As the ex-England international prepares to move to this sunny haven, one Brit who used to live there opens up on why not all that glitters is gold
06:00, 23 Aug 2025
Rio Ferdinand former player of England during the UEFA EURO 2024 semi-final match between Netherlands and England at Football Stadium Dortmund on July 10, 2024 in Dortmund, Germany.
Rio Ferdinand will soon move to Dubai with his family(Image: Jose Breton/Pics Action/NurPhoto via Getty Images)
Former footballer Rio Ferdinand has left some fans surprised with his decision to uproot his family from the UK and settle in a sun-drenched tourist paradise. The ex-England and Manchester United player is planning to relocate to Dubai with his wife Kate and their two school-age children.
Rio cited the pursuit of a better work-life balance, enhanced safety for his family, and what he views as a superior education system for his children as motivations behind the significant move. Speaking to Emirati newspaper The National, he said: "Lifestyle, safety, weather and just a new life. I wanted a new chapter. We spent time with a couple of Kate's friends who lived there and I just saw a different side to it. I also have a business out there, Football Escapes.
"I thought about moving, then we went back again in February for a little look at the schools just in case and it just pricked my mind to think about it. That was almost like a big kicker for me because the education system felt different, felt better for my kids."
Recent statistics showed that Brits are increasingly opting to make Dubai their home, with 30,000 emigrating in 2021, 35,000 in 2022, and 40,000 projected for 2023, according to The Telegraph. At first glance, the appeal of Dubai is evident – improved weather, no income tax and relatively affordable property.
However, it's worth bearing in mind that Dubai is ranked as the 15th most expensive place to live worldwide, according to Mercer's annual Cost of Living Ranking. In contrast, London ranks seven places higher in eighth position, surpassed only by a handful of other metropolises such as Hong Kong, Singapore and New York City.
Natalie Goodall in Dubai before she moved back to the UK after getting tired of the 80-hour shifts she used to work
Natalie Goodall first moved to Dubai when she was just 18(Image: Natalie Goodall/SWNS)
But in recent years, many Brits have opted to return to the UK, pointing to soaring living costs and, despite the former England footballer's claims, an inadequate work-life balance. Natalie Goodall is one such person, who detailed her ordeal of punishing 80-hour working weeks and argued that the glittering metropolis provides no escape from professional pressures.
The 32-year-old received an offer to coach golf in Dubai aged 18 following work experience at a golf academy there. She jumped at the chance, initially lodging with a friend before staying with various relatives and eventually renting her own apartment in Damac Hills, reports the Mirror. Yet she discovered the Dubai way of life became unbearable as the city's "business model" made no allowance for "work-life balance".
"I never saw myself leaving Dubai," she explained. "I was working at one of the best golf schools in the world. And the city was absolutely stunning, on my day off I went down to the beach and when you let your hair down you could have a bloody good time.
"But afterwards you'd look at your bank balance and think 'Oh c**p'. But the business model out there – there is no work-life balance. I was coming home to my partner after 12-hour days, at 9pm, and I could barely hold a conversation because I'd be so tired.
"In my last year I told him 'I can't do this' – you know when your time is up. It's a very glamorous place and I can see moving there is a trend - but everywhere has its downfalls."
Natalie Goodall, with partner Will Coan, in Dubai before she moved back to the UK after getting tired of the 80-hour shifts she used to work
She met her partner Will there, but her punishing work life meant she could not see much of him(Image: Natalie Goodall/SWNS)
Natalie first jetted off to Dubai at the tender age of 18 for a series of work placements with a golf academy. By her 21st birthday, she had landed a permanent assistant coaching role and was working towards her PGA (Professional Golfers' Association) qualification to become a certified instructor.
Initially, she shared digs with a school mate until her parents moved out when her father, an oil industry worker, got a job transfer – prompting her to move in with them. After two years, she started renting her own flat with financial assistance from her parents, as she found it tough to save enough for the deposit.
Natalie used her single day off each week, which fell on Mondays, to either unwind by the sea or explore the stunning sights of Dubai to make the most of her time in such a splendid setting."
"It was amazing," she said. "The weather was like being in Spain even in winter. I got to see the Opera House, lots of concerts and stayed for my birthday in the Burj Al Arab hotel, which was so cool. The golf courses were unbelievable too and the food and service was amazing."
At that point, she was pulling in roughly £25,000 to £30,000 annually. However, the steep cost of living in Dubai meant she couldn't fully indulge in the lavish lifestyle many envision.
Natalie Goodall in Dubai before she moved back to the UK after getting tired of the 80-hour shifts she used to work
She moved back to the UK in 2019 and now settles in Dorset(Image: Natalie Goodall/SWNS)
She admitted: "It was not sustainable. I was just making money to survive – in the service industry you were worked very hard. I was working six days a week and I couldn't afford to reduce my hours."
After meeting her boyfriend Will Coan, 34, in 2017, they moved in together, but Natalie began to feel overwhelmed. She explained: "You can feel yourself, your work and time management aren't as good, your diet goes out the window. I never saw myself leaving Dubai, but it's not sustainable – as I got older, I started to think, 'How the bloody hell will I have a life here?' It's not on an individual person – it's just the business model out there."
In September 2019, she moved back to the UK and found employment in Guernsey, having gained the necessary golf qualifications to become a coach. Nine months later, Will, who had been working in food manufacturing, finished his contract and also returned to the UK.
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Now happily settled in West Parley in Dorset, Natalie admitted she would consider returning to Dubai, where her parents still reside, only for a holiday – and if she was offered "a huge number" for a salary.
She said: "I think there are people moving because they've been on holiday there and say 'screw it, I'll live here'. It's like a trend - in the same way Ellen DeGeneres moved to The Cotswolds.
"In Dubai, it is a glamorous place, but it can be unglamorous in certain situations. You have to look at the opportunities and weigh up if it's right for you. If you go with high expectations, you might be disappointed."