Saudi Arabia’s National Day is a celebration steeped in history, pride, and cultural significance. For both residents and visitors alike, it offers an opportunity to witness the rich heritage of the Kingdom. In recent years, National Day has become not only a time for reflection and national pride but also a prime opportunity for public relations and marketing strategies, as savvy brands, both local and international, seek to connect with Saudi audiences through this grand celebration.
What is Saudi National Day?
Saudi National Day, celebrated annually on September 23, marks the unification of the Kingdom of Saudi Arabia by King Abdulaziz Al Saud in 1932. This pivotal moment in history brought together the diverse regions of Nejd, Hijaz, Al-Ahsa, and Asir, forging the Kingdom as we know it today. Saudi National Day commemorates this monumental achievement, highlighting the nation’s journey from a collection of regions to a unified, thriving kingdom.
The history behind National Day
The roots of Saudi National Day date back to the early 20th century, following decades of regional conflict and upheaval. On September 23, 1932, King Abdulaziz declared the establishment of the Kingdom of Saudi Arabia after successfully bringing together the various regions under one rule. This day was enshrined as National Day in 2005, under the reign of King Abdullah bin Abdulaziz, who made the decision to formally mark it as a public holiday each year.
Since then, the holiday has become a symbol of Saudi unity and a time for both public and private institutions to honour the Kingdom’s heritage and achievements. It is also an opportunity to promote Saudi culture to the rest of the world.
How Saudi National Day is celebrated
National Day celebrations have grown larger and more dynamic over the years. From traditional displays of culture to modern entertainment, the festivities represent both the old and new Saudi Arabia. Here are some of the ways people celebrate:
- Fireworks: Spectacular fireworks displays light up the skies over the major cities of Riyadh, Jeddah, and Dammam. These shows are typically synchronised with music and often broadcast live for the whole nation to enjoy.
- Cultural performances: Traditional music, dance, and poetry recitals are an important part of the celebrations, with groups performing the Saudi Ardah, a traditional sword dance that is symbolic of strength and unity.
- Parades: Parades featuring military units, traditional horse riders, and floats depicting elements of Saudi culture and heritage are common sights on National Day. These parades often showcase the Kingdom’s military prowess and historical achievements.
- Concerts and entertainment: Major cities host concerts featuring famous Saudi and international artists, offering a platform for both cultural pride and entertainment. The combination of traditional and contemporary acts creates an inclusive celebration of Saudi talent.
- Decoration of public spaces: Streets, buildings, and homes are adorned with the Saudi flag and the country’s national colours: Green and white. Cities like Riyadh are lit up with green lights in honour of the special day.
- Special promotions: Many businesses, particularly in the retail and hospitality sectors, take part in the celebrations by offering special discounts, packages, and promotional events, aligning their marketing strategies with the holiday spirit.
Saudi National Day 2024: Celebrations in Riyadh
As the capital of Saudi Arabia, Riyadh is always at the centre of National Day celebrations. This year there will yet again be a host of events planned to engage residents and visitors:
- Fireworks extravaganza: A breathtaking fireworks show will light up the sky in several locations across Riyadh on the night of September 23. Major spots include Boulevard Riyadh City, Kingdom Tower, and other public spaces around the capital. The fireworks are expected to be one of the most spectacular aspects of the celebration, drawing large crowds and becoming one of the most visually striking moments of the celebration.
- Cultural showcases: In line with the country’s commitment to preserving its heritage, there will be numerous cultural events, including traditional dances like the Ardah and exhibitions showcasing Saudi art, fashion, and cuisine. The King Fahd Cultural Center will host several performances and exhibitions to celebrate the nation’s artistic achievements, as well the Diplomatic Quarter (DQ) and most of the expat residential compounds. In Diriyah, visitors can explore Saudi Arabia’s rich heritage through exhibitions and cultural performances. This UNESCO World Heritage site is a significant part of Saudi history, offering a deep dive into the Kingdom’s roots
- Concerts and events: This year’s festivities in Riyadh will feature concerts from leading Saudi and international musicians. Saudi singer Ahlam and renowned musician Abady Al-Johar will perform on the evening of September 23, at Abo Baker Salim Stage. Cirque du Soleil will also present a special show ‘The Wealth of a Nation’ at the Princess Nourah bint Abdulrahman University Theater from September 21-24. Additionally, the city will host sporting events and activities geared toward families and young people: Jump Saudi will host a two-day showjumping competition on September 22-23; and there will be a classic car parade and Royal Guard military band performance will happen on September 23 at Riyadh Front.
- Light and drone shows: Riyadh will host a special drone show on the night of September 23 near Boulevard Riyadh City. This show will project images of national symbols, including pictures of King Salman and Crown Prince Mohammed bin Salman, as well as the Saudi flag, narrating the story of Saudi Arabia’s unification and future vision and creating a patriotic visual experience in the sky
- Air show: On September 22 and 23, the Saudi Air Force will present an air show over Riyadh. The event will take place at 4:30 PM above Umm Ajlan Park, north of Prince Turki Bin Abdulaziz Road. This stunning display will feature aircrafts performing impressive aerobatics, captivating audiences with their precision and skill.
PR and marketing opportunities
For PR and marketing professionals, Saudi National Day presents an excellent opportunity to engage with local audiences by tapping into national pride. Brands can create campaigns that align with the values of unity, progress, and cultural heritage. Strategic partnerships with cultural institutions, sponsorship of events, and the creation of limited-edition products are ways to build meaningful connections with Saudi consumers. Additionally, leveraging social media and digital platforms to promote National Day campaigns can significantly amplify a brand’s reach during this peak time.
Saudi National Day is not just a public holiday—it is a moment to celebrate the Kingdom’s past, present, and future. For businesses, it offers a chance to connect with audiences in a way that feels authentic and engaging, helping foster long-term loyalty and recognition.
