Saudi Arabia, traditionally known for its oil reserves, is undergoing a significant transformation under the leadership of Crown Prince Mohammed bin Salman. The Crown Prince envisions Saudi Arabia as a global destination for tourism and business.

This vision is part of a broader strategy known as Vision 2030, which aims to diversify the Saudi economy beyond oil. The plan includes expanding tourism and entertainment, supporting economic growth, attracting investments, and creating thousands of job opportunities.

One of the most notable steps towards this vision is the opening of Saudi Arabia’s first liquor store in over 70 years. Located in Riyadh’s Diplomatic Quarter, the store caters exclusively to non-Muslim diplomats. This move is seen as a significant step towards social liberalization.

The Crown Prince’s vision also includes the development of the Aseer region into a tourist destination. A $13 billion strategy has been announced to attract 10 million visitors by 2030.

However, the journey towards this vision is not without challenges. The Crown Prince’s international reputation took a hit after the 2018 killing of Washington Post columnist Jamal Khashoggi. Internally, the conservative Islamic mores that have governed Saudi Arabia for decades pose a significant challenge.

Despite these challenges, the Crown Prince remains committed to his vision. The opening of the liquor store and the development plans for the Aseer region are testaments to this commitment.

As Saudi Arabia continues on this transformative journey, the world watches with keen interest. Will the Crown Prince’s vision come to fruition? Only time will tell.