It’s not every day you get to travel with people who have millions of followers on social media. But recently, that’s what happened to me while on a work trip.
I’ll admit, as a journalist standing next to a content creator with more than nine million followers on Instagram, I may question if I chose the right profession. After all, who is really the one doing the influencing?
All jokes aside, despite being thrown into unknown territory, it was fascinating to see how content creators function and what goes on behind the scenes when it comes to making videos and clips that can go viral and get thousands upon thousands of views. And while I’m sure they’d have no problem with me naming them, I’ll keep their identities anonymous out of respect for their privacy.
Even though I am no closer to upping my follower count to any impressive numbers, here are four things I learnt from spending five days abroad with influencers.
1. You probably won't get anywhere on time
Perhaps this is where journalists and content creators differ most. I’m used to deadlines, so if I hear we need to be somewhere at a certain time, I’m there – often even making sure I arrive a little early. But in the influencer world, punctuality seemingly has a little more wiggle room, meaning a time deadline may end up being more of a suggestion than a rule.
Unfortunately, there were more than a couple of occasions where our group was held up because someone needed to record some last-minute content or someone else had to make sure their make-up was properly in place before we were finally ready to go. This soon caused 10.30am lobby call times to be brought forward to 10am meetings to eventually 9.30am, just to ensure we could still leave on time at 11am.
2. You can’t be afraid to look foolish (especially in public)
Some of the creators I travelled with built massive followings by leaning into comedy, so they’re no strangers to a little public spectacle. Whether it's busting out a dance routine in the middle of the street or delivering a comedy skit while on a boat, they’re pros at pushing through any potential embarrassment. Sitting nearby, I cannot say the same.
Sure, it might look a bit silly, but apparently, it can be serious business. After all, every overly exaggerated facial expression or perfectly timed dance move could mean thousands of extra views, so they’re all in. There’s something almost inspiring about how little they care what others think – even if it means turning heads or attracting a few curious looks.
3. You never know what’s worthy of being filmed
It’s difficult to tell when a moment might go viral, so if that’s the case, everything becomes “content-worthy". A passing comment, a random street scene or even someone’s food choice at lunch – it all becomes potential content – that word again! When travelling with influencers en masse, it isn't unusual to constantly see everyone in the group with their phones out, recording seemingly the most mundane moments. It made me question whether or not I needed to have mine out too, as if I was missing out on something.
By the end, I was tempted to start filming my own reactions, such as my stunned look at yet another take of the same sunset or my wide-eyed face when someone spent five minutes getting the perfect shot of a plate of food. After all, if they’ve taught me anything, it’s that even the smallest slice of life has the potential for internet fame. The line between "just dinner" and a “viral dish” is blurrier than I imagined.
4. There is an art to framing
One thing I noticed during the trip is that there is no such thing as a snap-and-go approach anymore. In fact, some of the content creators spent countless minutes making sure they were captured from the right perspective, and I don't just mean angles. There is an art to presenting life from a particular point of view, making even the most ordinary moment feel special for their followers.
I took it as a good reminder that a simple shift in perspective – whether it’s a camera angle or a change in mindset – can transform something familiar into something extraordinary. So, despite being annoyed that we got nowhere on time, I tried to leave the trip reframing my approach to storytelling, both on camera and in life.
The burning issue
The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
Read part four: an affection for classic cars lives on
Read part three: the age of the electric vehicle begins
Read part one: how cars came to the UAE
In numbers: PKK’s money network in Europe
Germany: PKK collectors typically bring in $18 million in cash a year – amount has trebled since 2010
Revolutionary tax: Investigators say about $2 million a year raised from ‘tax collection’ around Marseille
Extortion: Gunman convicted in 2023 of demanding $10,000 from Kurdish businessman in Stockholm
Drug trade: PKK income claimed by Turkish anti-drugs force in 2024 to be as high as $500 million a year
Denmark: PKK one of two terrorist groups along with Iranian separatists ASMLA to raise “two-digit million amounts”
Contributions: Hundreds of euros expected from typical Kurdish families and thousands from business owners
TV channel: Kurdish Roj TV accounts frozen and went bankrupt after Denmark fined it more than $1 million over PKK links in 2013
Other promotions
- Deliveroo will team up with Pineapple Express to offer customers near JLT a special treat: free banana caramel dessert with all orders on January 26
- Jones the Grocer will have their limited edition Australia Day menu available until the end of the month (January 31)
- Australian Vet in Abu Dhabi (with locations in Khalifa City A and Reem Island) will have a 15 per cent off all store items (excluding medications)
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
Conflict, drought, famine
Estimates of the number of deaths caused by the famine range from 400,000 to 1 million, according to a document prepared for the UK House of Lords in 2024.
It has been claimed that the policies of the Ethiopian government, which took control after deposing Emperor Haile Selassie in a military-led revolution in 1974, contributed to the scale of the famine.
Dr Miriam Bradley, senior lecturer in humanitarian studies at the University of Manchester, has argued that, by the early 1980s, “several government policies combined to cause, rather than prevent, a famine which lasted from 1983 to 1985. Mengistu’s government imposed Stalinist-model agricultural policies involving forced collectivisation and villagisation [relocation of communities into planned villages].
The West became aware of the catastrophe through a series of BBC News reports by journalist Michael Buerk in October 1984 describing a “biblical famine” and containing graphic images of thousands of people, including children, facing starvation.
Band Aid
Bob Geldof, singer with the Irish rock group The Boomtown Rats, formed Band Aid in response to the horrific images shown in the news broadcasts.
With Midge Ure of the band Ultravox, he wrote the hit charity single Do They Know it’s Christmas in December 1984, featuring a string of high-profile musicians.
Following the single’s success, the idea to stage a rock concert evolved.
Live Aid was a series of simultaneous concerts that took place at Wembley Stadium in London, John F Kennedy Stadium in Philadelphia, the US, and at various other venues across the world.
The combined event was broadcast to an estimated worldwide audience of 1.5 billion.
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Turkish Ladies
Various artists, Sony Music Turkey
UAE Falcons
Carly Lewis (captain), Emily Fensome, Kelly Loy, Isabel Affley, Jessica Cronin, Jemma Eley, Jenna Guy, Kate Lewis, Megan Polley, Charlie Preston, Becki Quigley and Sophie Siffre. Deb Jones and Lucia Sdao – coach and assistant coach.
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Avatar: Fire and Ash
Director: James Cameron
Starring: Sam Worthington, Sigourney Weaver, Zoe Saldana
Rating: 4.5/5
MATCH INFO
Fixture: Thailand v UAE, Tuesday, 4pm (UAE)
TV: Abu Dhabi Sports
