Expo 2030 in Riyadh, Saudi Arabia 

Saudi Arabia is a major focal point for international business, investment, and innovation. Expo 2030 Riyadh is expected to attract 42 million visitors and bring together 230 pavilions from 197 countries and 29 international organisations over six months.

The event sits at the intersection of many sectors where Finland has credible strengths, including: 

• Digitalisation
• Artificial intelligence
• Smart cities
• Sustainability
• Future technologies

For Finnish companies, this is not just a branding opportunity. It is a chance to be present where decisions, partnerships, and long-term market positions are being shaped. 

Finland holds a positive reputation in Saudi Arabia. The country is associated with quality, education, sustainability, and trustworthiness. That goodwill creates a strong foundation, but awareness alone is not enough. Finland is not sufficiently visible to convert reputation into business at scale.

In a market moving quickly through public investment and large-scale national projects, visibility is often a prerequisite for access. The cost of absence is real: If Finland is not actively present, opportunities may go to countries and companies already building relationships on the ground.

Expo 2030 Riyadh offers a rare combination of government-level visibility and commercial engagement on a single global platform. For companies looking at long-term international growth, Expo participation could support both market entry and strategic positioning.

Finland is currently evaluating the conditions for possible participation. A successful model would require strong collaboration between the public and private sectors, with committed engagement from Finnish companies. 

Business Finland is currently building an industry partnership model and opening discussions with key stakeholders. We aim to find a structure that creates clear value for the participating companies.

There is already initial interest from technology and construction companies, suggesting strong relevance in sectors aligned with Saudi development priorities.

Finland’s experience in Osaka shows how Expo participation can deliver diplomatic, commercial, and media value when executed well. Expo 2025 was a joint Nordic operation. 

Highlights from Expo 2025 Osaka include:

• Visits by the President of the Republic, the Prime Minister, and five other ministers
• Dozens of VIP delegations including heads of state and senior diplomats
• Engagement from major Japanese corporations such as Panasonic, Mitsubishi, Kawasaki, and Canon
• Strong earned visibility in Japanese media
• 1.7 million visitors in Nordic Pavilion
• Around 800 articles written about Finland in Japan

The results demonstrate that a well-designed project and pavilion can serve as both a business platform and a broader instrument of international influence.

Expo 2030 Riyadh could be a strategically significant platform for Finland and Finnish companies. It offers a way to build visibility in a market of growing geopolitical and commercial importance, connect Finnish strengths to major development priorities, and creates new pathways for partnership and growth.