The Arab Saudi Joy Awards, or as I like to call it, the “Middle East Oscars,” held in Riyadh, captured the world’s attention. It is not merely an artistic event, but a strategic platform demonstrating the Kingdom’s ability to combine art and culture with technological innovation, media development, and strategic governance.
اضافة اعلان
Under the guidance of His Excellency Turki Al-Sheikh, Chairman of the General Entertainment Authority (GEA), the event brought together celebrities from across the Arab world, Europe, Turkey, India, and beyond. All participants expressed admiration for the opportunity to explore Saudi Arabia and experience its diverse culture and tourism offerings, highlighting the event’s role as a regional and global diplomatic and cultural window.
The event demonstrates that large-scale international cultural events go beyond entertainment, reflecting a strategic leadership vision that invests in art and culture as tools of soft power, enhancing the country’s image both domestically and internationally. It also confirmed that sophisticated and creative art, when approached with commitment, does not conflict with religious and social values; rather, it can serve as a bridge between tradition and modernity.
Regionally, the awards shed light on Saudi Arabia’s growing international presence, encompassing tourism, media, economy, and cultural relations. The event also carries indirect implications for neighboring countries, including Jordan, which can benefit from the dynamic regional cultural landscape to enhance its own cultural, artistic, and tourism sectors without compromising internal stability or national identity.
Politically, the event underscores the importance of public engagement with leadership and the ability to balance openness to the world with adherence to values. Progress is measured not by wealth alone, but by flexible and creative minds capable of turning international events into sustainable economic and media opportunities. This intellectual flexibility equips nations to compete globally and project a positive image of their societies and institutions.
Moreover, the awards emphasize that peace and stability form the backbone of any real progress. Saudi Arabia has demonstrated the state’s ability to support humanitarian and global causes while maintaining internal security and political stability, as a nation’s influence begins at home. As institutions strengthen and the economy grows, the state’s capacity to contribute internationally becomes more effective and responsible.
Economically, events such as the Joy Awards reveal the Kingdom’s ability to attract investment and tourism, not only domestically but across the region. Global attention on Saudi Arabia opens opportunities for Jordan and other neighboring countries to develop their cultural, artistic, and tourism sectors in a complementary manner, aligned with internal stability and regional presence.
Ultimately, the Joy Awards represent a global model of combining art, culture, technology, and strategic governance. They highlight the vital role of Saudi leadership and the General Entertainment Authority under His Excellency Turki Al-Sheikh in transforming large-scale events into tools of soft power that elevate the country’s international standing, while preserving national values and internal stability.
