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In this world, social media is everything,” Gamal says. Influencers are a necessary part of his advertising strategy, but they can often be more trouble than they’re worth – even for an outfit like Falcon, a subsidiary of a larger private aviation company owned by a member of the Abu Dhabi royal family. Every minute his helicopters stay on the tarmac costs the company money, yet it’s exactly this moment influencers want to prolong. Some pay just for this. “Sometimes, they don’t fly at all, they just shoot pictures instead,” he says.

When influencers want to shoot longer videos, a Dubai police officer will stand next to the camera operator, often combing through their memory card to check their footage presents a positive view of the city. Gamal mentions one Italian blogger who wanted to film himself on Falcon’s helipad in a Lamborghini, surrounded by women, handing out close to £1,000 in tips. “The security said it wasn’t allowed,” he says, leaning in and lowering his voice; the proposed footage would have been too gaudy and sexual. in A World Full of Princesses Be A Firefighter Shirt

Any influencer receiving payment for their work in the UAE must obtain a licence to operate. Abiding by the rules means either paying nearly £3,000 for an individual licence, or working with an influencer agency; those who don’t risk hefty fines. The Emirates’ National Media Council, which issues the licences, didn’t respond to questions about whether this applies to visitors. What counts as payment can be a grey area; foreign influencers receiving free stays at luxury hotels are unlikely to attract attention, as their presence is seen as beneficial to Dubai. Still, visitors must abide by extensive rules governing social media and online content, including not “offending national unity”, criticising the UAE’s politics or religion, or defaming another person.

Everything the eye lands on in Dubai was created for a purpose; nothing is natural or accidental, from the smooth skyscrapers to the purpose-built islands that function as gated communities. Dubai’s planners are now consciously building with the Instagram aesthetic in mind. One of the city’s attractions is “The Frame”, a 150m gold filigree hollow rectangle that, from the right angle, with the onlooker’s back to the working-class neighbourhood of Al Karama, frames the Burj Khalifa. Across the city, cafes and restaurants serve food created for online consumption: a cappuccino adorned with gold leaf, or a cocktail served on a platter that looks like a scene from Alice’s Adventures In Wonderland, complete with dry ice, fake grass and white chocolate butterflies.

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