Dubai is currently witnessing an increase in relocation of social media stars to the city, predominantly from US, Asia and Europe
Dubai has become a hub for global influencers in recent years with an increase in the relocation of social media stars to the city, predominantly from the US, Asia and Europe. Industry experts attribute the rising interest to several factors including tax-free income, infrastructure and policies that contribute to growth, exposure and lifestyle benefits.
“Influencers are arriving faster than brunch reservations fill up on a Saturday. Every day, new digital personalities touch down at DXB with a dream, a camera, and a game plan,” Samet Özetçi, co-founder, Walther Kranz Agency said in an exclusive interview with Arabian Business.
The UAE is currently home to over 25,000 influencers with follower counts ranging from 1,000 to one million, according to a recent report.
“Over the past few years, there has been a noticeable increase in influencers relocating to Dubai,” said Anna Gixhari, Lead Influencers Marketing Manager at Starfish Agency.
“Social media creators from Europe, the US, Asia, and the Middle East see Dubai as a vibrant hub that supports professional growth while offering unparalleled luxury and infrastructure,” she explained.
Earlier this month, The Creators HQ launched in Dubai, an initiative that aims to attract over 10,000 influencers to the UAE in the next period.
“Launching a Creators HQ in the UAE is a major step that supports the nation’s objective of maximising the positive impact of content and its role in community development. Our main aim is for global content creators to gather in the UAE, renowned for its cultural diversity, where they will find support, and connect to funding and investors so they can innovate and expand their reach,” Mohammad Al Gergawi, Minister of Cabinet Affairs said at the time of the announcement.
Dubai’s influencer appeal
According to Özetçi, Dubai is part movie set, part business powerhouse, part luxury playground—the ultimate content dream.”
The influencer economy has emerged as a multi-million-dollar industry. According to estimates, the influencer marketing sector is expected to grow at a CAGR of 26.8 per cent from 2023 to 2030.
Several factors contribute to Dubai’s allure to influencers. Among them, the key factor is the UAE’s tax-free income policy, enabling social media personalities to maximise their earnings. Beyond financial benefits, the city offers luxury settings and state-of-the-art facilities, ideal for high-quality content creation.
“Dubai’s multicultural population ensures a broad and global reach for influencers’ content. Moreover, the UAE’s long-term visa initiative for creatives and entrepreneurs has been a game-changer, offering stability and encouraging influencers to view Dubai as a viable long-term base,” Gixhari explained.
The city also hosts numerous international events, expos, and networking opportunities, allowing influencers to connect with global brands and peers.
Özetçi attributes the rising rates of influencers in the city to several key factors, “beyond aesthetics”, Dubai provides:
- An infrastructure built for success.
- Zero income tax. A financial advantage influencers factor into long-term business plans.
- The Golden Visa revolution. A strong incentive to establish permanent roots.
- World-class events. A networking paradise where brands, entrepreneurs, and digital personalities collide.
- An ecosystem that rewards ambition. Creativity thrives when the city itself is designed for expansion and innovation.
Marketing trends have also evolved with brands prioritising influencer-driven campaigns over traditional advertising. Sectors such as hospitality, fashion, and e-commerce have particularly benefited from collaborations with influencers, who bring authenticity and direct engagement to their audiences.
“Influencers have reshaped entire industries. Traditional marketing plays second fiddle to digital-first storytelling. Luxury real estate? Sold through TikTok tours and Instagram Reels. Hospitality? Experiences go viral overnight, driving full-capacity bookings. Events? Influencers sit on panels, host discussions, and amplify brand messages worldwide,” Özetçi affirmed.
Overall, the influx of influencers has had an impact on Dubai’s economy, driving tourism, boosting real estate, and supporting local brands.
“As Daniel Priestley pointed out in a recent interview with Steven Bartlett, the world is shifting from institutional brands to personal brands. Consumers trust people over logos, and businesses that embrace this shift see exponential growth. The brands winning today are the ones that attach themselves to a face, a voice, and a personality—whether that’s a CEO, a founder, or an influencer-turned-ambassador,” Özetçi explained.
As the number of influencers in Dubai grows, so does the debate about whether this trend fosters healthy competition or oversaturates the market. “It’s a mix of both”.
“Influencers are now key players in shaping consumer behaviour,” Gixhari said. “But the effectiveness of these campaigns depends on choosing the right influencers with genuine reach and relevance to the target audience.”
Many companies use influencers to drive direct revenue growth through collaborations.
For instance, “High-end real estate developments see international interest soar after influencer-led content. Hotels witness fully booked seasons from viral campaigns.
Brands partner with digital creators to drive sales, awareness, and credibility across global audiences,” Özetçi said.
Looking ahead, the influencer culture in Dubai is expected to evolve toward more niche and specialised content. Brands are likely to seek deeper engagement, collaborating with micro and nano influencers who bring targeted authenticity. Additionally, influencer-led businesses are poised to grow, combining social media presence with entrepreneurial ventures.
To succeed in Dubai’s competitive landscape, experts recommend a few key strategies:
- Be authentic: Create genuine, relatable content that aligns with your values.
- Find your niche: Stand out by carving out a specific niche.
- Collaborate strategically: Partner with brands and influencers that complement your personal brand.
- Leverage Dubai’s appeal: Showcase the city’s unique luxury, innovation, and diversity.
- Engage consistently: Build meaningful connections with your audience through high-quality content.
Influencer marketing has “matured into a serious industry with tangible business outcomes.”
However, “with influencer comes responsibility,” Özetçi highlighted.
“Influencers today hold a position that once belonged to editors, journalists, and media magnates. In an era where information spreads at light speed, they act as curators of public perception, stewards of narratives, and even architects of societal trends. With that power comes an obligation—to be genuine, ethical, and conscious of the impact their words and content create,” he added.
“Dubai’s influencer landscape is a reflection of the city’s ambition, diversity, and innovation,” Gixhari concluded. “As the market continues to grow, success will hinge on staying authentic, adapting to trends, and building meaningful partnerships.”
To remain successful in a potentially saturated market Özetçi advises that the key to success for content creators is to understand that “trust is the real currency – more valuable than views, likes, or follower counts.”