Let me guess. You’re sitting in your cozy Dutch, German, or Belgian office, sipping your third espresso, dreaming of expanding your business into the Middle East. Maybe your friend’s cousin’s brother made it big in Dubai, or you read a LinkedIn post about booming markets in Riyadh. Now you’re thinking, “How hard can it be?”
Well, before you hop on a plane with a suitcase full of brochures and blind optimism, let me save you a few thousand euros and a reality check.
After countless conversations with CEOs, founders, investors, and more than a few idealistic dreamers, here’s what I’ve learned. And yes, this is your official crash course.
1. “It’s way too complex to set up a business there”. No, it’s not
Let’s kill the first myth right now. No, you don’t need to bribe a prince, hire a dozen consultants, or sell your soul to a local fixer to set up shop in the GCC.
Most GCC countries now allow 100% foreign ownership, and the setup process is more streamlined than you think. Especially in places like Bahrain, the UAE, and Saudi Arabia. Yes, there are some documents, some translations, and a little bit of patience needed. But guess what? That’s true everywhere.
In fact, in this beautiful AI age, you can figure out 80% of it with a little help from ChatGPT and a decent Wi-Fi connection. You don’t need to pay a “setup advisor” five figures to download forms you could’ve Googled in five minutes.
2. Copy-paste won’t cut it
“We crushed it in Antwerp, we’ll do the same in Doha!”
I love the confidence, but… no.
The Middle East is not one monolithic market. The UAE is 80% expats. Saudi Arabia? Over 90% locals. Bahrain? A unique mix with a strong local identity. What works in one country might completely flop in another.
Don’t copy-paste your European strategy thinking it’ll stick. Understand the market dynamics. Adapt your message. Localize your brand. And above all, respect the culture.
3. You can’t understand the market from behind a desk in Amsterdam
I get it. Flights are expensive, it’s hot, and you’ve got kids and a business to run. But if you think you can understand the Saudis, the Emiratis, the Bahrainis or any Middle Eastern consumer, through a few PDFs and a Zoom call, you’re already losing.
Get on a plane. Walk the malls. Meet the people. Drink qahwa. Ask questions. Listen. Feel the market. Smell the spices. Dodge the scooters. Observe the behaviors.
You can’t Zoom your way to market entry.
4. Research, research, research (did I say research?)
Every week, I meet someone who tells me, “We’re launching our product in the GCC next month!”
I ask, “Who’s your competition?”
Crickets.
“How’s your pricing compared to local brands?”
More crickets.
“How does your product fit within the local culture?”
Cue tumbleweed.
Please, don’t do this. Do your homework or we will do it for you. Study the competitors, pricing, habits, preferences, and yes regulations. Positioning matters. Assumptions don’t.
5. Don’t get fooled by overpriced middlemen
There’s an entire cottage industry of “consultants” and “advisors” ready to help you “navigate the Middle East.” Some are legit. Many are not.
If someone quotes you 15,000 euros just to introduce you to a lawyer or register your business, walk away slowly. Then faster.
There’s plenty you can do yourself. Use AI, ask around, or better yet, talk to other entrepreneurs who’ve done it. The best insights don’t come from sales decks. They come from real stories.
6. Marketing here is a whole different game
Your clever LinkedIn strategy or minimalist Nordic packaging might impress your design agency in Berlin. But in Riyadh? Maybe not.
Each GCC country has its own rhythm. Its own humor. Its own sensitivities. The UAE thrives on global branding and multicultural tones. Saudi Arabia connects deeply with tradition and local pride. Bahrain loves community, stories, and trust.
You’re not just adapting language. You’re adapting emotion.
7. Don’t rush the sale. Build trust
In Europe, you pitch, they nod, you close. Done.
In the Middle East, it’s different. Trust is everything.
They want to know who you are. What your values are. If you’ll be around next year. They want to drink qahwa with you. Not because they love caffeine, but because they value connection.
Don’t be the pushy sales guy. Be the trustworthy partner. The deal will come. And when it comes, it will be better and stronger than you expected.
8. Drop your European bias
You might arrive with all your European values, but if you walk into a meeting in Saudi Arabia thinking women are sidelined, you’ll be proven wrong fast.
Women here are powerful, respected, and rising.
They’re leading departments, building startups, and taking senior roles across sectors. And yes, that’s backed by both tradition and policy.
Come with curiosity, not judgment. Come to learn, not lecture. And while you’re at it, embrace the qahwa. It’s not just a drink. It’s a culture.
In closing…
You don’t need to be an expert in Arabic. You don’t need to dress like Lawrence of Arabia. You don’t need a miracle.
You just need to show up, stay curious, and respect the rhythm of this unique region.
