The Real Housewives of Dubai, the latest instalment in the hit reality TV franchise, will help the UAE attract more tourists and creative professionals, according to branding experts. The franchise documents the lives of ultra-wealthy women in various cities around the world. The Dubai show, made by US network Bravo, is the first foray into the Middle East – although its first episode has sparked a backlash in the emirate.
“There will likely be an immediate positive impact on local fashion and lifestyle brands if the show follows similar lines as the productions in other cities, showing off local designers, great restaurants and leisure experiences,” said Graeme Erens, CEO and executive creative director of Dubai-based Genius Loci, a collective of leisure and destination brand designers.
“It’ll certainly convince undecided leisure tourists to visit, as episodes are always shot to show off the best and most wonderful things to do.” Erens added that the exposure of the Gulf Arab city to a wider audience will “positively add to Brand Dubai’s recognition globally” and likely convince the international TV production industry that the city is a “capable and diverse” place to shoot. “I wouldn’t be surprised if it fuels an interest in remote working professionals, designers, script writers, promoters and musicians looking for new accessible audiences and locations to move to Dubai,” he said.
In the UAE, however, the release of the first episode on June 1 prompted criticism from homemakers and influencers, who said it was not a true representation of Dubai housewives. Sara Al Madani, the only one of the six core cast members who is a UAE national, defended the show in a video posted on Instagram, stressing that it was “not here to represent the housewives of the UAE, or their lifestyles, or to represent the housewives of non-Emiratis living in the UAE”.
“I’m not representing my country. But I am from the UAE. I’m a by-product of the UAE and I’m proud that I’m from the UAE. I’m proud to be from this beautiful country that has taught a lot of people and a lot of countries around the world how to respect, be tolerant, be understanding and offer equality to everyone.” The Real Housewives tag that triggered some criticism was simply “a franchise name”, she said. “If you want to franchise McDonald’s in the UAE you cannot name it Lovely Burger.”
“This is a franchise of an international legacy – one of the biggest shows in the world, and for the first time they chose the UAE. When you have a franchise, you cannot change the name. The show is about entertainment, fun, bringing light to your home, and bringing joy.” Erens added: “From a brand perspective, Dubai is well known globally as a destination offering accessible luxury and glamorous lifestyles. Real Housewives is a famous franchise with good production values – whether you like the content or not, it’s polished and addictive.
This is a fantastic collaboration that will promote the city of Dubai as the setting of the story. “If the production quality and storytelling is upheld with this iteration it’ll show Dubai’s capability in the non-scripted TV arena and set the stage for others to follow suit.” The Middle East was also a talking point for entertainment industry figures at the Cannes film festival in May, especially after Saudi Arabia unveiled big-ticket incentives to lure Hollywood and Bollywood producers to the kingdom.
Real Housewives producer Andy Cohen said in a statement: “Everything’s bigger in Dubai, and I couldn’t be more excited to launch … in a city I’ve been fascinated by for years, with an outstanding group of friends as our guides.”
