By Steve Laidlaw
Dubai has long been known for its skyscrapers, supercars and sky-high ambitions. But in recent years, another export has quietly taken centre stage: influence.
As Steve Laidlaw — a founder working across digital PR, brand building and reputation strategy — I’ve watched first-hand how Dubai has evolved into a global epicentre for content creators, influencers and digital tastemakers. And it’s not just about glamor and filters. It’s about commercial reach, cultural nuance, and global relevance.
Influencers in Dubai operate at a different pace and playbook. They’re not just promoting products — they’re shaping narratives that blend East and West, tradition and innovation. Whether it’s fashion, fintech or fitness, Dubai-based creators are building global audiences while staying rooted in local identity. That’s a hard balance to strike — and it’s exactly what makes them valuable.
From a brand strategy perspective, here’s what sets Dubai’s influencer economy apart:
- It’s cross-border by default
Dubai creators speak to audiences in London, Riyadh, Mumbai and New York all at once. They’re not limited by local markets — they’re designed for scale. That makes them an ideal testing ground for globally-minded brands. - High trust, high value
The influencer ecosystem in Dubai is maturing fast. Audiences here aren’t just chasing aesthetics — they want depth. The most successful creators are those who mix aspirational content with consistent, value-driven messaging. - Regulation is raising the bar
The UAE’s National Media Council introduced licensing for influencers, creating greater transparency and professionalism in the industry. This has helped shift the focus from pure reach to long-term brand alignment.
For entrepreneurs, founders and marketers — the takeaway is clear. If you’re not watching what’s happening in Dubai’s creator economy, you’re missing the future of digital influence.
And if you’re a founder or content-driven brand looking to elevate your visibility and voice, now is the time to align with strategy that performs. That’s exactly why I, Steve Laidlaw, launched my mentoring programme for entrepreneurs — to help business leaders grow reputational equity, tell better stories, and structure visibility that lasts.
You can learn more or apply at https://www.stevelaidlaw.com/mentoring.
It’s not just a trend. It’s a strategy. And it’s only just beginning.