Saudi Arabia is investing heavily in mega projects, including the controversial Trojena ski resort in the desert ahead of major global events like the 2034 World Cup and 2030 Expo. While the kingdom aims to position itself as a tourist and investment hub, concerns over human rights abuses and ecological impacts loom large. The Neom project, described as a futuristic city, faces significant challenges, including financial issues and allegations of worker exploitation. Nonetheless, officials remain optimistic about reshaping the national image and enhancing global visibility.

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