Food, Festivals and Football: Saudi Arabia's Cultural Programme for 2034

The FIFA World Cup has always been about more than football. It is a celebration of culture, identity, and the shared humanity that sport uniquely expresses. For Saudi Arabia 2034, the organising committee has developed one of the most ambitious cultural programmes in World Cup history — a year-long festival of art, music, food, and heritage that will run alongside the tournament and extend its reach far beyond the stadium.

At the heart of the cultural programme is a series of Fan Festivals — large-scale outdoor events staged in each of the five host cities. Drawing on the model established at previous World Cups, the Fan Festivals will offer free entry to all visitors and will feature live match screenings, musical performances, food markets, and interactive cultural experiences. But Saudi Arabia's version will go further, incorporating traditional Saudi arts — calligraphy, weaving, pottery, and falconry — alongside contemporary performances from international artists.

Food will play a central role in the cultural programme. Saudi Arabia's culinary tradition is rich and varied, drawing on influences from across the Arab world, East Africa, and South Asia. Each host city will host a dedicated food festival showcasing regional specialities — from the seafood of Jeddah's waterfront to the slow-cooked lamb dishes of the Asir highlands around Abha. International food markets will also be a feature of every Fan Festival, ensuring that visitors from every corner of the world can find familiar flavours alongside new discoveries.

The arts programme will be equally ambitious. A series of large-scale public art installations — commissioned from both Saudi and international artists — will be installed across all five host cities, transforming public spaces into open-air galleries. A dedicated World Cup film festival will screen football documentaries and feature films from around the world, while a programme of live music events will bring together artists from across the globe for performances in Riyadh's new outdoor amphitheatre and Jeddah's historic Al-Balad district.

Heritage tourism will also be a major focus. Saudi Arabia's extraordinary archaeological and historical sites — including the UNESCO World Heritage sites of Al-Ula, Hegra, and Diriyah — will be promoted as must-visit destinations for World Cup visitors. Dedicated heritage tours, timed to coincide with the tournament, will offer fans the chance to explore the Kingdom's ancient past alongside its ultra-modern present.

The General Entertainment Authority has confirmed that the cultural programme will be fully operational from the opening ceremony and will continue until the final whistle of the final. For the millions of fans who will travel to Saudi Arabia in 2034, the message is clear: come for the football, stay for everything else.