The transformation underway in the Kingdom of Saudi Arabia under Vision 2030 is nothing short of extraordinary. As the country sets its sights on global leadership in tourism, innovation, and cultural reinvention, design excellence has emerged as both a tool and a symbol of this national rebirth. International design talent is not merely participating, it is helping to redefine what is possible.
From the futuristic forms rising across NEOM to the breathtaking ambition of The Line, to the reinvention of entire coastlines and mountain regions into luxury tourism destinations, the Kingdom is attracting some of the world's most visionary architects, planners, and designers. These professionals bring not just prestige, but also new ideas, design languages, and the technical expertise necessary to realise these projects at scale.
Global minds, local impact
Saudi Arabia’s strategy to invite international partners is no accident. Rather, it is a deliberate effort to import global best practices while rapidly upskilling local teams and systems. While the region is home to a number of well-established design firms, the influx of talent from Europe, the UK, the US, and beyond has brought with it design philosophies developed across continents, from British sustainability standards and Scandinavian minimalism to American placemaking.
At Carter Hones Associates (CHA), we have witnessed first-hand how this diversity of thought is enriching the urban fabric of the Kingdom. Our work with US-based firm Coen+Partners (C+P) on the Sports Boulevard project in Riyadh is a case in point. Carter Hones Associates was approached by the US-based urban design and landscape consultancy, C+P from Minnesota. C+P had secured a landmark urban realm re-development project called Sports Boulevard in Riyadh. This was one of C+P’s early projects in the region and Carter Hones Associates assisted them in sourcing suitable team members, managing those team members, advising on commercial issues and assisted them in project managing their new office. The scale of Sports Boulevard is immense and as the world’s largest linear park, had several contract packages running concurrently. As the lead urban design consultant guiding the consortium, C+P was required to fully coordinate between all stakeholders: client body, sub-consultants, utility providers, contractors and suppliers. Carter Hones provided project management assistance across all of these packages, helping with setting priorities, communication, internal coordination, reporting, programming and streamlining the process to enable the design to continue in a controlled and focused manner. The project required coordination across multiple stakeholders, workstreams, and time zones. As the local partner, we supported C+P in navigating the complexities of Middle Eastern project delivery, from recruitment and commercial set-up to day-to-day project management.
The main challenge, which is common for international Lead Design Consultants (LDCs), was that the design was largely taking place in another country and in another time zone. The client, however, was looking for locally based project professionals who understood the nuances of working in the Kingdom of Saudi Arabia, who were available to meet in person, and who could immediately respond and resolve critical issues. The leadership of C+P was always at hand to assist Sports Boulevard with project guidance, but as our team was based in Riyadh, we were at hand when problems arose that required an urgent response. In addition, we were able to translate issues and new requirements into tangible solutions for both parties.
The reward factor
Vision 2030 projects often break new ground, literally and metaphorically. They are ambitious, large-scale, and sometimes located in challenging environments. Whether it’s a resort carved into sandstone cliffs or a snow-covered mountain in the desert, the logistics, cost, and technical constraints can be formidable.
In this context, the role of design management becomes essential. Our contribution at Carter Hones Associates is to act as a bridge between vision and reality. We streamline communication between consultants, contractors, and government stakeholders; we sequence deliverables to avoid conflicts and ensure continuity; and we allow creative teams the bandwidth to focus on what they do best—design.
It’s not glamorous work. No one celebrates a perfectly formatted risk register. But when the spaces come to life, when paths are walked, plazas enjoyed, and buildings inhabited, we share in the pride of knowing that the design flourished because it was well-supported.
Lessons from the frontline
Success in the Kingdom hinges on two things: listening and timing.
Every stakeholder, whether a client, designer, or government agency has different objectives and pressures. Rather than trying to assert a singular approach, we focus on building collaborative execution plans that align priorities and establish trust. Design is not just about creating something new; it’s about integrating that vision into a broader system of expectations and constraints.
Time, of course, is another great challenge. Vision 2030 is a fixed milestone. Billions have been invested, and the world is watching. Projects must progress at pace, but without sacrificing quality. This makes the planning and programming stages more critical. At Carter Hones Associates, we see ourselves as custodians of both ambition and pragmatism, guarding the integrity of the schedule while enabling the creative potential of our partners.
A glimpse of what’s to come
Beyond Sports Boulevard, we are currently engaged in several exciting initiatives in Qiddiya City, working with master planners from Los Angeles, design studios in London, and theme park visionaries from Orlando. While confidentiality agreements limit what we can share, suffice to say that the projects underway represent only a fraction of what the world will eventually see. The pipeline is deep, diverse, and daring.
Vision 2030 will impact almost every sector in the Kingdom of Saudi Arabia: Real Estate, Automotive, Consumer Goods, Food & Agriculture, healthcare, Transport, Telecoms. For Carter Hones Associates, most of our project portfolio is centered around hospitality, mixed-use and entertainment and leisure. Whilst many of the Vision 2030 sectors are actively growing, it is the push to diversify Saudi into a global tourist destination where we see the biggest opportunity. Attracting domestic and international tourists into this vast Kingdom means there needs to be sufficient entertainment options, hotels and supporting infrastructure to create a visitor experience that will keep people coming back again and again. Thankfully our sector focus is perfectly aligned to this drive in Saudi Arabia, so we feel we are well positioned to support not just the Kingdom with its aspirations, but also international consultants looking to grow their portfolio of projects into the hospitality, leisure and entertainment arenas.
Advice to international entrants
For international design firms eyeing opportunities in Saudi Arabia, the message is simple: find a trusted local partner. The market is vibrant, but it is also complex. Cultural sensitivities, regulatory frameworks, and delivery expectations vary significantly from other country’s norms. Success comes not from imposing external models, but from adapting them with humility, care, and collaboration.
We advise newcomers to take the long view. Vision 2030 is not a one-off event, it is a sustained reimagining of the nation. There is room for many players, but the rewards will go to those who invest in relationships, build local understanding, and prioritise long-term impact over short-term wins.
Saudi Arabia’s transformation is one of the most compelling design narratives of our generation. It is a moment where aspiration meets execution, where heritage meets innovation. And at its heart lies a global community of designers, planners, engineers and strategists working together to shape the future. At Carter Hones Associates, we are proud to be part of that journey.
