Business Sweden’s proposed four-year programme to mobilise Swedish companies and partners towards Expo 2030 Riyadh, and a proposed shared Nordic pavilion concept.
Business Sweden pre-study
Business Sweden has been commissioned by the Swedish Ministry for Foreign Affairs to conduct a pre-study into a potential Swedish participation at Expo 2030 Riyadh, including the possibility of participating within a Nordic constellation.
Building on Sweden’s experience and lessons learned from Expo 2020 Dubai and Expo 2025 Osaka, we have developed a proposed setup for Sweden’s potential participation in Riyadh, bringing together the Expo presence, pavilion concept, partnership opportunities and Road to Arabia 2027-2030.
The ambition is to start the journey well before 2030, building Swedish business engagement and partnerships in Saudi Arabia over several years, with Expo as the culmination.
The pavilion is the destination. Road to Arabia is the journey towards it.
As participation would rely on public-private co-financing, we invite Swedish companies to explore the concept and register a non-binding expression of interest to help inform the pre-study.
Register your interestAn illustrative concept visualisation, not a final design: one continuous camera move in four chapters, in through Sweden’s entrance, past the companies, out into the shared Nordic spaces and up over the whole of Nordic Star at dusk.
Illustrative concept
A concept visualisation, not a final design
This film is a Business Sweden visualisation of the vision for a shared Nordic pavilion. It builds on insights and feedback gathered from the Nordic Pavilion at Expo 2025 Osaka. The shared Nordic pavilion is not final and is subject to joint review and approval by the Nordic countries. The final pavilion will be designed by appointed architects.
01/04Step into Sweden
A distinct Swedish entrance leads into an exhibition of innovation, sustainability and Swedish solutions, with screens showing Swedish environments.
02/04Companies take the floor
A pop-up area where Swedish companies take over the space and present their solutions in context, in the spirit of Road to Arabia’s company-driven programme.
03/04Out into Nordic Star
Shared Nordic spaces gather a FIKA café, a restaurant and meeting rooms, where dialogue built on the road to 2030 can turn into business.
04/04Five nations, one star
From above, the whole pavilion appears: five national entrances around shared facilities, an outdoor stage and a playground in landscaped grounds.
Nordic Star is an integrated Nordic campus concept for Expo 2030 Riyadh. Norway, Finland, Denmark, Iceland and Sweden each have a distinct entrance and exhibition, arranged around shared Nordic facilities, an outdoor stage and landscaped social areas.
A Nordic platform with a distinct Swedish proposition: shared scale and facilities, combined with a clear national identity and company-led content.
A visible Swedish proposition within the shared Nordic platform, for Swedish companies and solutions.
A distinct Swedish identity with warm, open and modern design.
Innovation, sustainability and Swedish solutions for global challenges, with screens showing Swedish environments.
zone 1 of 2
The Swedish space can support takeovers, temporary showcases and pop-ups. Shared facilities are accessed through the Nordic calendar and agreed country allocation.
Hospitality, meetings and Nordic storytelling inside, at the core of the plan.
Nordic cuisine with local ingredients; indoor and outdoor seating.
The FIKA café in the film
Flexible rooms with modern AV and streaming.
zone 1 of 2
A shared narrative on a sustainable, inclusive and innovative tomorrow.
A lounge for networking, indoor and outdoor, alongside the restaurant and café, and a shop.
Comfortable and functional work environment.
Stage, café and activation areas extend into the outdoor environment.
Events, talks and cultural performances under the open sky.
Landscaped courtyards, shaded spaces and activation zones.
zone 1 of 2
The plan and renders are illustrative. Pavilion construction, exhibition investment and Expo operations sit outside the Road to Arabia programme and are subject to separate financing and governance decisions.
The opportunity
Six months of visibility, engagement and partnership in one of the world’s fastest-transforming markets.
Expo themeForesight for Tomorrow
Expo 2030 RiyadhSix months, to 31 March 2031. Expected scale, per Business Sweden’s pre-study:
Market proximity
Use Expo as a base for sustained dialogue with Saudi decision-makers, clients, investors and partners.
Global visibility
Present Swedish solutions in an international setting while connecting them to concrete Saudi priorities.
Long-term positioning
Build relationships before 2030, activate during Expo and convert momentum into post-Expo opportunities.
The theme
Innovation
Technology, responsible business, human-centred development and practical implementation, visible in every platform.
Sustainability
The red thread across all programming, linked to competitiveness and quality of life.
Collaboration
Companies, government, academia and innovation actors building one durable Swedish presence.
Together they answer why Sweden is relevant to Saudi Vision 2030 and the wider region.
Road to Arabia 2027-2030: proposed Swedish narrative
Road to Arabia is a proposed four-year Swedish mobilisation programme that uses Expo 2030 Riyadh as a catalyst rather than a stand-alone event, so that Sweden arrives with established partnerships, relevant programming and a clear market position.
Business Sweden would lead it in close coordination with the Ministry for Foreign Affairs, the Embassy of Sweden in Riyadh, other Team Sweden actors, Swedish companies, universities and Saudi stakeholders from the private and public sector. Business Sweden Riyadh would provide the local market interface, programme management and continuity.
Road to Arabia · Proposed four-year programme
A phased programme from early 2027, each year building towards stronger participation and more concrete outcomes. Company engagement runs continuously throughout.
2027
2028
2029
2030
Expo 2030 Riyadh
1 Oct 2030 to 31 Mar 2031
Six months in which Sweden’s presence becomes the culmination of the work, not the start of it.
Post-Expo activation
From April 2031
A proposed continuation: follow up leads and partnerships, keep platform dialogues and delegations going, and turn Expo relationships into long-term business in Saudi Arabia.
Platform workshops, high-level roundtables, company briefings, delegations, strategic visits, academic and innovation exchanges, media and thought leadership, and selected showcases. The mix is reviewed every year against company demand, Saudi market developments, Expo milestones and available co-funding.
Road to Arabia · Seven proposed platforms
The concept note proposes flexible frameworks that link Swedish capabilities to Saudi Vision 2030 priorities, not sector programmes with fixed membership. Business Sweden curates each around concrete opportunities. A company can join more than one, and participating companies are expected to contribute to the financing of specific events, activities and delegations.
Brings Swedish and Saudi industrial stakeholders together on manufacturing, mining, advanced machinery, automation, productivity and sustainable industrial development. Positions Sweden as a long-term partner for competitive, sustainable industrial ecosystems.
What it aims for
Dialogue and commercial opportunities for Swedish firms active in these sectors.
Showcases Swedish expertise in energy systems, electrification, grid technologies, sustainable infrastructure, water solutions and engineering services, through strategic dialogues, technical exchanges and business engagement.
What it aims for
Collaboration with the Saudi stakeholders responsible for major national transformation projects.
A forum for dialogue and partnership between healthcare providers, policymakers, academia and industry. Highlights Swedish patient-centred care, digitalisation, medical innovation and life-science research.
What it aims for
Commercial collaboration and long-term knowledge exchange.
Connects Swedish capabilities in AI, cybersecurity, connectivity, digital infrastructure and smart industrial applications with Saudi ambitions for a knowledge-based economy, through practical collaboration and demonstrations.
What it aims for
Partnership and demonstration opportunities where trusted technology is in demand.
Brings together Swedish transport, commercial vehicles, logistics, supply-chain and mobility-system expertise, as Saudi Arabia aims to become a leading logistics hub linking Asia, Europe and Africa.
What it aims for
Access to decision-makers on major logistics and mobility projects, positioned as strategic partners.
Collaboration between Swedish and Saudi companies, institutions and entrepreneurs in gaming, music, design, entertainment and digital creativity. Also strengthens Sweden’s brand among younger audiences and future leaders.
What it aims for
Business opportunities and brand visibility.
Brings together universities, research centres, innovation agencies, industry and future talent for knowledge-sharing, joint research, innovation partnerships and skills development, so the Expo creates lasting value.
What it aims for
Academic and innovation partnerships that reach beyond the Expo.
platform 1 of 7
Every platform supports
Business Sweden’s pre-study recommends that Swedish and Nordic preparations start in the first part of 2027. Most responding Swedish companies in the Kingdom see Brand Sweden as beneficial for business.
Business Climate Survey for Swedish Companies in Saudi Arabia 2026, Team Sweden in Saudi Arabia. The first three figures are from 31 responding companies; the fourth is from the same survey.
The concept note proposes a start in the first part of 2027, with an initial phase that confirms governance, opens the company dialogue and sets the platform priorities.
Participating companies would be consulted regularly and help shape Sweden’s presence and activities throughout the programme.
Four indicative levels: Strategic Partner, Core Partner, Growth Partner and Activation Pass.
See the partnership packagesA company can take part in one or several platforms. Companies are expected to contribute to the financing of the events, activities and delegations they join; the level depends on scope and value.
Choose a partnership package and the platforms that matter to your company. Register a non-binding expression of intent.
