Since October 2022, it has been confirmed that Saudi Arabia will host the Asian Winter Games in 2029. Trojena, a futuristic project within the mega-city of NEOM, will serve as the venue, located in the desert region. The decision has raised eyebrows, as the country has no tradition of winter sports. This initiative is part of a broader strategy by the desert kingdom to position itself as a global sports hub and improve its international reputation.
The futuristic mega-project NEOM is at the heart of Saudi Arabia’s ambitious plans to establish itself as a global centre for technology, tourism, and sports. NEOM, covering 26,500 square kilometres in the northwest of the country and expected to cost around $500 billion, is envisioned as a smart city of the future. Within this city, Trojena (pronounced: Tro-JEE-na), a state-of-the-art winter sports resort, will offer year-round winter sports despite its desert location. The plans for Trojena include ski resorts, luxury hotels, holiday homes, and an artificial lagoon. According to the developers, it will become a hub for sporting activities, aiming to attract both international tourists and investors.
Trojena: A Ski Resort within NEOM’s Smart City
Trojena is not only designed as a sports centre but also as a showcase for Saudi Arabia’s commitment to ecological sustainability and technological innovation. The resort is expected to be completed by 2026 and will run entirely on renewable energy. This aligns with the goals of Vision 2030, which aims to position Saudi Arabia as a modern, forward-thinking country, attract tourists and investors, and reduce its dependence on oil. Despite the region’s climatic challenges, the resort will offer winter sports such as skiing, snowboarding, and figure skating, as well as year-round outdoor activities.
Sportswashing as a PR Strategy
The decision to host the 2029 Asian Winter Games is part of a larger strategy by the kingdom to improve its international image through prestigious sporting events. This “sportswashing“ is also evident in the high probability that the 2034 FIFA World Cup will be awarded to Saudi Arabia. The venues for the 2030 World Cup have been spread across three continents – Europe, Africa, and South America – leaving Saudi Arabia as the only viable option for 2034, as FIFA only accepted bids from nations in Asia and Oceania. In addition to the FIFA World Cup, the 2034 Asian Games, and the 2029 Asian Winter Games, Saudi Arabia is also planning to bid for the 2036 Summer Olympics. Current competitors for the host country include India, Qatar, Indonesia, and Turkey.
However, the extreme heat, especially during the summer months, presents a significant challenge. In July and August, temperatures in Saudi Arabia average between 40°C and 45°C, with peaks exceeding 50°C in some desert regions. As with the 2022 FIFA World Cup in Qatar, it may be necessary to move the Games to autumn to avoid the intense summer heat. In line with the Vision 2030 reforms and FIFA and IOC criteria, Saudi Arabia has had a women’s national football team since 2021.
Athletes and Greenpeace Not Happy
The 2029 Asian Winter Games in Saudi Arabia have sparked fierce criticism both in Germany and internationally. Former German ski racer Felix Neureuther harshly criticised the plans in an interview with the weekly newspaper Die Zeit, calling them “absolutely perverse, absurd, and completely untimely“. He believes that winter sports are threatened by such decisions, as the competitions will take place in a region without natural snow. Neureuther advocates for a rethink and warns that a “major disaster“ will be necessary before there is a realisation. He also considers a boycott of the event a “suitable stance“, although he does not wish to prescribe this to anyone.
The international environmental organisation Greenpeace has also expressed significant concerns regarding the environmental sustainability of the project. In an interview with Euronews, Ahmed El Droubi, regional campaign manager for Greenpeace, criticised the construction of the Trojena ski resort as “dangerous“ for the natural ecosystem. Altering the desert landscape could have far-reaching and unpredictable consequences for neighbouring ecosystems. Despite claims that Trojena will be powered by sustainable infrastructure and renewable energy, doubts remain about the project’s actual environmental sustainability.
Update: FIFA Confirms Saudi Arabia as 2034 World Cup Host
Since the article was first written, FIFA – as expected – has officially announced on 11 December 2024 that the 2034 FIFA World Cup will take place in Saudi Arabia.
This article was conducted as part of the university course in Sports Journalism at the University of Salzburg, Austria.
This text was translated from German to English with the support of AI.
Featured image photo by NEOM
