Dubai Press Club discussion challenges influencer 'paid promotion' claims

Dubai’s growing role as a global hub for influencers and content creators was discussed during a Dubai Press Club event on Wednesday that examined claims creators are being paid to promote life in the emirate.

The session, titled “The Dubai Paid Me Myth – Truth From the Inside”, focused on the international reaction to Dubai’s online image, particularly during global events such as the Covid pandemic, and the recent regional conflict.

Content creator and Summers Real Estate founder Antonio Lekic said part of the backlash stems from the fact that many people are unaccustomed to seeing large numbers of creators speak positively about a city or country.

"Dubai has built such an incredible place for people to live in that they proudly speak positively about it...it's so controversial to what people usually share about their government, their country, their city, because they're so unsatisfied with their own hometowns and countries and their own governments."

Lekic argued that Dubai’s popularity online reflects the experience many creators and residents have living in the city, rather than coordinated promotion campaigns.

The discussion also examined international media coverage during the recent regional tensions, with speakers claiming some portrayals of Dubai were particularly hostile and did not reflect conditions on the ground.

Entrepreneur and media strategist Matteo Pittaluga said creators in Dubai used social media to counter what they believed was misleading coverage.

"During interceptions, everything was still working. We could go to the beach, we could go to the clubs, bars were open. You could still deliver pizza and get it at your home in 15 minutes. But the reality that was portrayed outside, especially from international media, was completely different.

“They were taking images of other countries and mixing it up all together,” he said. “This is why we used our platform to share the truth. Nobody paid us to do that.”

Pittaluga said Dubai’s rise as a creator hub is being driven by opportunity, infrastructure, safety and its wider business environment, not by direct payments to influencers.

The discussion also explored how the creator economy has evolved into a major global industry, with social media personalities increasingly shaping how cities and countries are perceived internationally.

Speakers said authenticity, integrity and responsible content creation will become increasingly important as audiences continue demanding more transparent online content.