The United Arab Emirates is facing mounting criticism across social media as activists accuse Abu Dhabi of playing a hidden role in Sudan’s brutal civil war, prompting a growing push to boycott Dubai. The backlash has surged following shocking reports of mass atrocities committed by the Rapid Support Forces (RSF) after the fall of Al Fasher, the Sudanese army’s last major stronghold in Darfur.
The UAE has repeatedly rejected allegations that it supports the RSF—claims made by Sudan’s army-aligned government, UN investigators and several global organisations. But on social media, the accusations have taken on new life, amplified by ongoing anger over Darfur’s suffering and broader suspicion over the UAE’s regional influence.
The protest slogan “habibi boycott Dubai”—a pointed twist on the city’s iconic “habibi come to Dubai” marketing line—has quickly become the movement’s rallying cry. Analysts say it resonates because Dubai is the crown jewel of the UAE’s global image, synonymous with luxury tourism, soft power and international business.
Influencers Drive Campaign as Darfur Horror Deepens
Online outrage escalated sharply after reports of mass killings, sexual violence and widespread abuses emerged following the RSF’s takeover of Al Fasher in late October. As these stories spread, public scrutiny of alleged RSF sponsors intensified.
The campaign exploded globally when high-profile figures such as climate activist Greta Thunberg and American rapper Macklemore—who jointly command an audience of more than 20 million followers—posted messages endorsing the boycott. In their posts, they described the RSF as “the UAE’s hand in Sudan”, accelerating international calls for accountability.
Sudanese activists and regional commentators have echoed the criticism. An X user, Anis Mansour, wrote that the UAE was “the main financier of genocide in Sudan,” while another user, Bint Khalifa, accused Abu Dhabi of worsening the crisis “under the guise of humanitarian aid.”
For many Sudanese, the backlash reflects a longstanding frustration that global powers have overlooked their suffering, leaving civilians trapped in a conflict shaped by foreign influence.
UAE Rejects Accusations as ‘Propaganda’
In response, the Emirati foreign ministry told AFP it had observed “a marked increase in unfounded accusations and deliberate propaganda from the so-called Port Sudan Authority,” referring to Sudan’s army-led government. The UAE insisted it supports neither side in the conflict and condemned atrocities committed by both the RSF and Sudanese Armed Forces.
Despite this, experts warn that the reputational fallout may have real consequences. Dubai, built as a world-class finance and tourism hub, relies heavily on international goodwill—a vulnerability during global scrutiny.
Kristian Coates Ulrichsen of Rice University’s Baker Institute noted that the campaign is already denting the UAE’s carefully crafted global brand. “The situation in Sudan has cut through into wider consciousness,” he said. “Dubai in particular has a reputation as a soft power magnet that may be damaged.”
Emadeddin Badi, a researcher at the Global Initiative Against Transnational Organized Crime, added that the UAE has historically been sensitive to negative publicity. “Now they’re experiencing perhaps some reputational backlash, which they tend to be averse to,” he said.
Diplomatic Pressure Remains Subtle but Growing
While global diplomatic pressure has remained muted, recent remarks from US Secretary of State Marco Rubio hint at rising frustration. Without naming the UAE directly, Rubio said countries “we know” are supplying weapons to the RSF, urging them to halt support immediately.
Analysts say Washington’s restraint reflects the UAE’s strategic importance as both a security partner and economic ally—factors that may limit overt confrontation.
A Turning Point for Sudan Advocacy
For Sudanese activists, the goal of the campaign extends beyond punishing the UAE—it is about forcing the world to pay attention. After years of mass displacement, ethnic violence and political collapse, the renewed global spotlight on Darfur offers a rare chance to pressure countries and institutions implicated in Sudan’s trajectory.
As the conflict grinds on, the UAE finds itself at a difficult crossroads: balancing its global image, navigating geopolitical alliances and responding to humanitarian criticism. Meanwhile, Dubai—long marketed as a symbol of modern prosperity—has unexpectedly become the epicenter of a worldwide protest movement.