Can Dubai’s luxe image survive the war with Iran? | BBC News

Overview

Dubai’s image as a “safe luxury” destination has been severely damaged since the US–Israel war on Iran began in late February. Iran has directly targeted the UAE more frequently than any other country in the region.

A BBC Global Story analysis examines how this shift has affected:

• Residents’ day-to-day life
• Government messaging
• Dubai’s global brand and economy, particularly tourism

1) How the “brand Dubai” perception broke

• Before the conflict, Dubai was widely marketed internationally as a secure “resort oasis,” built around luxury hotels, malls, beaches, and gleaming towers—reinforced by tourism and lifestyle influencers.
• Samir Hashmi argues that influencer portrayals capture only a small slice of Dubai’s population and daily life, but were still influential in shaping global expectations.
• The first major shock came from images and social media videos showing high-profile areas (including a luxury hotel on the Palm) and key infrastructure (such as the airport and port) under attack.
• These visuals were especially disorienting because Dubai had not previously been attacked, even during regional wars such as the 1990–91 Gulf War.

2) Scale and daily reality of attacks in the early months

• Hashmi says that in the war’s first two months (late February through May, especially March–April), Iran fired over 2,800 drones and missiles toward the UAE.
• He estimates that more than 40% of projectiles fired in the wider region were directed at the UAE—substantially more than Israel—because:
  • The UAE is geographically close to Iran across the sea.
  • Drones can be launched more quickly there than to Israel.
• While official claims state that more than 90% were intercepted, disruptions still occurred:
  • Residents received frequent phone alerts as intercepts and attacks were taking place.
  • People initially changed routines (for example, moving away from glass-heavy windows), but later adjusted to the alerts due to their frequency.
  • Some incidents were visible online; Hashmi highlights reports/videos suggesting attacks on Dubai’s airport and port, with official confirmation varying by incident.

3) Government approach to information and social media

• Early on, the UAE government urged people not to post or circulate attack-related videos, warning that such content could:
  • Compromise security
  • Fuel panic
  • Spread misinformation, including AI-generated material
• Hashmi describes a legal and political environment across the region marked by strict media and perception management, linked to autocratic governance and control over local messaging.
• Legal pressure reportedly included:
  • Detentions and arrests
  • An official total cited at roughly 375 detained for various violations (not all specifically for videos)
  • One organization’s claim of a higher number of detained British nationals
• Hashmi also points to limits on journalistic verification:
  • Courts and police do not publicly release detailed case outcomes.
  • He understands that some detainees were released or cases dropped, sometimes influenced by embassies.

4) “Welcome to Dubai—are you not scared?” controversy

• After the crackdown, videos circulated that appeared to encourage calm and loyalty to Dubai (for example: “Are you not scared? No, because I know who protects us”).
• Hashmi reports mixed explanations:
  • Government sources say no official sponsored campaign was sanctioned.
  • He found no evidence that influencers were paid, though he notes that some influencers aligned with the government may have amplified pro-state messaging.
  • Other influencers said they posted from personal solidarity with the city or because they were following what was trending for engagement and follower growth.
• Overall, Hashmi frames the phenomenon as ambiguous—possibly organic, but potentially shaped by broader political incentives.

5) Tourism and economic impact

• Hashmi says tourism has been “battered completely.”
• The sharpest decline came during peak season (Nov–Apr), when the war began (from late February onward), alongside flight cancellations and travel advisories.
• Reported impacts include:
  • Air passenger traffic down about 30% in the first half of the year (Jan–Jun) compared with the same period the previous year
  • Western airlines operating below normal levels, with multiple governments issuing travel warnings
  • Hotel occupancy reportedly falling to roughly 20–25%, with layoffs in tourism-linked industries
• Even with a “fragile ceasefire,” uncertainty remains—Iranian attacks are said to have continued at times against the wider region, sustaining risk perceptions.

6) Does Dubai still have long-term stability?

• Hashmi concludes that “brand Dubai” has cracked, at least in the short term.
• However, he argues Dubai’s longer-term appeal persists, especially for large South Asian and Asian communities that depend on Dubai for employment and remittances.
• Dubai remains portrayed as the region’s primary business hub (despite rivals such as Riyadh), with no immediate replacement.
• The key unknown, he says, is how long the war lasts—because rebuilding confidence and perceptions depends heavily on that timeline.

Presenters or Contributors

• Asma Khaled (BBC News)
• Samir Hashmi (independent journalist based in Dubai; formerly BBC Middle East correspondent)