THE ROLE OF SOFT POWER INSTRUMENTS IN THE FOREIGN POLICY OF THE KINGDOM OF SAUDI ARABIA

The article examines how soft power tools shape the Kingdom of Saudi Arabia's (KSA) foreign policy. It aims to clarify the principal channels and workings of Saudi Arabia’s soft power strategy. The research studies Saudi Arabia’s cultural, religious, educational, and humanitarian soft power, assessing its role in enhancing the nation's regional and international reputation and influence. Using qualitative documentary analysis, the study reviews academic literature, dissertations on regional soft power, official Saudi publications, and strategies. Findings show that KSA utilizes media campaigns, religious diplomacy, sports and entertainment events, education and scholarships, cultural programs, and tourism projects as tools of soft power. The study concludes that, driven by Vision 2030, Saudi Arabia actively blends traditional and modern soft power instruments to recalibrate its foreign policy. The results offer insight for future research on evolving foreign policy approaches in the Middle East.