In a rapidly changing world, where the Middle East is reinventing itself at a remarkable speed, our country has here a unique and perhaps unrepeatable opportunity to assert its innovative, resilient, and collaborative identity.
The Lusitano Project, with a global investment of 111.5 million euros, is one of the boldest initiatives of the PRR’s Mobilizing Agenda for Business Innovation. Led by Nau Verde and bringing together 17 partners from the textile industry, the project aims to transform the entire value chain, from fiber to consumer, betting on natural and recycled fibers, technology, and sustainability. The Portuguese presence in Riyadh, through Cenit – Textile Intelligence Centre, is a clear affirmation of Portugal’s ability to combine tradition, innovation, and environmental awareness.
But there is something that the news does not show: the true potential of this connection goes far beyond the textile sector.
I have had the opportunity, over the last year, to participate in various forums and events about the Middle East and to visit Riyadh in person in June of this year. I was invited by my friend Abílio da Alagoa Silva, president of the Portuguese Saudi Business Council, who challenged me to join a delegation of Portuguese businesspeople on a business trip that turned out to be revealing. During this visit, I had the privilege of meeting and creating friendships with Mr. Alwalid Albaltan, President of the Saudi Portuguese Business Council and MENALAC, and with his Deputy CEO, Noël Gomes.
What I found in Saudi Arabia surprised me: a vibrant country, in full metamorphosis, deeply proud of its heritage, but with its eyes set on the future. The modernization underway under the Vision 2030 program is visible on every avenue in Riyadh, in the skyscrapers under construction, in the new universities, in the research centers and, above all, in the mentality of its young entrepreneurs.
And that is precisely where Portugal can and should enter strongly.
Saudi hospitality is genuine, warm, and enthusiastic. Those who arrive with an open mind are welcomed with open arms, with respect and curiosity. I felt it myself, not only in business meetings, but in informal conversations, lunches, and visits to local projects. There is a clear willingness to collaborate, learn and invest together. Portuguese companies, with their creativity and ability to adapt, have all the conditions to be natural partners in this new economic ecosystem that Saudi Arabia is building.
In addition, the cultural factor plays in our favor. Portuguese football is today one of our greatest ambassadors. The presence of figures such as Cristiano Ronaldo and Jorge Jesus in Saudi sport has created a spontaneous empathy between the two peoples. The local enthusiasm for Portuguese talent is palpable and opens doors that no institutional campaign could open. With the 2034 World Cup approaching, Portuguese ability in the construction of stadiums, the organization of international events and hospitality can be a strategic asset of enormous value.
The Saudis recognize and admire the quality of Portuguese work. And we, in turn, must recognize that this is the time to multiply Lusitanian projects, not only in textiles, but also in areas such as engineering, renewable energy, tourism, health and digital technologies.
Obviously, there are obstacles. Doing business in Saudi Arabia means understanding its culture, respecting its norms, and investing time in trusting relationships. But if there are people who know how to turn difficulties into opportunities, it is the Portuguese.
I remember, with humor, an image that I have kept since my youth, when I lived in Germany: the Portuguese was able to make a Mercedes work with only a knife or a fork, while the German needed the right tool from the brand. That ability to improvise intelligently, to find solutions where others see problems, is a hallmark of ours and is exactly what we need to bring to Saudi Arabia.
The Lusitanian Project is an inspiring example of how innovation and tradition can go together. By investing in sustainable fibers, ecological processes and local production, Portugal shows the world that it is possible to grow responsibly. But this project can and should be the first of many.
Saudi Arabia is, more than ever, opening its doors to the world. It is now up to us to go through them with confidence, professionalism, and a spirit of partnership. Because, deep down, what unites us is older than it seems: we are two people with histories of exploration, trade, and global ambition. And perhaps it is time to sail together again, towards a future of cooperation and mutual prosperity.
