In 2016, the Kingdom of Saudi Arabia announced a new strategic plan, ‘Vision 2030’, to diversify the economy and advance cultural advancement. The new vision emphasises the value of cultural heritage and museum developments within the Kingdom’s development goals. This paper discusses the concept of ‘Vision 2030’ and its impact on Saudi Arabian museums and the representation of Muslim heritage and identity. This paper will examine how ‘Vision 2030’ aims to transform Saudi Arabian museums by showcasing the nation’s Muslim cultural heritage and promoting the cultural tourism for Muslims worldwide. It will analyse how the principles of soft power and cultural diplomacy are embedded within ‘Vision 2030’ and what this means for the development of the cultural sector in KSA. In particular the paper will consider how museum experiences engage with Islamic history and Muslim identities. This paper contributes to understanding the evolving representation of Muslim heritage in a dynamic cultural landscape by examining the alignment of ‘Vision 2030’ with cultural development goals and its impact on Saudi Arabian museums.