accompl | | | | | | | | ished | | | | | | | | over | | | | | | | | more | | | | | | | | than 55 | | | | | | | | years | | | | | | | | of | | | | | | | | managin | | | | | | | | g | | | | | | | | and | | | | | | | | plannin | | | | | | | | g | | | | | | | | for the | | | | | | | | city.\" | | | | | | | | | | | | | | | | \"Riyad | | | | | | | | h | | | | | | | | aims to | | | | | | | | further | | | | | | | | enhance | | | | | | | | its | | | | | | | | infrast | | | | | | | | ructure | | | | | | | | , | | | | | | | | improve | | | | | | | | its | | | | | | | | legisla | | | | | | | | tion, | | | | | | | | and | | | | | | | | elevate | | | | | | | | its | | | | | | | | quality | | | | | | | | of | | | | | | | | life, | | | | | | | | whether | | | | | | | | in | | | | | | | | educati | | | | | | | | on | | | | | | | | or the | | | | | | | | environ | | | | | | | | ment,\" | | | | | | | | he | | | | | | | | noted. | | | | | | | | He | | | | | | | | highlig | | | | | | | | hted | | | | | | | | Riyadh\ | | | | | | | | 's | | | | | | | | ambitio | | | | | | | | us | | | | | | | | environ | | | | | | | | mental | | | | | | | | project | | | | | | | | s, | | | | | | | | such as | | | | | | | | a | | | | | | | | central | | | | | | | | park | | | | | | | | three | | | | | | | | times | | | | | | | | the | | | | | | | | size of | | | | | | | | New | | | | | | | | York\'s | | | | | | | | Central | | | | | | | | Park. | | | | | | | | He | | | | | | | | continu | | | | | | | | ed, | | | | | | | | \"This | | | | | | | | is not | | | | | | | | the | | | | | | | | only | | | | | | | | initiat | | | | | | | | ive; | | | | | | | | there | | | | | | | | will | | | | | | | | also be | | | | | | | | hundred | | | | | | | | s | | | | | | | | of | | | | | | | | parks | | | | | | | | built | | | | | | | | across | | | | | | | | Riyadh. | | | | | | | | Additio | | | | | | | | nally, | | | | | | | | the | | | | | | | | \'Green | | | | | | | | Riyadh\ | | | | | | | | ' | | | | | | | | program | | | | | | | | aims to | | | | | | | | plant | | | | | | | | million | | | | | | | | s | | | | | | | | of | | | | | | | | trees | | | | | | | | in the | | | | | | | | city, | | | | | | | | which | | | | | | | | will | | | | | | | | reduce | | | | | | | | tempera | | | | | | | | tures | | | | | | | | by 1 to | | | | | | | | 4 | | | | | | | | degrees | | | | | | | | Celsius | | | | | | | | and | | | | | | | | mitigat | | | | | | | | e | | | | | | | | dust | | | | | | | | levels. | | | | | | | | There | | | | | | | | are | | | | | | | | also | | |