Crown Prince Mohammed bin Salman's ambitious vision for a futuristic mega-metropolis, dubbed 'The Line' and a centerpiece of Saudi Arabia's Vision 2030 economic diversification plan, has reportedly stalled as of 2026. The project, part of the larger $500 billion Neom initiative, has been a focal point of controversy, raising concerns about its significant human cost and the country's broader human rights record.
First unveiled in 2021, 'The Line' was envisioned as a "civilisational revolution" – a mirrored, linear city stretching 106 miles, reaching half a kilometer in height but only 200 meters in width. Initial designs featured futuristic elements like a 45,000-seat football stadium, a hidden marina, robot servants, and air taxis. The Neom project also includes plans for a mountain resort, a luxury island, and a floating port, all aimed at reducing Saudi Arabia's reliance on oil revenue.
However, reports indicate that work on 'The Line' has completely halted. The Neom project and its associated developments are reportedly drenched in controversy. An ITV documentary from 2024 estimated that around 21,000 workers may have died since the launch of Vision 2030 in 2016. Human rights organizations point to a pattern of abuse across various employment sectors, including forced labor, wage theft, and inadequate protections against extreme heat. Workers have reportedly died from falls, electrocution, and other construction-related accidents, with investigations into these deaths remaining scarce.
Displacement and Human Rights Abuses
The development of 'The Line' has led to the displacement of the indigenous Huwaitat people from their ancestral lands in the Tabuk Province. Reports from 2024 indicated that Saudi authorities were instructed to clear Huwaitat homes, schools, and hospitals. The United Nations has previously expressed alarm over death penalties issued against three Huwaitat men who protested forced evictions. Another individual, Abdul Rahim al-Huwaiti, was killed by security forces after refusing to leave his home, with authorities labeling him a "wanted terrorist."
Human Rights Watch researcher Joey Shea noted that while Saudi Arabia has gained geopolitical and economic prominence, past violations, particularly concerning migrant workers and marginalized communities, remain a dire reality. The organization has documented numerous worker deaths that have gone uninvestigated, often amid pressure to meet construction deadlines.
Rebranding Through Tourism and Sport
Concurrently, Saudi Arabia has significantly ramped up its efforts to attract tourists, setting a target of 150 million annual visitors by 2030. The country launched an eVisa program in 2019 and has seen an increase in international flights. Digital and billboard campaigns aim to portray Saudi Arabia as "authentic, positive and welcoming," seeking to overshadow its history of human rights abuses.
The assassination of Washington Post columnist Jamal Khashoggi in 2018 at the Saudi consulate in Istanbul, a case that drew global condemnation, has faded from the forefront of international attention, according to Shea. The country has also heavily invested in high-profile entertainment and sporting events as part of a deliberate strategy to improve its image. This includes hosting the 2034 FIFA World Cup and past partnerships with FIFA, which have drawn criticism for "sportswashing" – using sports for reputational gain. A report by industry voices called Saudi Arabia the "world's largest polluter" and criticized FIFA's commercial deals with state-owned oil company Aramco.
Global brands, including luxury hotel chains and culinary academies, have established presences in Saudi Arabia, and numerous celebrities have made high-profile visits. However, critics argue that public figures associating with the Saudi government have a responsibility to speak out about the country's human rights abuses.
Social and Legal Restrictions
Despite some introduced freedoms, such as lifting the driving ban for women and allowing women over 21 to travel abroad without a male guardian, significant restrictions remain. LGBTQ+ rights are non-existent, with same-sex relationships criminalized and the death penalty a possible punishment. Conservatism also extends to drug offenses, with numerous executions reported.
Women's rights activist Manahel al-Otaibi remains imprisoned on charges related to her online views and clothing, with her initial terrorism-related sentence later reduced. In a separate incident, Amnesty International and Saudi human rights groups condemned the arrests of nine tourists between 2022 and 2025 for social media posts. One British national, Ahmed al-Doush, faced a lengthy sentence for social media activity, which was later shortened. Amnesty International stated that arresting and sentencing visitors for exercising freedom of expression contradicts Saudi Arabia's efforts to position itself as an international tourism destination.