A British social media influencer who recently moved to Dubai said her grocery bills are comparable to Aldi and that she has been offered free meals at high-end restaurants through influencer networks.
Rio Ellen, 30, from Oldham, Manchester, told followers on TikTok that she arrived in the United Arab Emirates five weeks ago to start a new job and has been sharing snapshots of her early experiences. She said she paid £150 for her flight and that her new employer covered the remainder, which she said typically costs just under £500.
Ellen said she shops at Nesto and Viva, supermarket chains in the UAE, and described prices as "honestly, the same price as Aldi," noting that some stores carry their own-branded products rather than international brands. She also said delivery services in the city were fast and that she could have items delivered in about 15 minutes.
On dining, Ellen said restaurant owners and event promoters use WhatsApp groups and apps to invite women and influencers to share social-media content in exchange for complimentary meals. "Nearly everything can be free for women through apps and WhatsApp groups," she said, adding that the arrangement has allowed her to eat at Michelin-starred establishments without paying.
Ellen also described her new living arrangements and lifestyle as more affordable than expected. She said her employer helped with initial moving costs, that apartments offered more space and value compared with Manchester or London city centres, and that healthy eating options were widely available. She said the summer heat was "not that bad," driving in the city "is not as scary as it seems," and that weekends were seldom dull.
Her account was published by the Daily Mail, which reported her posts and photos documenting meals and apartment life.
Ellen's optimistic assessment of life in Dubai contrasts with other Britons' accounts of the city. Natalie Goodall, 32, a self-employed golf professional who once worked in Dubai, told the Daily Mail she left after finding the work-life balance unsustainable and the pace exhausting. Goodall said long hours and a demanding schedule led her to return to the U.K. in 2019; she now lives in Dorset with a partner she met while in Dubai.
The Telegraph has reported significant migration from Britain to Dubai in recent years, estimating about 30,000 Britons emigrated in 2021, rising to 35,000 in 2022 and 40,000 in 2023. Media coverage and social-media posts show a range of experiences among expatriates, with some describing lower everyday costs and easy access to luxury venues through promotional networks, and others pointing to high living costs or challenging work conditions.
Journalists and analysts note that individual experiences of affordability can vary widely depending on job sector, employer benefits, lifestyle choices and the neighbourhood where someone lives. Company relocation packages and influencer arrangements can reduce upfront costs for some newcomers, while others who do not receive such support report higher living expenses.
Ellen's messages reflect one account of life in Dubai as shared on social platforms; the costs and conveniences she describes are presented as her experience. Media outlets have continued to cover both the appeal of the city for migrants and the concerns some former residents express about work demands and long-term affordability.