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With a budget of US$500 billion, NEOM promises to be the most innovative city in the world, but videos from influencers reveal deserted streets, industrial apartments and criticism that cast doubt on the future of the project.
The Neom project, with its promise of being a futuristic megacity, is at the center of a narrative of technological advances and controversy. But is the Saudi dream closer to a utopia or an industrial park? This question has been gaining prominence with the presence of digital influencers promoting their lives in a city still under construction.
What is Neom and why is there so much talk about it?
Neom is part of the Saudi Vision 2030 plan, an economic diversification project which 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. But, despite the promises, progress has been slower than expected.
The Line, which stretches for 170 km, aims to be a sustainable, car-free city powered by clean energy. However, the project has faced delays, criticism and rising costs, leaving many doubts about its viability.
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Influencers as Advertising – The New Strategy
Amid the hardships, the Saudi government has adopted a new strategy: bringing in social media influencers to showcase life in Neom. Jessica Herman, Sara Sarasid and Aida McPherson are among the content creators who have been sharing their daily lives in the city, highlighting positive aspects such as its modern facilities.
Despite the efforts, the videos reveal a much less glamorous reality. Industrial apartments, deserted streets and an atmosphere that is more reminiscent of an industrial park than a futuristic city take away from 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. After the backlash of the criticism, some accounts have been deactivated, raising suspicions about the authenticity of their experiences.
The videos have faced a barrage of criticism on social media, with comments describing Neom as “dark,” “a colony on Mars” and even “a low-security prison.” Such feedback suggests that the influencer strategy may not be achieving its goal of attracting new residents.
Project controversies and challenges
Internal disputes between executives, accusations of racism and even reports of deaths at the construction site undermine the credibility of the project. Cases such as that of an executive who downplayed the deaths of workers are examples of the chaos that permeates Neom.
With costs rising exponentially, the Saudi government is considering adjustments to the project. This raises questions about whether Neom will be able to achieve the ambitious goals of Saudi Vision 2030.
Can Neom deliver on his promises?
Time will tell whether Neom will become a utopia or just another megalomaniacal idea that never gets off the ground. For now, the project looks more like an industrial construction than a model for the future.
Neom is a reminder that big ideas need solid foundations. As the government struggles to balance criticism with progress, it remains to be seen whether this city of the future can conquer the world.
Neom it's a bold experiment, but faces challenges of credibility and execution. The digital influencer strategy may not be enough to divert the spotlight from criticism. For now, the project remains more of a distant dream than a tangible reality.
