Saudi Arabia made headlines on March 26 by announcing its inaugural participation in the prestigious Miss Universe pageant, signaling a remarkable shift away from its historically conservative stance. This landmark decision, spearheaded by Crown Prince Mohammed bin Salman Al Saud, reflects the kingdom’s concerted efforts to modernize and shed its traditional image.
Rumy Alqahtani, a 27-year-old influencer and model hailing from the capital city of Riyadh, took to Instagram to share the news of her selection as the kingdom’s first-ever representative in the global beauty competition. In her announcement, Alqahtani expressed her gratitude for the opportunity and emphasized the significance of Saudi Arabia’s debut on the Miss Universe stage.
The kingdom, long known for its strict religious and social controls, has been undergoing a period of transformation under the leadership of Crown Prince Mohammed bin Salman. Reforms have been gradually introduced, granting women greater autonomy, including the right to drive, attend mixed-gender events, and obtain passports without male guardianship.
In addition to social reforms, Saudi Arabia is actively pursuing economic diversification away from its reliance on oil revenue. Ambitious initiatives such as the Qiddiya entertainment city and ambitious tourism targets, aiming for over 150 million visitors by 2030, underscore the country’s commitment to modernization and progress.
Furthermore, Saudi Arabia has embraced cultural and sporting events as part of its efforts to enhance its global reputation. This includes hosting music concerts, bidding for major sporting events like the 2034 Men’s FIFA World Cup, and investing heavily in football clubs to elevate its profile on the international stage.
In a significant departure from past policies, Saudi Arabia recently permitted the sale of alcohol for non-Muslim diplomats in designated areas within the Diplomatic Quarter of Riyadh. This move represents a notable relaxation of previous restrictions and reflects the kingdom’s evolving approach to social norms and regulations.