Why Saudi, Why Now
- Ross Melia
- Sep 12
- 3 min read
What has become such a big part of my professional life today is something I always had a sneaking feeling might happen – I’d end up working back with AEI. And I’m glad I did.
When I first joined the business in September 2020, Vision 2030 was still in its infancy. We were only a few years on from the 2016 announcement, and while the ambition was clear, there were still plenty of question marks about whether the Kingdom could really deliver something of that scale. But the optimism outweighed the doubt. The sense of promise was real, the excitement was building, and expectations were sky-high.
For foreign investors, it was a once-in-a-lifetime opportunity to play a role in a transformation most countries never experience. The opportunity was underpinned by policy changes, regulatory reforms and an an openess to international partnerships that signalled Saudi Arabia was serious about change. From the start, Saudi also understood something fundamental: it couldn’t do this alone.
Fast forward to today and more than 6 months back in the game, April 2026 will mark ten years since Vision 2030 was launched. A decade in, it feels like the right time to look back at what’s been achieved, what hasn’t been straightforward, and where things are heading next.
Some reflections, through the lens of Vision 2030’s core pillars:
Giga projects. From NEOM’s bold unveiling to Qiddiya’s entertainment vision and the Red Sea’s luxury tourism developments, the giga projects have become symbols of Saudi ambition. Not every step has been smooth, but the scale and pace of progress have been impressive. What began as a conceptual masterplans are now moving from drawing boards to active construction – creating supply chain demand, new jobs and opportunities for global expertise.
First-hand experience. Living and working here, I’ve seen incredible changes, from Riyadh’s skyline to the day-to-day opportunities opening up for both locals and expats. Yes, there are still challenges (and yes, the traffic still tests my patience daily!), but the speed of change here is unlike anywhere else I’ve worked.
Energy on the ground. The people are the heartbeat of this transformation. Saudi has hosted everything from Formula 1 in Jeddah, to boxing in Riyadh, to the MDL Beast music festival – all of which would have been unthinkable a decade ago. These events are more than just entertainment, they're catalysts for tourism, infrastructure investment and international exposure.
Demographics. With more than 70% of the population under 35, unlocking the potential of this generation has been central to Vision 2030. Female workforce participation has more than doubled since 2016, contributing to both social and economic progress. This demographic shift is creating one of the most dynamic labour markets globally.
And what comes after Vision 2030?
The key will be to keep the momentum alive. Vision 2030 should be seen as a springboard, not a finish line.
With major global milestones on the horizon including the 2027 Asian Cup, the 2030 Riyadh Expo, and the 2034 FIFA World Cup – Saudi has a clear external calendar that will keep it in the global spotlight and attract sustained investment well
What does success really look like?
In truth, it isn’t about ticking every box in the original plan. It’s about the transformation already underway, the milestones reached, and the fact that Saudi Arabia has shifted its economic trajectory and global perceptions under a decade. That is rare in any nation’s history.
I often joke with friends that Saudi isn’t forever for me (it might be for a bit longer). I’d love to work across all continents one day (Antarctica might be a tough one). But for now, this is very much my Why Saudi and my Why Now.