Expat influencers are taking to TikTok to showcase life in Saudi Arabia, particularly the Neom megacity, portraying an idyllic existence filled with leisure, luxury, and modern conveniences. These influencers, often English-speaking mothers dressed in Western clothing, share glowing testimonials about their experiences, from shopping in sleek malls to enjoying pristine beaches. Aida McPherson, an Azerbaijani born in London, told her 60,000 followers that Saudi Arabia is the best place to raise children while filming her daughter in traditional Saudi attire. Similar endorsements have surfaced, presenting Neom as a futuristic paradise, despite reports of human rights violations and mistreatment of migrant workers involved in its construction.
Neom, a planned $500 billion high-tech city in northwestern Saudi Arabia, is expected to feature a ski resort, twin skyscrapers, and a 170-kilometer-long urban project called The Line. While initially projected to house a million residents by 2030, estimates have been revised down to 300,000. Despite skepticism over its feasibility, influencers continue to praise its amenities, such as high-end healthcare facilities and luxury resorts. One Thai influencer, Sarasarasid, posted videos of her daily life in Neom, including visits to playgrounds, coffee shops, and a nearly deserted cityscape. A video of her giving birth at a Neom hospital has garnered almost two million views. Like many influencers, she resides in a gated community for Neom employees and their families. None of these influencers agreed to interviews.
Critics argue that these social media posts are part of a larger PR strategy to reshape Saudi Arabia’s image for Western audiences, investors, and tourists. The government has heavily invested in influencer marketing to counter the kingdom’s reputation for human rights abuses. Lina al-Hathloul of ALQST, a human rights watchdog, claims the reality for Saudi citizens is starkly different from what influencers portray. Women, while allowed to drive and work, remain subject to the guardianship system, requiring male approval for many life decisions. Dissidents face harsh repression, and capital punishment remains widespread, with 338 executions recorded last year. Reports from international organizations document the mistreatment of foreign laborers, including forced labor on major projects like Neom.
Despite state-backed marketing efforts, Saudi Arabia’s leadership remains controversial due to past incidents such as the murder of journalist Jamal Khashoggi. The government continues to deny responsibility, attributing the act to rogue agents. While efforts to modernize the country and boost tourism are in full force, underlying concerns about human rights persist.
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