For years, Dubai has been the ultimate magnet for Brits chasing sunshine, tax-free salaries, and a glamorous lifestyle.
From flashy cars to luxury apartments, it promised a life far removed from the dreary daily grind back in the UK.
But lately, some of those who made the move are discovering that living in the glittering city on the Persian Gulf isn’t all gold.
Rising costs, competitive jobs, and social pressures are causing a growing number of British expats to reconsider their stay—and in some cases, pack their bags for home.
When High Costs Meet Reality
Dubai’s allure is undeniable: year-round sunshine, a fast-paced lifestyle, and opportunities to earn big.
But according to Ross Irvine, financial director of William Russell, the city’s sparkle is starting to fade for some.
“Dubai has long been the jewel in the crown for British expats,” he told the Daily Mail. “But the cost of living has skyrocketed.
Housing rents are record-high, schooling and healthcare are more expensive, and everyday expenses—groceries, leisure, dining—are far steeper than they once were.
At the same time, the job market is more competitive as Dubai attracts talent from all over the world.”
Leaving Even After Making Millions
Take Charlie Morgan, for instance. Attracted by Dubai’s lucrative, supposedly tax-free earnings, he moved there in 2023, making £30 million along the way.
But after two years, he’s left, citing the city’s revolving-door culture and unclear tax rules as key reasons.
“The issue with Dubai is everyone plans to leave.
People come and go constantly,” he explained in a video on his YouTube channel, praising the city for promoting a healthy lifestyle but admitting the cons now outweigh the perks.
Everyday Expats Feeling the Pinch
It’s not just millionaires feeling the squeeze. TikTok user ‘thesojournerstravel’ shared that she and her family had to leave because the cost of living simply became unmanageable.
“It wasn’t about a low salary,” she explained.
“It was that costs were rising faster than we could invest or save, making life here unsustainable.”
Similarly, Aidan Doyle, a Brit who moved three years ago, described the pressure to keep up with wealthier neighbors.
“You get a little sniff of money, and suddenly you’re spending £1,000 a day at a beach club,” he told The Times.
The Reality Behind the Glitz
For younger expats like Elbi Henshaw, 23, the reality of Dubai’s high life is even more intense.
Moving from north London in January, she expected a better lifestyle but found herself working six days a week just to keep up.
“With a pot of yoghurt costing £12 and nearly everything else exorbitant, I had to pick up extra shifts,” she said.
While she enjoys working in a gym with high-end clients, she misses simple British pleasures like pubs and local culture.
Social Media vs. Reality
Social media paints a glossy picture of Dubai: influencers in Lamborghinis, VIP access everywhere.
But as TikTok creator Marium, aka ‘yahesaaccounting’, warns, reality is different.
“Dubai is not what it looks like online,” she says. “Make sure you have a legitimate job offer before moving.
Jobs are not paying what they used to, and the competition is fierce.
Don’t be surprised if life here isn’t as glamorous as Instagram makes it seem.”
The Price of Living in Dubai
Recent data highlights just how expensive Dubai has become.
Mercer’s 2024 ranking places it as the 15th most expensive city globally, and the cost of housing jumped 21% in a year.
A comparison with London shows mixed results: a beer is twice as expensive in Dubai, cappuccinos cost more, and internet bills are significantly higher.
On the flip side, cigarettes and some clothing items are cheaper than in the UK.
But for most daily expenses, expats are paying a premium.
TikTok user Shannon Hynes breaks it down: “Gyms, clothes, toiletries—everything is more expensive here.
You just have to accept it if you want the lifestyle. And plan ahead where you can.”
Is Dubai Still Worth It?
While Dubai still dazzles with sunshine, safety, and opportunity, the reality for many expats is a costly, competitive, and sometimes stressful life.
For those chasing the dream, careful planning and realistic expectations have never been more crucial.
