The UAE has emerged as the top destination for content creators in the MENA region, with 45% of surveyed influencers naming it their country of choice, according to the newly released InfluAnswer Arabia report by Weber Shandwick MENAT. The study, now in its second edition, highlights how content creators view the GCC region as a hub for transformation, particularly in tourism and entertainment. The UAE’s lead is followed by Saudi Arabia at 26% and Lebanon at 10%, reinforcing the Gulf’s position as a driving force in regional content and influencer ecosystems.
Why Creators Choose the UAE
Influencers across the region view the UAE as a global creative hotspot that offers continuous opportunities for content. Speaking to local news outlet Khaleej Times, Abu Dhabi-based influencer Jacquelyn May, who has over 93,000 Instagram followers, said the country’s appeal is deeply personal.“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 described the content scene in Dubai as a creative melting pot. “There’s beauty everywhere, and it’s incredibly photogenic. You meet people from all over the world and get to explore different aspects of content that appeal to a wide range of audiences.” Even during the summer, May noted the UAE remains content-friendly. “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.” She also highlighted the importance of authenticity. “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.”
Regional Momentum and Market Growth
The GCC region is not only attracting creators but also seeing exponential growth in the travel and tourism sectors. According to Danielle Curtis, Exhibition Director ME at Arabian Travel Market: “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.” The report also notes a trend toward long-form content. While short-form remains dominant, more creators are producing deeper, storytelling-focused content. Additionally, 60% of creators posted more frequently in the past year about social or personal causes, reflecting a shift toward values-driven content. May pointed out that many influencers who move from countries like the UK or Australia often tailor content to their home audiences. However, she has fully aligned her work with the GCC region: “My niche is very much focused on the GCC, especially Saudi Arabia and the UAE. My audience and identity as a MENA creator are deeply rooted in this region.”
Growing Role of AI and Evolving Creator Values
The report shows a sharp rise in positive sentiment toward AI tools among creators. In 2024, only 29% of MENA influencers had a positive view of AI. That number has now climbed to 49%, as creators increasingly adopt automation and analytics to support their work. Key findings on AI usage:
- 63% believe AI will deliver more advanced tools and metrics
- Creators are using AI to automate repetitive tasks and free up time for storytelling and creative focus
Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, said:“MENA’s influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes driving optimism centre around authenticity, community-building, and strategic diversification.” “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.”
