Saudi Arabian public diplomacy is deeper than the conventional direct initiatives the Kingdom has recently engaged in. Indeed, through these initiatives the Kingdom has created a charm offensive as a vehicle to enhance its international image, and in doing so it has hoped to increase its influence in the global community. But its image has also been strongly dependent on indigenous characteristics and domestic policies. These are the indirect or latent sources of its public appeal. Interestingly enough they derive both from tradition and modernity. The Kingdom derives extraordinary influence as the traditional center of the Islamic and Arab worlds. Yet with its most recent push to build a modern society and economy through its Vision 2030, it has raised its standing as a future cosmopolitan entrepôt.