By Yassmin Jabri

RIYADH — Saudi Arabia’s successful bid to host the 2034 FIFA World Cup is just one step in the nation’s broader transformation, said Hammad Albalawi, head of the Saudi Arabia FIFA World Cup 2034 Unit.

Speaking at a panel discussion during the Saudi Media Forum (SMF) on Wednesday, Albalawi emphasized that the World Cup is not just about sports but also serves as a catalyst for growth in tourism, infrastructure, and other key sectors.

“Hosting the World Cup is about more than just sports—it plays a vital role in tourism and multiple industries,” Albalawi said.

“The reforms we have implemented over the past eight years have been recognized and praised by international organizations such as the World Bank and the World Economic Forum. The Kingdom’s transformation is one of the most significant in the world.”

Albalawi also highlighted five marketing campaigns launched to promote Saudi Arabia’s World Cup bid, which garnered over 500 million views across social media platforms, reflecting the growing global enthusiasm for Saudi sports. “We are in a phase of continuous growth and welcome everyone—not just in 2034, but always,” he said.

Shoura Council member and Vice President of the Arab Sports Press Association, Dr. Turki Alawad, spoke about Saudi Arabia’s deep-rooted passion for sports. “Whenever the Kingdom hosts an event or tournament, it reflects our identity,” he said. “We offer the world an opportunity to experience our culture and history—it’s always an integral part of what we do.”