Abstract
This chapter examines the recent emergence of ‘migrant-friendly discourses’ in the United Arab Emirates (UAE). Although the UAE plays host to a large number of foreign workers, there have been relatively few social integration policies aimed at aiding migrants to assimilate into its close-knit society. The UAE’s migration policies were thus seen as highly exclusive and unfriendly to the migrant community. However, in the late 2000s, stylised expressions that promoted a greater sense of tolerance, peace and harmony began to emerge and focused on the cultural diversity of the UAE in a favourable manner. The chapter examines the reasons why the UAE has prioritised employing such kinds of discourse. The analysis suggests that migrant-friendly branding is used for framing the state in a positive light, which is very important in attracting more foreign workers into the country.
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