Urban Sustainability Narrative: Between Visionary Branding and Practical Transformation in Saudi Arabia

Saudi Arabia’s urban landscape is undergoing rapid transformation, fueled by Vision 2030 and an ambitious sustainability narrative positioning the Kingdom as a global leader. This study examines how sustainability functions both as a branding device and as an operational challenge in mega-projects such as NEOM and Qiddiya. Based on literature review and five interviews with sustainability professionals, the research identifies a persistent gap between visionary rhetoric and practical implementation. It argues that while sustainability narratives enhance national identity and global soft power, significant challenges remain in governance, enforcement, and stakeholder engagement. Closing this gap will require institutional reforms, capacity-building, and new models of accountability. The paper contributes to broader debates on urban sustainability by showing how emerging economies use sustainability not only as a developmental tool but also as a strategy for international repositioning.