'The Destination’ Shines A Light On Saudi Arabia’s New Image As It Moves Toward A Global Future

KUALA LUMPUR, July 20 (Bernama) -- Saudi Arabia has launched a new documentary titled "The Destination", showcasing the country's sweeping transformation under its Vision 2030 programme, spanning the political, economic, sports, and cultural sectors.

Produced by the Konoz Initiative under the Saudi Arabia Ministry of Media, the documentary goes beyond chronicling achievements. It offers a visual narrative of how Saudi Arabia—long associated with a conservative image—is now emerging as a competitive and modern global destination.

In a statement issued on Sunday, Konoz said the film features mega projects, local talent development, and a cultural innovation boom, delivering a clear message: the Arab world is on the move, and Saudi Arabia is leading the way.

"The documentary presents stunning visuals from across Saudi Arabia—from deserts to smart cities—telling the story of a nation’s rise, now seen as a new benchmark in the modern Islamic world," the statement said.

According to Konoz, the documentary will be broadcast on Shahid, STC TV, Saudi national television, and the official platforms of the Saudi Ministry of Media.

Prominent figures featured in the film include Chairman of the King Faisal Centre for Research and Islamic Studies, Prince Turki Al-Faisal; Saudi Minister of Sports, Prince Abdulaziz bin Turki Al Saud; Ministerial Advisor Mazen Al-Sudairi; CEO of the Diriyah Gate Development Authority, Jerry Inzerillo; and Head of Cardiac Surgery at King Faisal Specialist Hospital, Dr Firas Khalil.

Meanwhile, Konoz said that for Malaysia, "The Destination" raises fundamental questions about how to construct an inclusive national visual narrative—one that reflects the nation’s values and transformative changes, while speaking to the world in its own language.

“Saudi Arabia’s aspirations in developing local content reflect a strategic vision aligned with Malaysia’s efforts to build a sustainable and borderless media industry,” the statement added.

Konoz also noted that cooperation between Malaysia and Saudi Arabia in this area could be expanded, particularly in co-productions, media training, and expertise exchange in telling stories of social transformation.

“Just as Saudi Arabia brings a new cultural message to the world, Malaysia too possesses a diverse cultural narrative capable of engaging in dialogue on equal terms—not in submission, but in exchange,” it said.

-- BERNAMA