Why is Neom called Neom?

Can you tell me, what's the origin of the name "Neom"? I'm intrigued by the choice and I'm wondering if there's a specific reason or meaning behind it. Is it related to a concept, a vision, or perhaps a personal story? Understanding the naming process and the meaning behind it can often give insight into the overall goals and aspirations of a project or initiative like Neom. So, what's the story behind the name "Neom"?