Extravagant and extra, Dubai is the newly crowned influencer capital of the world. Drawn to its lavish lifestyle, iconic architecture and appealing tax benefits, content creators are making the move to Dubai to capitalise on lucrative partnerships with brands, particularly in the travel and fashion domains.
From its humble beginnings as a trading post at the intersection of Europe, Africa and Asia, Dubai has transformed into a global hub. Its world-class infrastructure, efficient logistics and supportive governmental regulations for trade and commerce has made this futuristic metropolis fertile ground for international brands and content creators looking to collaborate.
According to The State of Influencer Marketing in UAE 2023, 76.9% of brands have made influencer marketing a top priority and are shifting their budgets from TV, print and outdoor. Influencer marketing in the United Arab Emirates has emerged as a thriving force, with ad spending forecast to surpass an impressive US$61.89m in 2024 (Statista, 2024).
Which industries are banking on Dubai’s influencer elite?
As curators of content that generates a higher level of engagement than traditional channels, content creators are increasingly sought after by brands looking to extend their marketing reach in a cost-effective way. More and more, consumers act on the endorsements of their favourite personalities, making influencer marketing a powerful tool that can amplify awareness, shape trends and lead to sales.
Key sectors leveraging influencer marketing in Dubai:
- Prestigious fashion houses and emerging beauty brands collaborate with style icons to showcase the latest products. Dubai-based influencer Huda Kattan is a local success story, building billion dollar empire Huda Beauty using primarily Instagram to promote her products.
- Upscale hotels and tour operators establish partnerships with a multitude of international influencers to promote businesses and experiences. Dubai Tourism’s popular #LiveYourStory campaign used influencer marketing to position the city at the forefront of global tourism recovery after the pandemic.
- The vibrant culinary scene in Dubai presents endless opportunities for collabs with food and beverage brands. TikTok, the go-to search engine for Gen Z, is the most popular platform for sharing viral food trends and promoting Instagrammable eateries with the foodies in this demographic.
A passport to luxury
Dubai’s reputation as a playground for the elite adds an aspirational element to the content produced by creators based in the city. Influencers share privileged access to Dubai’s coveted lifestyle of glamorous parties, celebrity-studded events and private yachts, creating a sense of exclusivity and desirability.
The city’s status as an epicentre for high-end shopping, hotels and fine dining makes it an ideal setting for brands to partner with influential figures who can showcase exclusive products and experiences to a receptive global audience. Campaigns also capitalise on Dubai’s appeal as a luxury tourist destination to elevate other products and experiences.
Diverse demographics multiply reach
Dubai’s diverse population of 3.8 million people provides access to a multicultural consumer base. With over 200 nationalities living and working in the UAE, the cultural mosaic of the city offers a unique blend of interests and perspectives, while its geographical location provides content creators with access to a global following.
Influencers in Dubai can tap into a vast market of affluent expatriates and cater to specific niches. This international connectivity opens doors to innovative projects, diverse collaborations and partnerships with creators who embody the Dubai lifestyle and are engaging meaningfully with target demographics.
Dubai’s digital advantage
Known for attention-grabbing advertising campaigns that showcase the city’s architecture and lifestyle, Dubai has the advanced infrastructure that allows content creators to produce and share their work seamlessly. This cosmopolitan metropolis has a highly engaged community, with an impressive 99% internet penetration rate and 75% of UAE residents actively following social media influencers.
The evolution of advertising in Dubai from traditional to digital reflects the city’s rapid growth and its embrace of innovation. The future of marketing in Dubai will also involve greater integration of technology, with AI, VR, and AR set to revolutionise how brands interact with consumers.
The best things in life are tax-free
Dubai's tax-free status is an attractive incentive for expatriates as it allows them to retain more of their earnings. Setting up a sole proprietor in Dubai is fairly straightforward due to its highly efficient infrastructure and business-friendly policies, initiatives and incentives.
Across the UAE, a network of multidisciplinary free zones have been established, which have special economic regulations designed to attract international businesses and investors. Benefits include 100% foreign ownership and exemptions from income tax, corporate tax and customs duties, fostering a thriving ecosystem that contributes to Dubai’s economic growth and diversification.
The wow factor
From the magnetic metropolis to beautiful beaches and dramatic desert landscapes, the allure of Dubai elevates the aesthetic appeal of content for creators. The city’s skyline is dominated by architectural marvels that push the boundaries of technology, engineering and design, creating a captivating backdrop for visual storytelling and photoshoots.
Dubai’s enviable tropical climate offers the perfect conditions to capture stunning visuals and engage audiences with location-based content. The dynamic social scene, ambition and energy creates a dynamic environment for digital influencers who benefit from the influx of stimuli.
Get connected with creators in Dubai
Fuelled by its glamorous appeal, tax benefits and global reach, Dubai has become a hot destination for established content creators seeking a high-end lifestyle and the opportunity to expand their following. Loqui Media specialises in crafting bespoke media solutions to elevate your brand’s presence. Contact us to discuss how we can connect you with influencers who can boost your brand’s visibility in Dubai.
