Shuruq Alsharif
This article provides one of the first systematic sociological analyses of Saudi women's representation and positioning within tourism and sports narratives linked to Vision 2030 and Saudi Arabia's preparations for hosting the FIFA World Cup 2034. Addressing a notable gap in scholarship, the study examines the relationship between gendered media discourse, public visibility, and state-led modernization. Grounded in cultural representation theory, feminist reconceptualizations of the public sphere, and gender performativity, the study employs critical discourse analysis to examine a curated corpus of national tourism advertisements, sports promotional campaigns, government communications, and institutional reports published between 2022 and 2025. The findings reveal a strategic transformation in the representation of Saudi women as public actors, entrepreneurs, athletes, and cultural ambassadors operating within tourism and international engagement spaces. These representations combine symbolic references to Saudi heritage, including the abaya, desert landscapes, and equestrian culture, with narratives emphasizing modernization, mobility, and global openness. However, the analysis also demonstrates that these transformations remain uneven, with women's visibility and participation appearing more pronounced in metropolitan and globally oriented spaces than in rural regions, where local cultural norms continue to shape the pace and form of social change. The study further suggests that while symbolic inclusion and public visibility have expanded considerably, deeper forms of structural empowerment remain dependent on institutional mechanisms capable of supporting leadership opportunities, public-private collaboration, and regionally responsive capacity-building strategies. By situating Saudi women at the intersection of gender politics, tourism development, nation branding, and global sports diplomacy, the article contributes to broader debates on symbolic power, visibility, and social transformation in the contemporary Middle East while offering insight into how the 2034 FIFA World Cup may further reshape gendered participation in Saudi Arabia's evolving global future.