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........

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