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Vision 2030: The spark that ignited a nation’s soul

Fuse Integrated's Abdulelah S. Al-Nahari reminisces on the day Saudi Vision 2030 was announced and how it sparked a nation's soul.

Abdulelah S. Al-Nahari

I still remember the day Saudi Vision 2030 was announced. It was April 25, 2016, and I was lounging in my living room, half-watching the news while messing around on my phone.

Then, it hit – like a bolt out of nowhere. Crown Prince Mohammed bin Salman unveiled a future for Saudi Arabia so daring, so unthinkable, that it stopped me in my tracks.

Diversifying the economy, cutting our reliance on oil, boosting public services – it was a vision no one in a million years saw coming. I felt the air shift, even alone in that room. I grabbed my phone, called my friends, my father, and we all buzzed with the same question: Could this actually happen?

Back then, I was in my late 20s, a child of t


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.