Last year, an elaborate April Fool's prank by Emirates was so believable, it prompted one daily newspaper to publish the story as a legitimate announcement.
But the story, the launch of a cruise liner called Emirates Sealine, was too good to be true. Set to sail from Dubai Harbour to Karachi in Pakistan, the cruise liner's maiden voyage was scheduled for April 1, 2024.
The airline is back to mark the occasion this year with another winner: the launch of Emirates Residences, a mega-project with an exclusive airport for residents.
Here are some of the top April Fool's pranks from UAE brands this year.
Emirates Airline's Emirates Residences
The Dubai airline's latest prank is a nod to the city's real estate boom. It claims the Emirates Residence will be a 380-storey mega-project in the heart of Dubai. Adorned with interiors inspired by Emirates’s in-flight experience, the tower is to have an exclusive airport for residents.
Emirates also shared a picture of the "planned" tower, showing a runway built around the facade of the building, and the Burj Khalifa can be seen in the background. The airline says construction is to begin on February 31, 2025.
GymNation's The Daily Grind Fit-Cafe
Home-grown fitness chain GymNation is known for their fun marketing campaigns. To mark April 1, the brand says it is launching a "world first" fit cafe concept that "fuses chill out culture with workout culture".
At The Daily Grind Fit-Cafe, fitness enthusiasts will have to walk or run on treadmills while they queue for their coffee. All the cafe's cups and utensils will come with weights so they double up as dumbbells, for that extra pump.
Even the coffee grinder is fixed to a ski machine, so every cup will require a little extra pulling power. And the cafe's stools can swivel so customers get that core workout while they enjoy their Americano.
Reform Social & Grill's Doggy Tasting Menu
Dubai's pet-friendly gastropub Reform Social & Grills says it is working with Chef Fido Canis, "a world-renowned authority on canine cuisine", to launch a fine-dining menu for our four-legged friends.
Launching on April 1, and available for a limited time only, the Doggy Tasting Menu includes gastronomic delights such as a savoury doggucino with foam, bone marrow broth topped with caviar, Wagyu beef carpaccio garnished with quail eggs, and gold leaf and truffle-infused salmon ice cream. This groundbreaking culinary offering is served alongside a pooch-approved cheese platter with tuile of biscuit pour chien.
"This exceptionally limited-time collaboration with Chef Fido Canis underscores our commitment to innovation and providing unparalleled experiences for all our guests, including our beloved furry companions," says Andrew Donald, general manager of Reform Social & Grill.
Tough Mudder's Muddy Waters obstacle race
Obstacle course racing challenge Tough Mudder has launched Muddy Waters, a new race to test even the most daring adventurer.
Announced on April 1 and set to be held in Ras Al Khaimah, participants in Muddy Waters will face the frightening prospect of tackling obstacles that include live animals such as baby crocodiles, piranhas and electric eels.
The new water-themed obstacles, called the Croc Crawl, Piranha Pond and Electro Eel Therapy, will be included in both the 5km and 10km races, ensuring participants will face traditional Tough Mudder challenges, while trying to dodge the animals.
"Following a hugely successful season, we want to ensure our final event lives long in the memory and we believe that by introducing live animals into the mix, participants will experience a once-in-a-lifetime challenge," says Nic Cartwright, licence holder of Tough Mudder Middle East.
“It’s not every day you come face-to-face with a baby crocodile, piranha or electric eel, meaning this could potentially be more of a mental challenge than physical for some taking part, who certainly won’t want to look foolish. Either way, it will undoubtedly make for an entertaining spectacle, and we look forward to bringing the curtain down on the season in unique fashion.”
Waterclub's Mission to Mars
UAE water filter brand Waterclub has announced it is set to work with SpaceX to supply water to the first human colony on Mars.
"After extensive testing in extreme desert environments similar to Mars, SpaceX selected Waterclub to provide water filtration systems for their Mars colony," says Liliana Donado Martinez, chief executive of Waterclub.
"Our water filters are built to withstand the harshest conditions and recycle wastewater into clean, drinkable water. We have proven our technology in the unforgiving deserts of the UAE, and now we will enable access to clean water on another planet."
Waterclub's water filters will launch on cargo Starships before the first crewed mission to Mars, to ensure clean water is available as soon as astronauts set foot on the Red Planet, the brand says.
Hotel Indigo Dubai Downtown's camel guest
The pet-friendly hotel has announced a guest checked in with his beloved pet camel on April 1. Hotel staff ensured the four-legged guest experienced the same level of comfort and service expected at the hotel, it said.
"Our hotel prides itself on accommodating all furry companions, big or small, and this certainly fits the bill," says general manager Laura Eggleton. "We understand that pets are part of the family, and leaving them behind can often be a concern for travellers. With our pet-friendly approach, guests can rest assured that their furry loved ones will receive the same level of care and attention as they do."
PROFILE OF SWVL
Started: April 2017
Founders: Mostafa Kandil, Ahmed Sabbah and Mahmoud Nouh
Based: Cairo, Egypt
Sector: transport
Size: 450 employees
Investment: approximately $80 million
Investors include: Dubai’s Beco Capital, US’s Endeavor Catalyst, China’s MSA, Egypt’s Sawari Ventures, Sweden’s Vostok New Ventures, Property Finder CEO Michael Lahyani
Some of Darwish's last words
"They see their tomorrows slipping out of their reach. And though it seems to them that everything outside this reality is heaven, yet they do not want to go to that heaven. They stay, because they are afflicted with hope." - Mahmoud Darwish, to attendees of the Palestine Festival of Literature, 2008
His life in brief: Born in a village near Galilee, he lived in exile for most of his life and started writing poetry after high school. He was arrested several times by Israel for what were deemed to be inciteful poems. Most of his work focused on the love and yearning for his homeland, and he was regarded the Palestinian poet of resistance. Over the course of his life, he published more than 30 poetry collections and books of prose, with his work translated into more than 20 languages. Many of his poems were set to music by Arab composers, most significantly Marcel Khalife. Darwish died on August 9, 2008 after undergoing heart surgery in the United States. He was later buried in Ramallah where a shrine was erected in his honour.
RESULTS
5pm: Maiden | Dh80,000 | 1,600m
Winner: AF Al Moreeb, Tadhg O’Shea (jockey), Ernst Oertel (trainer)
5.30pm: Handicap | Dh80,000 | 1,600m
Winner: AF Makerah, Adrie de Vries, Ernst Oertel
6pm: Handicap | Dh80,000 | 2,200m
Winner: Hazeme, Richard Mullen, Jean de Roualle
6.30pm: Handicap | Dh85,000 | 2,200m
Winner: AF Yatroq, Brett Doyle, Ernst Oertel
7pm: Shadwell Farm for Private Owners Handicap | Dh70,000 | 2,200m
Winner: Nawwaf KB, Patrick Cosgrave, Helal Al Alawi
7.30pm: Handicap (TB) | Dh100,000 | 1,600m
Winner: Treasured Times, Bernardo Pinheiro, Rashed Bouresly
The specs
Engine: 2.0-litre 4cyl turbo
Power: 261hp at 5,500rpm
Torque: 405Nm at 1,750-3,500rpm
Transmission: 9-speed auto
Fuel consumption: 6.9L/100km
On sale: Now
Price: From Dh117,059
The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
- Torque: 760nm
- On sale: 2026
- Price: Not announced yet
The specs
AT4 Ultimate, as tested
Engine: 6.2-litre V8
Power: 420hp
Torque: 623Nm
Transmission: 10-speed automatic
Price: From Dh330,800 (Elevation: Dh236,400; AT4: Dh286,800; Denali: Dh345,800)
On sale: Now
Red flags
- Promises of high, fixed or 'guaranteed' returns.
- Unregulated structured products or complex investments often used to bypass traditional safeguards.
- Lack of clear information, vague language, no access to audited financials.
- Overseas companies targeting investors in other jurisdictions - this can make legal recovery difficult.
- Hard-selling tactics - creating urgency, offering 'exclusive' deals.
Courtesy: Carol Glynn, founder of Conscious Finance Coaching
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, Leon.
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
The specs: 2018 Audi RS5
Price, base: Dh359,200
Engine: 2.9L twin-turbo V6
Transmission: Eight-speed automatic
Power: 450hp at 5,700rpm
Torque: 600Nm at 1,900rpm
Fuel economy, combined: 8.7L / 100km
Match info
Karnataka Tuskers 110-3
J Charles 35, M Pretorius 1-19, Z Khan 0-16
Deccan Gladiators 111-5 in 8.3 overs
K Pollard 45*, S Zadran 2-18
Essentials
The flights
Emirates flies direct from Dubai to Seattle from Dh6,755 return in economy and Dh24,775 in business class.
The cruise
UnCruise Adventures offers a variety of small-ship cruises in Alaska and around the world. A 14-day Alaska’s Inside Passage and San Juans Cruise from Seattle to Juneau or reverse costs from $4,695 (Dh17,246), including accommodation, food and most activities. Trips in 2019 start in April and run until September.
UAE currency: the story behind the money in your pockets
The biog
Age: 59
From: Giza Governorate, Egypt
Family: A daughter, two sons and wife
Favourite tree: Ghaf
Runner up favourite tree: Frankincense
Favourite place on Sir Bani Yas Island: “I love all of Sir Bani Yas. Every spot of Sir Bani Yas, I love it.”
Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
The Penguin
Starring: Colin Farrell, Cristin Milioti, Rhenzy Feliz
Creator: Lauren LeFranc
Rating: 4/5
What are NFTs?
Are non-fungible tokens a currency, asset, or a licensing instrument? Arnab Das, global market strategist EMEA at Invesco, says they are mix of all of three.
You can buy, hold and use NFTs just like US dollars and Bitcoins. “They can appreciate in value and even produce cash flows.”
However, while money is fungible, NFTs are not. “One Bitcoin, dollar, euro or dirham is largely indistinguishable from the next. Nothing ties a dollar bill to a particular owner, for example. Nor does it tie you to to any goods, services or assets you bought with that currency. In contrast, NFTs confer specific ownership,” Mr Das says.
This makes NFTs closer to a piece of intellectual property such as a work of art or licence, as you can claim royalties or profit by exchanging it at a higher value later, Mr Das says. “They could provide a sustainable income stream.”
This income will depend on future demand and use, which makes NFTs difficult to value. “However, there is a credible use case for many forms of intellectual property, notably art, songs, videos,” Mr Das says.
Why are asylum seekers being housed in hotels?
The number of asylum applications in the UK has reached a new record high, driven by those illegally entering the country in small boats crossing the English Channel.
A total of 111,084 people applied for asylum in the UK in the year to June 2025, the highest number for any 12-month period since current records began in 2001.
Asylum seekers and their families can be housed in temporary accommodation while their claim is assessed.
The Home Office provides the accommodation, meaning asylum seekers cannot choose where they live.
When there is not enough housing, the Home Office can move people to hotels or large sites like former military bases.
UAE currency: the story behind the money in your pockets
PSL FINAL
Multan Sultans v Peshawar Zalmi
8pm, Thursday
Zayed Cricket Stadium, Abu Dhabi
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COMPANY PROFILE
● Company: Bidzi
● Started: 2024
● Founders: Akshay Dosaj and Asif Rashid
● Based: Dubai, UAE
● Industry: M&A
● Funding size: Bootstrapped
● No of employees: Nine
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The years Ramadan fell in May
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