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With a Budget of US$ 500 Billion, NEOM Promises to Be the Most Innovative City in the World, but Influencers’ Videos Reveal Deserted Streets, Industrial Apartments, and Criticism That Cast Doubt on the Project’s Future.
The Neom project, with its promises of being a futuristic megacity, is at the center of a narrative of technological advances and controversies. But is the Saudi dream closer to a utopia or an industrial park? This question has gained prominence with the presence of digital influencers promoting their lives in a city still under construction.
What Is Neom and Why Is It So Talked About?
Neom is part of the Saudi Vision 2030 plan, an economic diversification project that seeks to reduce dependence on oil. With a budget of US$ 500 billion, the proposal includes innovative constructions such as “The Line”, a linear and mirrored city that promises to change the concept of urbanism. However, despite the promises, progress has been slower than expected.
Spanning 170 km, The Line is intended to be a sustainable city, free of cars and powered by clean energy. However, the construction faces delays, criticism, and rising costs, leaving many doubts about its viability.
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Without a blueprint, without an engineer, and using scrap from the dump, a father spends 15 years building an 18-room castle for his daughter, featuring tram tracks, 13 fireplaces, and over 700 m², which may now be demolished.
Influencers as Advertising – The New Strategy
Amid the challenges, the Saudi government adopted a new strategy: bringing digital influencers to showcase life in Neom. Jessica Herman, Sara Sarasid, and Aida McPherson are among the content creators who display their routines in the city, highlighting positive aspects, such as modern facilities.
Despite the efforts, the videos reveal a reality that is far less glamorous. Industrial apartments, deserted streets, and an atmosphere that resembles an industrial park more than a futuristic city distance the narrative of innovation that the project aims to promote.
The Reality of Living in Neom
It is unclear whether the influencers are legitimate residents or part of a government marketing campaign. Following the fallout from the criticism, some accounts were deactivated, raising suspicions about the authenticity of their experiences.
The videos face an onslaught of criticism on social media. Comments describe Neom as “gloomy”, “a Mars colony”, and even “a low-security prison”. This feedback suggests that the influencer strategy may not be achieving its goal of attracting new residents.
Controversies and Challenges of the Project
Internal conflicts among executives, accusations of racism, and even reports of deaths on the construction site undermine the project’s credibility. Cases like that of an executive who downplayed the death of workers are examples of the chaos surrounding Neom.
With costs rising exponentially, the Saudi government is considering adjustments to the project. This raises doubts about whether Neom will be able to achieve the ambitious goals of the Saudi Vision 2030.
Can Neom Fulfill Its Promises?
Time will tell if Neom will become a utopia or just another megalomaniacal idea that never gets off the ground. For now, the project seems more like an industrial construction than a model for the future.
Neom is a reminder that grand ideas need solid foundations. As the government struggles to balance criticism and progress, it remains to be seen if this city of the future will be able to conquer the world.
Neom is an audacious experiment, but faces challenges of credibility and execution. The strategy of digital influencers may not be enough to divert attention from the criticisms. For now, the project remains more like a distant dream than a tangible reality.
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