Driving Cultural Growth Through Strategic Partnerships
Driving Cultural Growth Through Strategic Partnerships: My Role in Saudi’s Cultural Transformation
By Awdah Al Saket
General Manager of Partnerships Management and Delivery, Ministry of Culture
Al Yamamah University, Class of 2011, Business Administration
Member of the Alumni Association Council
In my role as General Manager of Partnerships Management and Delivery at the Ministry of Culture, I am privileged to be at the forefront of a dynamic transformation—one that is reshaping Saudi Arabia’s cultural landscape and positioning it as a key pillar of national development. This role is about more than just building partnerships; it’s about creating a thriving cultural ecosystem that drives economic diversification, fosters community engagement, and elevates Saudi culture on the global stage.
Our work focuses on three core objectives:
Making Culture a Part of Everyday Life: We are working to make cultural experiences accessible to all Saudis. This involves building sustainable infrastructure, supporting local artists, and integrating cultural programming into everyday settings—schools, workplaces, and public spaces. By embedding culture into daily life, we’re not just enriching the social fabric of our communities; we’re also creating new avenues for creative expression and public engagement.
Driving Economic Growth Through Culture: Culture is not just about preserving heritage—it’s also a powerful economic driver. By enabling strategic partnerships across the public and private sectors, we’re unlocking investment opportunities in cultural industries such as film, music, literature, and visual arts. This approach not only creates jobs and supports local talent but also stimulates new revenue streams that contribute to the Kingdom’s economic diversification agenda under Vision 2030.
Promoting Saudi Culture Globally: Saudi Arabia is home to a rich cultural heritage, and part of our mission is to share that heritage with the world. Through international partnerships and global collaborations, we’re showcasing the Kingdom’s cultural assets—from traditional art forms to contemporary creative expressions. This not only elevates Saudi culture on the world stage but also fosters cultural diplomacy, positioning the Kingdom as a global cultural hub.
By aligning our efforts with the broader National Cultural Strategy, we are creating pathways for impactful cultural projects that extend beyond exhibitions and performances. We’re working to position culture as a vital sector that contributes to the nation’s economic growth, enhances the quality of life, and tells the story of Saudi Arabia to a global audience.
For me, this role is a culmination of the skills and values I developed during my time at Al Yamamah University. It was there that I first learned to think strategically and build connections—skills that are now essential as we work to transform Saudi Arabia’s cultural sector into a thriving, sustainable ecosystem that reflects the Kingdom’s rich heritage and bold vision for the future.