As Saudi Arabia continues its attempts to become a viable tourism destination for a wider global audience, the country’s ministry of culture has come to an agreement with Cirque Du Soleil that paves the way for the Montreal-based entertainment giant to bring some of its top shows to the Kingdom.

Under the agreement, a number of Cirque shows have the potential to make a debut in Saudi Arabia, including new Cirque du Soleil touring shows such as “The Illusionist,” “Now You See Me,” “Paw Patrol Live – Race to Rescue,” “Trolls Live!,” and Blue Man Group World Tour. Additionally, a brand-new Cirque du Soleil resident show may be introduced.

The arrangement will also see the two parties develop a plan to establish a regional Cirque du Soleil training academy and office that would give students the opportunity to hone their skills through international circus school exchanges and artist-in-residence programs, in addition to working towards internationally recognized certifications.

Performing arts in the Kingdom have expanded rapidly since the establishment of the Ministry of Culture in 2018. Last year, the Theater and Performing Arts Commission, one of 11 sector commissions overseen by the Ministry of Culture, launched its strategy to advance the sector, with plans to enhance its infrastructure, offer educational opportunities, create jobs, and build partnerships. The Commission aims to have 4,500 graduate performers and more than 4,000 qualified trainees by 2030.

At the same time, international events from concerts to sports have been lined up to boost tourism and its accompanying economic benefits through an expanded “cultural ecosystem” and, by extension, to help soften the image of a nation with a historic reputation for harbouring harsh political and social policies.

Cirque du Soleil Entertainment Group has performed six shows in Saudi since 2018, the latest of which was “Messi10″ – a performance celebrating famous Argentinian football player Lionel Messi – which was held in November during Riyadh Season 2021.

However, the engagement raised the ire of some of its artists who hoped the company would cancel shows amid international criticism of the regime, which added to a high-profile diplomatic dispute between it and Canada sparked by the arrest of women’s-rights activists.

The condemnation also followed the killing of Saudi journalist Jamal Khashoggi at the Saudi consulate in Istanbul.

Cirque, which performs in more than 90 countries, said in an email it values “open-mindedness and diversity.”

“Through our shows, our goal is always to inspire the local population and our presence in any market should not be interpreted as a political and moral stance,” said spokeswoman Caroline Couillard. “As a private company, we do not believe it is appropriate to interfere in the domestic and foreign affairs of the governments of the countries we visit.”

While that is an appropriate sentiment, it does not address why Cirque would choose to perform in a country which continues to practice such antiquated and repressive policies.

Couillard also pointed to announced economic and social reforms by de facto ruler Crown Prince Muhammad bin Salman aimed at modernizing Saudi Arabia.

Last year, the government announced judicial reforms to increase accountability and play down the prominence of Islamic law in its legal system.

Regardless, its laws regarding women remain Draconian. Just four years ago, In June 2018, women were granted the right to drive. They remain subject to guardianship laws, though these were loosened in 2019, allowing them to obtain a passport and travel abroad without a male relative’s permission.

Newly protected by standard employment discrimination protections, incredibly, women must still seek a male guardian’s permission for certain actions, such as entering a domestic violence shelter.

As such, criticism of the regime remains, and Cirque is not the only Canadian franchise to have faced calls to cancel shows in Saudi Arabia. Pop star Justin Bieber heard similar demands ahead of his concert in the Red Sea city of Jidda late last year during the kingdom’s Formula One race, despite that, he took the stage on Dec. 5.