This research explores the adaptability and efficacy of the OECD eco-innovation framework in guiding sustainable urban development within emerging urban centres, mainly through Neom, Saudi Arabia. It seeks to elucidate the framework's potential in facilitating eco-innovation in urban planning, contributing to the broader discourse on sustainable urban development. Employing a qualitative research design, the study engages with a cohort of experts through structured interviews, complemented by a thematic analysis of these discussions. This approach allows for an in-depth exploration of the application and impact of the OECD eco-innovation framework on Neom’s urban planning and development strategies. The study also incorporates a systematic review of relevant documents to understand further the integration of eco-innovative practices in Neom's planning processes. The findings highlight the critical role of the OECD eco-innovation framework in driving eco-innovation within Neom’s urban development. Key insights include the importance of financial incentives, regulatory frameworks, market mechanisms, and knowledge exchange in fostering urban eco-innovation. Additionally, the research emphasises the need for multisectoral collaborations and data-driven strategies to effectively integrate eco-innovation into urban development, underscoring the transformative potential of Neom as a model for sustainable urban planning. This study contributes original insights into utilising the OECD eco-innovation framework in emerging urban developments, explicitly focusing on Neom, Saudi Arabia. It enriches the sustainable urban development literature by demonstrating the framework's adaptability and relevance, offering valuable implications for policymakers, urban planners, and researchers. The research underscores the necessity of tailoring international frameworks to local contexts, enhancing their practical applicability and impact in promoting sustainable urban ecosystems.