Dr. Ghadah W. Alharthi is an international Cultural Adviser based in London, as well as an Associate Professor and Director specializing in Culture and Innovation at Central Saint Martins, University of the Arts London. With a PhD in International Management, she is passionate about protecting and sharing Saudi Arabia's heritage and traditions both within the Kingdom and abroad. She has worked on UNESCO sites and giga-projects in the Middle East, including NEOM and Diriyah Gate. In this episode, she defines cultural diplomacy, highlights the astounding progress of Vision 2030 thus far, reflects on the growing workforce of women in the country, and expands on the importance of tourism and cultural exchange. She is fueled by the success stories of local Saudis and looks forward to the bright future ahead. 0:00 Introductions 1:51 UNESCO 9:35 Saudi’s image in mainstream media 14:00 Vision 2030 15:48 World Economic Forum 17:27 Aha moment 21:50 Soft power 25:25 Overcoming challenges 27:10 Research, storytelling, locals 32:30 Saudi women in the workforce 36:08 Fears, optimism, happiness 43:10 Teaching 44:30 Advice, exhibits, travels 51:24 Exciting events coming up 53:10 Closing words