A £400 billion mega-city in the sands of Saudi Arabia is becoming an unexpected home for hundreds of British families. NEOM, a futuristic flagship of Crown Prince Mohammed bin Salman’s Vision 2030 reform programme, is attracting expats with the promise of modern amenities, career opportunities, and a tightly knit lifestyle in the middle of the desert.
Situated in the remote northwest of the country near the Red Sea, NEOM is billed as a revolutionary “eco-city” powered by clean energy and artificial intelligence. But beyond the blueprints and renderings, everyday comforts such as cafes, football pitches, and family-friendly compounds, are winning over Brits who’ve left behind life in the UK.
Among them is Samantha Barker, a mother-of-two whose TikTok videos offer a curated glimpse into life inside the residential compounds built to house NEOM’s international workforce.
She shares a routine of school runs, gym sessions, salon visits, and coffee outings, all set against the backdrop of the sun-scorched Saudi terrain.
“It’s amazing,” she told Daily Mail, praising the amenities that include swimming pools, spa facilities, playgrounds, and a fully functional Starbucks.
Other British expats echo her enthusiasm. Samara Abbott, who moved to NEOM with a five-week-old baby, calls the experience “incredible,” while fellow resident Aida McPherson showcases mall trips, food halls, and community events in daily vlogs.
However, behind the polished online portrayal lies a more troubling picture. Human rights groups have raised concerns about conditions for migrant workers constructing the mega-city.
Reports describe overcrowded, unsanitary accommodations and a lack of proper safety standards. A Wall Street Journal investigation cited incidents of gang violence, suicide, and neglect.
Worse still are allegations of forced displacement of the indigenous Huwaitat tribe to clear land for NEOM.
Despite mounting criticism, NEOM’s construction powers ahead.
Developers have secured over £4.4 billion in housing contracts, with plans to house more than 100,000 residents. The Line, a planned 170km linear city with no cars or roads, remains NEOM’s most high-profile promise, expected to eventually house up to 9 million people.
“We cannot ignore the livability and environmental crises facing our world’s cities,” said Crown Prince Mohammed bin Salman. “NEOM is at the forefront of delivering new and imaginative solutions.”
For now, British families continue to settle in, documenting their lives in a compound that feels more Surrey than Saudi, a vision of community comfort built in the shadow of a still-unfolding global experiment.