UAE top country of choice for MENA content creators as GCC drives positive change

Khaleej Times

2 days ago

A growing number of influencers believe the Gulf is at the forefront of regional transformation — especially in the tourism and entertainment sectors. Among the standout nations, the UAE emerged as the top pick, with 45 per cent of surveyed creators pointing to its growing influence and innovation in this space. Saudi Arabia followed at 26 per cent, while Lebanon was chosen by 10 per cent of respondents.
That's according to the newly released InfluAnswer Arabia report by Weber Shandwick MENAT (Middle East, North Africa, and Turkey), where 77 per cent of MENA content creators say GCC countries are leading the way in driving positive change across these industries.
Now in its second edition, InfluAnswer Arabia captures the views of the region's influencer community, shedding light on how creators perceive shifts in the influencer marketing ecosystem and the broader role of countries in shaping industry trends.
New and continuous content opportunities in UAE
Speaking to Khaleej Times, social media influencer Jacquelyn May, who has 93.3K followers on Instagram, said, "I live in Abu Dhabi and truly love it. After spending nine years in the UAE, I can confidently say that both Dubai and the country as a whole are among the best places in the world to live. That's why working to promote the city and country I call home is something I'm genuinely passionate about."
She explained as a content creator, staying on top of trends is important — though it can be challenging at times. "What matters is staying true to your niche and personal style. My audience is largely based in Saudi Arabia and the UAE, so while I keep an eye on trends, I always ensure that my content reflects who I am and resonates with my community."
"One of the things I love most about being a creator here is how international the experience is. You meet people from all over the world and get to explore different aspects of content that appeal to a wide range of audiences. Dubai, in particular, feels like a creative melting pot — there's beauty everywhere, and it's incredibly photogenic.'
May emphasized there's always something happening here, even in the summer.
'Whether it's spending time at Aquaventure, relaxing on the beach, or going night swimming, the city constantly offers new opportunities for content creation. It's a stark contrast to my time in Canada, where eight months of snow often meant staying indoors with little to do."
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said, "Travel growth in the Middle East is incredibly strong, with annual growth averaging more than 7 per cent through 2030. Bold national visions, game-changing developments, and enhanced connectivity are some of the key factors driving this momentum.'
While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about.
'My niche is very much focused on the GCC, especially Saudi Arabia and the UAE. Many creators who move here from the UK or Australia tend to tailor their content to their home countries. But for me, my audience and identity as a MENA creator are deeply rooted in this region,' she added.
Positive about AI
Meanwhile, positive sentiment toward AI tools has surged, with influencers increasingly shifting from a neutral stance to hands-on implementation and broader experimentation. Almost half — 49 per cent — of creators in the MENA region now view AI positively, a significant rise from just 29 per cent last year. Digital creators believe the most notable impact of AI will be the emergence of more sophisticated tools and analytics -- cited by 63 per cent -- enabling them to automate repetitive tasks and dedicate more time to storytelling.
Ziad Hasbani, Regional CEO, Weber Shandwick MENAT, said, "MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators' value, and how to build partnerships that are authentic, impactful, effective, and built to last.'