This study explores the interplay of performing arts and nation branding in Saudi Arabia. Employing a qualitative approach, it critically analyzes the government's role in leveraging performing arts to preserve national identity, transform international perceptions, attract visitors, and realizing the ambitions Vision 2030 agenda. Twenty-three in-depth semi-structured interviews were conducted with governmental decision-makers, performing arts experts, and tourists. Key findings reveal aims to enhance cultural heritage visibility, improve global perceptions, embrace the strategic interplay of tradition and modernity and the strategic importance of digital technologies and cultural education.