This thesis has attempted to investigate the progress that the Saudi government has made in fulfilling the goals related to the components of immigration and investment and tourism in Saudi Vision...Show moreThis thesis has attempted to investigate the progress that the Saudi government has made in fulfilling the goals related to the components of immigration and investment and tourism in Saudi Vision 2030. It has attempted to do so using nation branding theory specifically, making use of interviews, surveys and analysis of primary and secondary sources to investigate this process. The findings of this research indicate that tourism and investment are important sources of potential economic growth that can help the country diversify economically. However, due to instability in terms of the political climate and the authoritarian nature of the Saudi regime, tourism has been negatively affected in the country. In addition, investor worries concerning scandals in the country as well as concern over the government’s ability to deliver on its promises has also cast doubt on whether the goals outlined in the strategic document can be achieved in time. Together, these cases corroborate the findings of other scholars that Saudi Vision 2030 is too ambitious and that the government’s attempts to focus exclusively on improving its image may backfire if it does not undertake other reforms in the country.Show less
