Dubai: What is home?

Is it the house you live in, the city where your children go to school, the people around you, or simply the place where life feels easiest?

There is no single answer. But the question becomes particularly interesting when asked of high-net-worth individuals who have the freedom to choose almost anywhere in the world.

Why, then, are so many choosing Dubai and the UAE?

Tax efficiency and wealth preservation matter, certainly, but so do safety, connectivity, schools, quality of life, community and, perhaps most importantly, time.

For Joshua Oliver, Luxury Advisor and Founder of Joshua Oliver Concierge, it is this combination that gives the UAE its appeal.

“Dubai offers excellent international flight connections, luxury hospitality, high-quality residential developments, a strong sense of personal safety and an increasingly international business community,” he says.

“Someone can conduct business with Europe in the morning, speak with colleagues in Asia during the afternoon and still enjoy dinner with their family that evening.”

London, Monaco and Singapore each have compelling advantages, he says, but the UAE offers a place where business, lifestyle and convenience can coexist.

“For wealthy individuals, time is often their most valuable asset, and the UAE can offer a very efficient way of living.”

It starts with making life work

The first requests Oliver receives from wealthy newcomers are revealing. They are often less about extravagance and more about making life work.

“The first requests tend to revolve around establishing a lifestyle as quickly and seamlessly as possible,” he says.

That can mean temporary accommodation, private transportation, restaurant reservations or introductions to social circles and private members’ clubs. For families, the conversation quickly turns to schools, neighbourhoods and community.

“These requests aren’t necessarily about extravagance. They’re about convenience, familiarity and continuity.”

The profile of those arriving is also changing.

“The UAE is increasingly attracting people who are still actively building their wealth, rather than simply looking for somewhere to preserve it,” Oliver says.

That includes younger entrepreneurs, technology founders, investors and internationally mobile families who see Dubai as a base from which to operate globally.

“They’re choosing the UAE because they can run international businesses, raise a family and enjoy an exceptional lifestyle from the same location.”

Oliver understands that attraction personally, having lived in London for around 16 years before relocating to Dubai.

For families, priorities change

For wealthy families, an impressive property is only one part of the decision.

“A beautiful property is only one part of the equation,” Oliver says.

Schools, journey times, children’s activities, neighbourhoods and daily routines can ultimately determine where a family chooses to live.

Areas such as Emirates Hills, Dubai Hills Estate and Palm Jumeirah offer different lifestyles, while privacy, security, discreet access, staff accommodation and proximity to schools can be as important as a property’s size or design.

“Wealthy families aren’t simply purchasing impressive homes. They’re trying to create an environment where everyone in the family can thrive.”

The luxury of convenience

One of Dubai’s strongest attractions may only become apparent after someone starts living here.

“I think one of the biggest surprises is just how convenient everyday life can be,” Oliver says.

“Dubai has an exceptionally strong service culture, and newcomers quickly discover how much can be arranged around their schedules.”

For wealthy residents accustomed to valuing time highly, that convenience can quickly become part of everyday life.

So can community.

From the outside, Dubai can appear transient, Oliver says, but newcomers discover established communities of entrepreneurs, professionals and families from around the world.

And that leads to something even wealth cannot automatically provide.

“Money can secure a beautiful property, an exceptional hotel suite or a private yacht charter. What it cannot automatically provide is a genuine network of people, introductions built on trust or the feeling that you’re part of a community.”

Increasingly, he says, wealthy individuals are seeking “meaningful access, trusted relationships and a sense of belonging”.

That is also changing Dubai’s luxury market, with the emphasis shifting from individual transactions to long-term relationships between residents and hotels, restaurants, private clubs and concierge businesses.

For ultra-high-net-worth individuals, discretion is equally important.

“Many ultra-high-net-worth individuals don’t want their movements, purchases or personal arrangements to attract unnecessary attention.”

Trust, Oliver says, is ultimately more valuable than access.

“The real luxury is being able to delegate something and know it’s being handled properly, without needing to constantly follow up.”

When does Dubai become home?

Perhaps the most interesting shift cannot be measured by a property purchase or business investment.

It happens when someone stops behaving like a visitor.

Initially, Oliver says, requests revolve around settling in, from accommodation and transport to restaurants and discovering the city.

Then the questions change. Clients start looking for permanent homes, organising family celebrations, developing relationships with local businesses and establishing routines for their children.

“They no longer want to experience Dubai. They want to build a life here.”

According to figures provided by Oliver, citing the Henley Private Wealth Migration Report 2025, the UAE was forecast to record a net inflow of approximately 9,800 millionaires in 2025, compared with an estimated 6,700 in 2024. He notes these represent estimated net migration rather than the total number of wealthy individuals relocating to the country.

But behind the numbers are decisions about businesses, homes, schools, families and futures.

Someone may arrive intending to spend only a few months in Dubai. Then a routine develops. Their children settle. Friendships form. Business works.

“What starts as a temporary arrangement can gradually become a much more serious consideration,” Oliver says.

Misconceptions remain, particularly the idea that Dubai is purely about “extravagant lifestyles, luxury shopping and impressive properties”.

For those who stay, life becomes about communities, schools, work, family and friendships.

The challenge for the UAE now, Oliver believes, is retaining these residents by ensuring quality of life keeps pace with economic growth, including through education, healthcare, infrastructure and community development.

“The countries that retain globally mobile wealthy families will be those that offer not only financial advantages, but also stability, opportunity and a fulfilling life for the next generation.”

Which brings the question back to where it began.

What is home?

For someone who can live almost anywhere, perhaps it is simply the place they stop comparing with somewhere else.

“There’s a point when you stop comparing everything to where you previously lived and start appreciating what your new home offers on its own terms,” Oliver says.

And perhaps the clearest sign comes when the next move is no longer being considered.

“They’re no longer planning their next move. They’re planning their future here.”