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By Jennifer Wignall
Senior Editor, Print and Digital
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As two drones fell in the vicinity of Dubai’s international airport mid-March—injuring four people—some of the city’s biggest social media influencers were busy posting beach selfies and breezy café scenes. With tourism in freefall two weeks into a U.S.–Israel war with Iran, and reports of visitors being arrested for recording military activity, influencers appeared to play a central role in a high-stakes effort to project calm and reassure the world that life in the region goes on.
While there is no confirmed evidence of a formal directive from Gulf authorities, the alignment between official messaging and influencer content has fueled speculation that the campaign is at least informally encouraged. The question now is whether influencer-led branding can continue to attract tourists, investors and expatriates once the war ends. Newsweek reached out to the Dubai Department of Economy and Tourism for comment.
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Dubai’s carefully cultivated image as a safe haven faces an existential test. The emirate welcomed 19.59 million overnight visitors in 2025, generating an estimated $70 billion in economic activity. Tourism now accounts for 13 percent of UAE GDP. The war’s toll has been catastrophic. The World Travel & Tourism Council estimates the Middle East tourism industry is losing at least $600 million per day in visitor spending. Tourism Economics projected that a two-month conflict could cost the Middle East 38 million fewer visitors in 2026 and $56 billion in losses, with major hubs such as Dubai among the hardest hit. It noted, “GCC countries will see the largest losses in volume terms, as they are the largest destinations in the region which have previously relied on perceptions of safety and stability.”
The physical threat is real. As of March 16, UAE forces had intercepted 1,627 drones, 304 ballistic missiles and 15 cruise missiles.Drone debris damaged Dubai’s iconic Jumeirah Burj Al Arab hotel and the Fairmont Palm Jumeirah, while one person was killed at Abu Dhabi’s Zayed International Airport.
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The Viral Response
At first, social media feeds were filled with shaky smartphone footage of interceptions lighting up the night sky and influencers speaking about their fear. But within days, a remarkably uniform pattern emerged—one centered on calm, continuity and business-as-usual normalcy.
And a new trend went viral of users responding to the question: “You live in Dubai—aren’t you scared?” The synchronized reply: “No, because I know who protects us”—typically accompanied by images of UAE President Sheikh Mohamed bin Zayed Al Nahyan and Dubai Crown Prince Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.
Khalid Al Ameri, one of the UAE’s most prominent content creators with 5.5 million TikTok followers, amplified the message by posting footage of UAE leaders casually strolling through shopping malls during the crisis. “If that doesn’t tell you every single thing you need to know about the situation in the UAE and how safe we are, then I don’t know what will,” he stated, while criticizing “clickbait articles and spreading fear” from international media. His post received almost 200,000 likes and over 12,000 comments.
British lifestyle blogger Jade Marrey didn’t get the same positive response. “Everyone is panicking about Dubai…I’m currently sitting at Dubai Creek, kids running around with families, people enjoying coffee in the sunshine or strolling along the water. No drama or fear,” she wrote. Critics called her message “tone-deaf” and accused creators of “normalizing war.”
“Missiles and drones are passing you in the air…you are normalizing war,” one commenter wrote under Marrey’s post. News outlets reported Dubai influencers facing accusations of generating propaganda.
UAE Attorney General Dr. Hamad Saif Al Shamsi issued warnings against “photographing, publishing, or circulating photos and video clips documenting incident sites,” cautioning such material could “incite panic.” Days later, it was alleged 21 people of various nationalities had been arrested under cyber crime laws and could face a fine or up to two years in prison.
Dr. Zoe Hurley, associate professor at the American University of Sharjah and author of Social Media in the City of Likes: Dubai and the Postdigital Condition, told Newsweek over a video call that there’s no evidence of direct coordination between the government and influencers since the war broke out. “Speaking to the influencers that I know, nobody has received direct instructions. I think that the government is pretty busy intercepting missiles and drones rather than organizing a coordinated influencer campaign,” she said.
The uniformity likely reflects the UAE’s media framework. Influencers earning income must hold licenses, and permits are required for paid promotions. Violations can draw administrative fines, and some offenses—including disrespecting religious beliefs or insulting state symbols—can carry criminal penalties.
And a question mark is being put on the authenticity of some social media posts in the current climate. Perception of being genuine is essential, though. According to a 2019 Edelman Trust Barometer survey, 63 percent of consumers trust influencer statements over official company releases.
Marrey defended her position. “Nothing about sharing moments of normal life is intended to diminish the seriousness of the conflict,” she told Newsweek. “But there is also a parallel truth: Here in Dubai, people are still going to work, children are playing in parks and neighbors are greeting one another as usual. Watching events unfold from another country can create an image that feels all-consuming. Being physically present offers a different perspective, one where ordinary life continues alongside global uncertainty.”
Hurley, who spoke to Newsweek from Spain, where she has temporarily relocated amid the war, agreed. “Everyone’s looking through this social media lens,” she said, before asking, “Why is it that so much is being asked of influencers who are there to promote their content...They’re not trained diplomats, they’re unofficial spokespeople...Influencers have become one of the major stories.”
Hurley did note a significant rhetorical shift from UAE authorities. “In the UAE, for example…there’s always been a big difference between a citizen and a resident or a migrant, and I feel now maybe the tables will start to turn,” she said. “I’ve seen…posts coming from official channels saying that everybody’s part of the UAE family and that everyone living in the UAE is kind of an honorary Emirati. That’s new…There’s this sense that the Emiratis want to convey a sense of belonging for residents...It’s changed from being guests to like extended family…The vocabulary is changing.”
Can Influencers Save Dubai?
The answer depends on conflict duration. If hostilities end within weeks, influencer messaging may help prevent panic and position Dubai for rapid recovery—the WTTC notes that security incidents often see recovery in as little as two months when governments and industry coordinate effectively. But if the war becomes protracted, no amount of curated content can offset $600 million in daily losses or the fundamental calculation that high-net-worth individuals and corporate investors make about physical safety. Elham Fakhro of Harvard Kennedy School told Newsweek: “Short-lived escalation can be absorbed, but prolonged instability is a harder story to manage with investors and markets.”
Cinzia Bianco, expert on the Persian Gulf at the European Council on Foreign Relations, captured the challenge: “This is Dubai’s ultimate nightmare as its very essence depended on being a safe oasis in a troubled region,” she told Newsweek.
What influencers can do is maintain activity, ensuring that when the conflict ends, audiences remember why they believed in the emirate. The irony is that Dubai’s greatest strength—its sanctuary image—becomes a vulnerability when no marketing strategy can intercept a drone.
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