Saudi Arabia has long been known for its key role in the oil industry, pumping out on average some 11 million barrels per day. The industry has attracted workers from overseas, including many from the United Kingdom.
The Saudi Kingdom is a big hit with expats, with some estimates suggesting around 30,000 British nationals work in the country in a variety of jobs. Now, a new generation of British workers is making their way out to the Middle Eastern country in search of fame and fortune. A group of British influencers have found a new home in Saudi Arabia’s ambitious, futuristic city NEOM, which is steadily rising from the desert.
The urban area is being constructed in Tabuk province and is estimated to cost a cool US$500 billion, or around £369 billion at today’s exchange rate.
The centrepiece of Crown Prince Mohammed bin Salman’s ambitious Vision 2030 plan, NEOM is billed as a revolutionary “eco-city” promising a sustainable, tech-driven utopia.
Hundreds of British families have moved into temporary residential zones within the complex.
These residential zones have been built for foreigners working to help the Crown Prince realise his futuristic plans.
Among them is a mother-of-two from the UK, who is fast becoming a digital ambassador for NEOM life.
Almost two years ago, Samantha Abbott upped sticks and headed out to the Saudi Kingdom in search for a new life.
Now she regularly posts snapshots of life in NEOM to her social media accounts.
She describes her time there as”‘incredible,” regularly showing off trips to new restaurants, coffee stops at Dunkin Donuts, and children’s play areas.
“I can’t believe I am saying this,” she confides in one video, “but it has been nearly 2 years since I packed up my life in the UK and I got on an aeroplane with my then five-week-old baby to move to somewhere that I had never ever been before.
“It was absolutely madness if you ask me but honestly it was the best decision I have ever made in my life and it still is.”
Another Brit enjoying community life in the workers’ conclave is Samantha Barker – also a mum of two.
She often enthuses about how “great” and “amazing” life is in the desert haven, frequently praising the community’s swimming pools, spa facilities, playgrounds, football pitches, and even Starbucks.
Their posts depict a utopian lifestyle – one of safe playgrounds, virtually no traffic, and communal coffee mornings for stay-at-home mums.