Why Dubai is the new destination of choice for the high-net-worth families – and what that means for reputation management

As a communications agency based between London and Dubai, we closely track how global regulatory shifts shape the reputational needs of clients across borders.

On 6 April 2025, the UK abolished its centuries-old non-dom tax regime. Under the new rules, foreign income and gains are taxed after a four-year window, while worldwide assets become liable for UK inheritance tax after ten years of residence, with an additional ten-year tail upon departure. Simultaneously, among other changes, the introduction of a 20% VAT on UK private school fees is prompting many wealthy families to consider relocating to more tax-efficient jurisdictions.

These sweeping reforms are driving a significant wealth migration. According to the Henley Private Wealth Migration Report 2025 the UK is now expected to lose a record 16,500 millionaires this year alone (Spear’s Magazine).

For communications experts, understanding these shifts is essential not only for advising clients on relocation narratives but also for managing the reputational implications that accompany significant tax and jurisdictional moves in the public eye.

As many UK-based high-net-worth individuals weighing alternatives, places such as Dubai, Monaco, Switzerland, Italy and the US are snapping up those seeking tax certainty and wealth preservation. Dubai in particular is rapidly becoming the preferred destination for the global elite due to its tax efficiency, lifestyle advantages and global connectivity. Known historically as a tax-efficient haven, Dubai is evolving into much more: a dynamic cultural and communications hub offering a compelling mix of luxury, security and economic opportunity. It has become the standout destination for younger entrepreneurs, tech founders and high-profile individuals seeking both lifestyle and legacy benefits.

This influx of high-net-worth individuals has accelerated the expansion of wealth advisory and private banking services in Dubai, as institutions scale their operations to meet the complex cross-border needs of new residents. Banks and multi-family offices are increasing their presence in the UAE, providing tailored solutions for wealth structuring, succession planning and global investment strategies for clients relocating from traditional financial centres like London.

At the same time this shift signals a more complex reality: as more HNWIs move abroad, their personal and professional narratives come under increasing scrutiny. Questions about motivations for their move, particularly when tax, political dissatisfaction or legal disputes are involved, can quickly attract media attention and online backlash. The way these moves are communicated matters more than ever.

Strategic communications in an age of public relocation

Relocating as a high-profile individual presents not only logistical complexities but also significant reputational considerations. Whether it involves a business owner transferring their base of operations, a public figure establishing residency abroad, or a family office navigating cross-jurisdictional restructuring, such moves often invite public scrutiny. In the absence of a carefully managed communications strategy, the narrative surrounding the relocation is vulnerable to being defined by external parties.

Consider the example of Sir Jim Ratcliffe, the billionaire founder of INEOS, who moved his tax residence to Monaco around 2020 (The Guardian). The relocation, reportedly saving hundreds of millions in potential UK taxes, sparked significant backlash in the British press and prompted scrutiny over patriotism, corporate responsibility, and the optics of wealth during a time of national austerity. Without a clear communications strategy, such moves can undermine public trust and invite political pressure.

Similarly, Formula 1 champion Lewis Hamilton’s residency in Monaco has been repeatedly questioned by media and politicians, particularly during public debates about tax fairness and inequality (Mirror). In both cases, the absence of a proactive narrative allowed critics to fill the void.

These examples highlight the need for a carefully managed communications approach – one that protects privacy while positioning the individual credibly in their next chapter.

How we help

With a strategic presence in both London and Dubai, our team supports clients through every stage of transition – from pre-move messaging to long-term reputation management. While Dubai is increasingly attracting high-net-worth individuals, London remains the world’s premier hub for shaping public opinion, influencing media narratives and driving thought leadership across global conversations.

We understand the nuances of communicating major life changes in a way that aligns with personal values, professional obligations and cultural sensitivities. We offer discreet counsel through both moments of growth and times of reputational risk, including:

• Strategic narrative development around relocation and global positioning
• Personal brand building to align with new business and lifestyle goals
• Digital presence and online reputation management
• Discreet crisis communications and media engagement
• Litigation and regulatory PR, when legal risks intersect with reputational ones

Get in touch to discuss how we can support your communications needs and reputation strategy: [email protected].