Lord Sugar is facing a backlash from Australians after apparently jumping the queue for flights to Sydney.
Expats who are unable to return home to Australia are demanding to know why the billionaire television host was allowed to fly into the country despite Covid-19 restrictions on travel.
Australia currently only allows 4,000 people to arrive in the country each week with some flights restricted to as few as 30 passengers.
Estimates from the organisation representing airlines that fly into Australia put the number of those trying to return at as high as 100,000.
The business magnate revealed on Twitter that he had secured one of the estimated 30 seats on an Emirates flight from London to Sydney this week.
He wrote:"I've not travelled on a commercial airline for 25 years.
"Yesterday I travelled to Sydney with Emirates. I have never experienced service like it in all my life. It was fantastic, both on the ground and in the air. Amazing."
Lord Sugar repeatedly told followers that he was undergoing a “very strict 14 day-quarantine”.
Diane Lee, 57, who runs a Facebook support group for Australians stranded overseas said: "I'm angry on behalf of other people who have been abandoned by the Australian government who give preferential treatment to rich celebrities".
"Australian families, who have given up jobs and homes to catch flights home, are living in airports and in homeless shelters because their flights are continually being cancelled.
Australia’s opposition foreign affairs spokesman Senator Penny Wong questioned the government's priorities.
Mr Wong said: "Why does Lord Sugar get first-class treatment, while tens of thousands of Australians get left behind?"
"Once again we see with Scott Morrison it's one rule for the privileged few, while others are told to ask for charity or go to a homeless shelter because they can't get home."
Lord Sugar's case appears to be the the latest in a string of high-profile exemptions granted to sporting figures and celebrities who have been able to travel in and out of Australia.
Last week, actor Tom Hanks was given permission to fly into Australia and quarantine at a hotel paid for by the production company making Baz Luhrmann's Elvis Presley biopic Elvis, in which he stars.