The Global Story: Can Dubai’s luxe image survive the war with Iran?

Over 2,800 projectiles were shot at the UAE in the first two months, with more than 40% of regional attacks targeting the UAE, more than Israel. More than 90% of projectiles were intercepted, but civilian infrastructure including Dubai and Abu Dhabi airports and the Dubai Port were hit.

Dubai was considered a safe oasis and hub for tourism and luxury, an image partly true but projected heavily by influencers representing less than one percent of the population. Dubai has never been under attack, even during the 1991 Gulf War, making the recent strikes glaring and shocking.

The government threatened imprisonment or heavy fines for posting videos, detaining about 375 people across the country, a sizeable number for social media violations. The UAE and similar Gulf countries are autocracies ruled by royal families that maintain absolute control over media and public perception. Many detained individuals were let go after embassies intervened and cases were dropped, though courts and police do not release public data on prosecutions.

Government sources denied sanctioning the campaign, and no influencer admitted to being paid, though a government nudge to aligned influencers is possible. Influencers posted the videos for varied reasons: long-term residents showing solidarity, newer creators chasing trends, or recent arrivals signaling loyalty to the government.

Passenger traffic dropped 30% in the first half of the year, hotel occupancy is down to 20-25%, and layoffs have occurred in tourism-linked industries. Western carriers like British Airways are still not flying, and travel advisories from Western governments continue to deter tourists.

Brand Dubai has cracked, but people still believe in long-term stability as they expect the war to end and the image to be repaired. Dubai remains the undisputed regional business hub and highly attractive to South Asian and Asian workers for remittances and opportunities, with no viable replacement.