Dubaï polit son image pour tenter de préserver sa réputation de ville sûre malgré la guerre
From mobilizing influencers to support the government narrative to prosecuting those sharing images of airstrikes, Dubai is working to preserve its image as a safe haven in the Middle East despite repeated attacks by Iran over the past two weeks.
For decades, the Gulf has been seen as an oasis of security amid the region's turmoil, with the United Arab Emirates boasting of being among the safest countries.
But this image was shattered by the roughly 1,800 missiles and drones, most of which were intercepted, fired by Iran in retaliation for the US-Israeli offensive launched on February 28. The Islamic Republic is targeting airports, military bases, energy facilities, and residential areas in the Gulf, where US bases are located.
In Dubai, black plumes of smoke have thus been added to the blue of the sea and glass towers of the "skyline".
And while the facade of the luxurious Burj Al Arab hotel was set on fire, and the airport - one of the busiest in the world - and the port of Jebel Ali were hit, the authorities are redoubling their efforts to contain any potential negative repercussions on the reputation of the emirate.
First, through music, with the song "Dubai is safe, and always will be," broadcast to the 5.8 million followers of Dubai's Instagram account. Or through images, with pictures of Emirati President Mohammed bin Zayed Al Nahyan strolling with his impressive entourage through the Dubai Mall.
Dubai-based influencers are also showing their support, such as Ebraheem Alsamadi. This Kuwaiti-American star of the reality TV show "Dubai Bling" stated in a video that he would remain in the Emirates, "the safest country in the world."
"This is where I have lived for 16 years and I am not going to leave in 16 seconds (...) I will remain loyal to this country, just as it has been loyal to me," he assures.
Conversely, some residents chose to leave, and tourists recounted their escape amidst the din of bombing to international media.
Security has long been an integral part of the city's identity.
"Those responsible for this strategy are currently considering how to adapt it in the face of this manifest insecurity, but for now, they are sticking to their old habits," says Ryan Bohl, a geopolitical analyst at the Rane Network.
The Emirates "also hope that the war will be brief enough that people do not associate the conflict with the country," he said, "and one of the best ways to achieve this is to minimize the impact of the conflict on the Emirates themselves."
Approximately 90% of the inhabitants are foreigners, an essential workforce to boost and diversify an economy based more on tourism, its air hub and services than on oil alone.
But on the famous Jumeirah Beach Residence beach, usually crowded during this high season, the rows of sunbeds remained empty on Friday, as did the restaurant terraces.
The property developer Emaar, which manages iconic shopping centers, has banned stores from closing or reducing opening hours, measures which, it said, "undermine public order, cause unnecessary concern and damage the reputation" of the Emirates, it stated in a note seen by AFP.
On Wednesday, international firms urged their employees to evacuate their offices in the international financial district. Iran threatened to strike "economic centers and banks" linked to the United States and Israel.
Text messages were also sent to residents, warning them of potential legal action for sharing sensitive images or disseminating "unreliable information." Dubai police also cautioned against "spreading rumors" and photographing sensitive sites.
In Qatar, authorities have arrested more than 300 people for publishing images and "misleading information as well as rumors".
According to Mr. Bohl, however, this strategy "will backfire on them with certain audiences, particularly Westerners and other citizens of democracies accustomed to freedom of expression."
"If major investors, particularly in infrastructure, technology, real estate, etc., no longer believe that their investments are safe, it would have a much more significant impact," he said, and it "would call into question the UAE's diversification plans."
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