Iranian missile and drone attacks on Dubai on Saturday have forced foreign influencers in the city to confront a stark reality they had long avoided — the geopolitical tensions shaping the Middle East. The strikes, part of a broader retaliation against US-Israeli military actions, sent shockwaves through the city’s expatriate community, many of whom had relocated to the UAE for the promise of luxury and stability.

Impact on Influencers and Perception of Safety

Dubai, long a magnet for influencers, entrepreneurs, and wealthy expatriates, found itself at the center of an unexpected crisis. British content creator Will Bailey was among those who documented the chaos, filming the trails of smoke left by missiles and interceptor rockets in the city’s skyline. ‘That was metres away from us,’ he said in a video filmed near the Fairmont hotel, which was hit by a strike on Saturday.

Other influencers were less composed. France’s Maeva Ghennam, who rose to fame through reality television, was captured in a video waving her passport and screaming, ‘France, protect us!’ as she described the moment of the strike. ‘I screamed hysterically,’ she said, capturing the fear that gripped many in the city.

Meanwhile, Israeli wellness influencer Hofit Golan repeatedly exclaimed ‘OMG!’ in a video showing a building near her apartment in flames. These incidents have sparked criticism of the ‘bling-bling world’ of influencers, many of whom had distanced themselves from the geopolitical realities of the Middle East.

Geopolitical Context and Reactions

The strikes are part of Iran’s retaliation for a massive wave of US-Israeli attacks that began earlier in the week. The UAE, while not formally aligned with either side, has long maintained a delicate balance in its foreign policy, often positioning itself as a neutral hub for international business and tourism.

Journalist Emma Ferey, whose 2024 novel ‘Emirage’ chronicles Dubai’s influencer scene, described the attacks as a ‘back-to-reality’ moment for influencers who had settled in the city. ‘The bubble is starting to burst,’ she said, referring to the disconnect between the glamorous lifestyle of influencers and the geopolitical tensions that now threaten their safety.

Ferey noted that in this ‘under-informed world… everything seems easy.’ Now, ‘the bubble is starting to burst,’ she said, as the city’s residents are forced to confront the harsh realities of living in a volatile region.

On Sunday, the French embassy in the UAE reiterated to its nationals in the country that it was not possible to leave because Emirati airspace remained closed until further notice. It urged French citizens there to ‘strictly follow the safety instructions: stay at home (and) keep away from windows, doors and open areas.’

Challenges for Content Creators

Dubai has become a hub for influencers, entrepreneurs, and millionaires, drawn by its business-friendly policies and tax-free income. The city, home to nearly four million inhabitants — 90 percent of whom are foreigners — also hosts one of the busiest airports in the world.

Officials reported that four staff members were injured and a concourse damaged during ‘an incident’ on Saturday. In a video posted on a beach full of sunbathers, real estate consultant Deepti Mallik struck a reassuring tone, telling viewers that ‘there is nothing to be scared of.’ ‘I feel this country takes the security of its residents and tourists very seriously,’ she said.

Despite the reassurances, influencers like Benjamin Samat, a French content creator living in Dubai, took to Instagram to lash out at ‘those who on social media are rejoicing that the French are going through this.’ Samat added that he wouldn’t want ‘anyone to be woken up by missiles exploding in the sky in the middle of the night.’

Ferey said ‘You can sense anxiety among influencers… even though they know perfectly well that talking politics — or worse, geopolitics — means risking losing followers or being hit by a wave of harassment.’ Content creators are ‘contractually bound’ to brands, which obliges them to keep posting no matter what, according to the journalist.

‘Even if it’s just for shampoo, the video has to go out,’ she said. ‘It’s this disconnect that can come across as indecent in the eyes of the public — to keep making money while the world is burning.’

The incident has raised questions about the sustainability of Dubai’s influencer culture in the face of geopolitical instability. With the situation in the region still evolving, the future of the city’s expatriate community remains uncertain.