The urgency of transforming Saudi public diplomacy in Pakistan

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Pakistan and Saudi Arabia enjoy one of the most enduring and trusted bilateral relationships anywhere on the planet. This has been characterized by close political coordination, strong defense and security cooperation, sustained economic and financial support and alignment on major regional and Islamic world issues. Riyadh has consistently emerged as a reliable partner for Islamabad during periods of economic stress, diplomatic challenges and regional uncertainty.

At the people-to-people level, the relationship is equally deep and emotionally grounded. Millions of Pakistanis visit Saudi Arabia annually for Hajj and Umrah, while a large Pakistani diaspora has contributed for decades to the Kingdom’s development and prosperity. Shared Islamic faith, reverence for the holy cities of Makkah and Madinah, and common religious and cultural values have generated multi-generational goodwill among Pakistani society toward Saudi Arabia. These bonds form a unique foundation that few bilateral relationships can claim.

But there is something missing. While official and religious ties remain ever strong, the public dimension of the relationship within the Pakistani public has not evolved at the same pace as Saudi Arabia’s remarkable rise in recent years as a powerful, progressive modern power, unlike popular public perceptions in Pakistan about the West, especially among civil society.

Saudi Arabia is undergoing a historic transformation under Vision 2030, repositioning itself as a diversified, technology-driven, post-fossil fuel economy; a growing center for innovation, culture, and creative industries; and a more assertive diplomatic and military power with rightful global positioning. Yet, in Pakistan’s public imagination, perceptions of Saudi Arabia remain largely anchored in older narratives – religion, oil, labor migration and conservative social structures.

A dedicated ‘Civil Society Development Initiative’ will position the Kingdom as a leading partner shaping Pakistan’s understanding of modern development and Islamic-world leadership. Adnan Rehmat

A dedicated ‘Civil Society Development Initiative’ will position the Kingdom as a leading partner shaping Pakistan’s understanding of modern development and Islamic-world leadership.

This disconnect has created a perception gap between the reality of a modernized Saudi Arabia and how it is inadequately understood by today’s Pakistani civil society, media, political parties, academia, youth and opinion leaders. Engagement has historically been elite-centric, with limited structured outreach to legal non-state actors who increasingly shape public discourse and long-term attitudes. This is especially true in the backdrop of the current war in the Gulf and the unfair aggression against Saudi Arabia. 

Maintaining this public perception status quo risks underutilizing the full strategic potential of the relationship. But the perception gap also presents a timely opportunity. Riyadh’s modernization journey strongly resonates with the aspirations of ordinary Pakistanis, particularly modern youth, professionals, entrepreneurs, journalists, artists, researchers and civil society leaders, who seek pathways toward economic diversification, technological advancement, cultural confidence and global relevance without abandoning Islamic identity.

By concertedly engaging Pakistani society around Saudi Arabia’s transformation, the Kingdom can reposition itself in Pakistan in the public domain also not only as a religious and economic partner, but as an aspirational model of Muslim-world modernization and regional and global leadership. Such engagement can foster a shared public narrative centered on innovation, opportunity and future-oriented cooperation.

This moment is especially significant given the shrinking space for public diplomacy and intellectual engagement in Pakistan. The end of USAID-funded public diplomacy programs and the gradual reduction of European outreach in Pakistan have left a noticeable gap in civil society engagement, exchanges and public dialogue. Riyadh is uniquely positioned to fill this space with a long-term, values-aligned initiative that moves beyond just government-to-government engagement.

Riyadh should undertake a specialized multi-year initiative aimed at reshaping public perceptions, strengthening ties with Pakistan’s ‘modern middle’ – traditionally influential civil society and intellectual sections – and embedding Saudi Arabia’s modern narrative within Pakistani society. This will improve public understanding in Pakistan of Saudi economic, technological, cultural, diplomatic and security transformation; build sustained engagement with Pakistani civil society, media, academia, youth and creative sectors aligned with Saudi strategic priorities; and complement state-to-state relations with durable legal and influential non-state networks and partnerships.

Structured fellowships, study visits and immersion programs for Pakistani thinktank managers, journalists, academics, technologists, cultural practitioners and policy professionals to engage directly with Saudi institutions, innovation hubs, cultural centers and policy ecosystems will align Pakistani society with the Kingdom’s Vision 2030 goals.

Regular public engagements in Pakistan featuring Saudi leaders, experts and practitioners on themes such as economic diversification, non-religious tourism, artificial intelligence, climate transition, cultural industries, diplomacy and regional security could strengthen this process. As could support for collaborative journalism, research publications, documentaries, podcasts and digital content that present nuanced, contemporary Saudi narratives to Pakistani audiences, moving beyond religious stereotypes toward informed analysis. Joint projects between Saudi and Pakistani academia, NGOs and creative spaces on innovation, leadership and social development will be popular.

For Riyadh, this initiative will significantly strengthen soft power in a strategically important Muslim country ensuring that elite-level partnerships are reinforced by informed and positive public perceptions. Coupling the bilateral strategic Mutual Defense Agreement with a dedicated ‘Civil Society Development Initiative’ will position the Kingdom as a leading partner in shaping Pakistan’s understanding of modern development, Islamic-world leadership and future-oriented governance. For Pakistan, this initiative will offer access to ideas, models and partnerships relevant to its own growing aspirations for modernization and global relevance, filling a critical gap in public engagement landscape, fostering dialogue, learning and collaboration. 

The ongoing war in the Gulf has made it all the more imperative that this game-changing initiative could represent a strategic investment in the future of Saudi-Pakistan relations and ensure that one of the Muslim world’s most important bilateral relationships evolves in step with the ambitions of the 21st century.

– Adnan Rehmat is a Pakistan-based journalist, researcher and analyst with interests in politics, media, development and science.

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