RIYADH, Aug 17, 2025 (BFF/AFP) - Saudi Arabia, once known for banning concerts and strict conservatism, is now turning to its own cultural roots after allowing Western raves and music festivals in recent years.

In Riyadh, the stage show "Terhal" showcases the kingdom's heritage with traditional songs, chants, and costumes blended with modern technology. An actor wearing a red-and-white headdress gallops on a white horse, narrating the story of Saad, a young Saudi exploring his homeland. The production features 55 Saudis among 100 international acrobats, dancers, and trapeze artists.

The shift comes after past controversies at electronic music festivals, including reports of alcohol and drug use, which Riyadh authorities have denied. This year's "Riyadh Season" entertainment programme will focus mainly on Saudi and Gulf musicians, according to Turki Alalshikh, chairman of the General Entertainment Authority.

Analysts say the move is part of Crown Prince Mohammed bin Salman's Vision 2030, which aims to reshape Saudi Arabia's identity and diversify its economy beyond oil. "Vision 2030 is always about testing borders. And if two steps are too much, you take one step back," said Sebastian Sons of the German think tank CARPO.

Until 2018, concerts and dancing were banned in the kingdom, and women risked flogging if they appeared without a headscarf. Since reforms began, Saudi Arabia has hosted Formula One races, global music stars like Jennifer Lopez, and lifted the ban on women driving.

Cultural ministry spokesman Abdulrahman Almotawa said Terhal "captures both the beauty of Saudi landscapes and the depth of its traditions, making them accessible to a broad audience." Artistic director Filippo Ferraresi added that he worked with Saudi consultants and professors to research regional traditions, dances, and music.

Experts say entertainment is now at the "nexus of the social and economic components" of Vision 2030. "It is not only a sector of untapped potential for economic diversification but also a way to showcase changes underway in Saudi Arabia," said Kristian Coates Ulrichsen of the Baker Institute, Rice University.

Human rights groups, however, accuse Riyadh of "art-washing" its poor human rights record. Sons acknowledged such criticism but said "many creative minds in the country deserve respect for the work they do."

For Saudi dancer Talha Mas, 23, performing in Terhal was a "dream come true," while Egyptian spectator Asser Saleh, 37, said he felt "proud" to witness such performances in Riyadh, adding, "Before, you had to go to Europe or the US to see this type of show."