As the UAE celebrates its 53rd National Day, Firstwater Advisory also marks an important milestone: entering our tenth year of assisting public and private sector organisations to achieve sustainable growth and lasting success.

Founded in 2015, Firstwater has been behind the scenes (but at the forefront) helping organisations align their strategies with higher purpose, cultural intelligence, and market realities. Combined, our principals bring over 30 years of hands-on experience in the UAE, which has shaped our deep understanding of this dynamic market.

Our journey has been closely tied to the UAE’s growth, from its ambitious Abu Dhabi Economic Vision 2030 to Dubai’s Economic Agenda D33 and the 2040 Urban Master Plan. Over the past decade, we have observed what it takes for UK businesses to succeed in the UAE, particularly given our founder’s British background. Key factors for success include embracing business decentralisation, ensuring cultural alignment, and adopting a sustainability-first approach. This post aims to share these insights and assist others in unlocking the keys to success in the UAE and beyond.

1. Learn the local playbook

The UAE isn’t a one-size-fits-all market. Each emirate has its own rules, culture, and customer base. The quickest way to stumble is to fail to recognise these nuances.

Pointers:

• Lean on experts: Partner with UAE-based advisors who know the ins and outs;

• Join the conversation: Attend high-profile events like GITEX or ADIPEC to network and gather the real insights; and

• Spot the trends: Study what’s working for successful businesses on the ground.

2. Nail the paperwork (and avoid headaches)

The UAE is known for its evolving business regulations, from offering 100% foreign ownership in some sectors to initiatives like the In-Country Value (ICV) programme. Understanding the legal landscape upfront is non-negotiable.

Pointers:

• Decide your setup: Mainland company or free zone? Make the choice based on your long-term goals;

• Plan for tenders: The ICV programme rewards local investment—necessary if government contracts are on your radar; and

• Get advice early: Bring in legal professionals to smooth the process. Don’t rely on ChatGPT!

3. Know your costs (the real ones)

The UAE is an investment-heavy market, and costs can stack up faster than expected.

Pointers:

• Budget for surprises: Account for real estate, sustainability compliance, and recruitment costs;

• Tap incentives: Explore government grants for businesses aligning with the UAE’s strategic goals.

4. Show cultural respect—it’s your superpower!

Business in the UAE is personal, and trust is built on cultural understanding. Missteps around Islamic traditions or local norms can cost you credibility.

Pointers:

• Train your team: Invest in cultural onboarding to prepare employees for meaningful interactions—particularly if your back office is in Blighty;

• Adapt your message: Ensure your marketing resonates with local customs, especially around Muslim holidays like Ramadan.

5. Relationships first, transactions second

Success in the UAE isn’t just about deals; it’s about building long-term trust. Relationships are nuanced, and trust-building happens in the trenches—not the boardroom back in London.

Pointers:

• Engage locally: Consider decentralising decision-making to UAE-based teams who can build relationships organically;

• Be agile: Equip local teams with the resources and autonomy to adapt to market shifts without waiting for approval chains.

6. Build a winning team

The UAE’s multicultural workforce is a competitive advantage, but managing it requires finesse.

Pointers:

• Know the rules: Familiarise yourself with UAE labour laws;

• Offer the right perks: From housing allowances to sustainability incentives, make your packages attractive; and

• Support integration: Provide cultural onboarding to help expatriates settle in.

7. Stand out (without losing your roots)

The UAE’s fast-moving market means standing out isn’t just important—it’s essential. But don’t lose sight of what makes your business unique.

Pointers:

• Play to your strengths: Highlight the qualities that set your business apart;

• Adapt locally: Tailor your offerings to local market preferences while staying true to your mission and values.

8. Go green—it’s more than a trend

Sustainability isn’t just a box to tick in the UAE; it’s another business imperative. Aligning with initiatives like the UAE Energy Strategy 2050 can boost your credibility.

Pointers:

• Make it core: Integrate sustainability into your operations, from packaging to supply chains;

• Get tech-savvy: Explore how AI and data analytics can enhance your efficiency while reducing your carbon footprint.

9. Commit to being present

Our experience working with decentralised UK organisations has shown us that market leadership isn’t about oversight from afar—it’s about embedding your values and vision directly into the heart of your local operations. In the UAE, this is doubly important.

Pointers:

• Relocate decision-makers: Ensure your leaders are on the ground to manage and adapt in real-time;

• Empower regional leadership: Train local teams to align with your brand’s purpose and vision while giving them the autonomy to respond to local nuances.

10. Final thoughts: Purpose meets preparation

The UAE offers extraordinary opportunities for UK businesses, but success requires preparation, adaptability, and a commitment to purpose. By aligning your business with the UAE’s economic priorities and sustainability goals, you’ll be a trusted partner in one of the world’s most exciting markets.

Pointers:

• Stay Informed: Regularly update your knowledge of the UAE’s evolving economic policies and market trends to ensure your business strategies remain relevant;

• Leverage Technology: Utilise digital tools and platforms to position yourself correctly, enhance operational efficiency and stakeholder engagement in the local market; and

• Seek Local Partnerships: Collaborate with local businesses to gain deeper market insights and strengthen your regional presence.

Ready to make your mark?

As the UAE forges ahead with ambitious federal and national agendas, the nation continues to attract businesses from around the globe, eager to be part of its dynamic growth story.

The opportunities are vast but require more than ambition—they demand informed strategies, cultural alignment, and a focus on sustainable impact. For UK businesses, the UAE is more than a market; it’s a gateway to broader opportunities across the Middle East, Asia Pacific, and beyond. By embedding your business within the fabric of the UAE’s vision, you’ll secure a competitive foothold and contribute to a shared journey of innovation and prosperity.

Book a free consultation today, and let’s talk about brand glocalisation!

References

1. Abu Dhabi Economic Vision 2030: https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/strategies-plans-and-visions/finance-and-economy/abu-dhabi-economic-vision-2030

2. Dubai Economic Agenda D33: https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/strategies-plans-and-visions/finance-and-economy/dubai-economic-agenda-d33

3. Dubai 2040 Urban Master Plan: https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/strategies-plans-and-visions/transport-and-infrastructure/dubai-2040-urban-master-plan

4. 100% Foreign Ownership: https://u.ae/en/information-and-services/business/doing-business-on-the-mainland/full-foreign-ownership-of-commercial-companies

5. In-Country Value (ICV) Programme: https://moiat.gov.ae/en/programs/icv

6. UAE Energy Strategy 2050: https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/strategies-plans-and-visions/environment-and-energy/uae-energy-strategy-2050

7. Firstwater Advisory: https://firstwater.ae/about