Holly Wainwright

And so what might happen, and there are some Australians doing this obviously, but it's a well-worn path now for sort of

Say you were on Love Island UK and you come out with a significant following.

It's an attractive offer to be like, why don't you go and base yourself out of Dubai for a year or two or, you know, six months of the year, escape the British winter, make content, don't pay any tax, bank some money, go home.

And is the main...

Well, a lot of it is to promote Dubai in itself.

They come, these visas, with the certain, see, not all, of course, but some certain sort of rules around you have to present the UAE in a positive light.

You can't criticise the government and that kind of thing.

But you might be doing private deals with brands out of there, or you might be doing tourism stuff.

And the tone of a lot of this content is, I get to live this amazing life in, and crucially, a safe place.

So for the British influencers, a very strong vibe of this is like, I can walk down the street wearing my $60,000 Rolex and no one's going to mug me for it.

Like,

Even while these missiles are falling now, there's a massive British content creator who lives there who's posting like, even with bombs falling, Dubai is still safer than walking in London after 9pm.

Like there's this, that's a vibe that happens, right?

Anyway, obviously what has happened, as we know, massive instability in the region, missiles are falling and flights are cancelled.

And now a certain number of influencers are obviously documenting that and attracting some criticism for doing it.

There's an Australian woman called Louise Starkey, for example, and she's getting some grief for posting from her apartment balcony.

You can see a missile falling and she's taken it down.

So that's why we're not going to play it for you.

She says, I'm scared.

I'm actually so scared.