Letter from the publisher

August 2024

Dear Reader,

I first heard about Saudi Arabia’s moonshot mindset during my time as White House envoy to the Middle East. In many meetings with HRH Crown Prince Mohammed bin Salman it was a recurring theme: The Kingdom was determined to diversify its economy, to become not just a competitor but a leader on the global stage. That was among the themes of the Kingdom’s now-famous Vision 2030.

I will admit that I was somewhat skeptical.  Could Saudi Arabia really cultivate a diverse economy after generations of focusing on oil? Could the Crown Prince carefully guide the Kingdom’s social norms in a different direction, all while respecting Islam and the central role of Islam in its society? What about opening up Saudi Arabia more widely to global markets and consumers?  Even with ambitious development plans, could the Kingdom become known as an exciting, up-and-coming place to visit, do business, live; and recreate?

Well, after continually traveling to the Kingdom since 2019, even bringing my family on vacation there several times, I can say with confidence now: my skepticism was misplaced.

Companies and countries around the world are recognizing that Saudi Arabia is the real deal. In Saudi’s investments in sports, symbolic of changing attitudes and upgrading infrastructure, and in so many other ways, the Kingdom is on the move. And it’s moving fast: Saudi Arabia secured the right to host the 2027 Asian Cup in men’s soccer, the 2029 Asian Winter Games, and the 2034 FIFA World Cup. Its soccer teams have signed some of the world’s best players. LIV Golf has changed the landscape of the sport. The Kingdom has taken off – and the world is taking notice.

It's impossible not to notice if you visit. Dramatic changes – giga-projects and skyscrapers and luxury hotels – are everywhere. New projects are breaking ground and progressing at breakneck pace. And at eye level, women are playing a more public role than they ever have. There is palpable optimism and excitement in every interaction.

It's rare to see development like this happen so quickly. What’s going on in the Kingdom is unique, and very special. And it moves so fast it can be hard to keep up.

I have spoken to many people from many different sectors from around the world – politics, business, travel – who are more than a bit curious about what’s going on in Saudi Arabia and would like to know more.

That’s why I’m starting this newsletter, KSA: The Next Frontier. It’s intended to be a regular rundown of the latest developments in Saudi business, culture, tourism, sports, recreation, you name it – if it’s spurring Saudi growth, we are going to try to cover it. Every few weeks, you’ll get recaps of, and links to, several of the most exciting stories I think will be of interest to you, whether you’re an ambitious investor or just a curious observer. 

Thank you for reading, and I hope you enjoy the ride. And by the way, there is no better way to learn more about a place than going to see it and experience it with your own eyes.

Sincerely,