Global entrepreneur Roman Ziemian shares his insights on navigating the relationship-centric business culture of the Gulf Cooperation Council (GCC). Drawing from over a decade of experience, he explores why mastering business diplomacy is the key to long-term success in the UAE, Saudi Arabia, and the wider Middle East.
Why Relationships Matter More Than Transactions in the GCC
In the heart of the Middle East, business still runs on trust, personal connection, and mutual rromanespect. The GCC—which includes the UAE, Saudi Arabia, Qatar, Oman, Bahrain, and Kuwait—is one of the world’s fastest-growing and most promising economic regions. However, succeeding here requires more than a polished pitch deck. It demands business diplomacy, an often-overlooked skill set that combines cultural intelligence, emotional awareness, and strategic patience.
Having spent over ten years building business partnerships across the region, I can confidently say: what you sell matters less than who trusts you. In the GCC, business is not transactional—it’s deeply personal.
Business Comes After the Bond
In Western markets, a single meeting can lead to a signed contract. In the GCC, it’s not uncommon for initial meetings to revolve entirely around getting to know you—not your business. Deals are made over coffee rituals, evening gatherings, and shared meals, not boardroom pitches.
Take Saudi Arabia, for example. It’s typical for early discussions to focus on your values, your background, and even your family. This may seem inefficient from a Western perspective—but here, it’s essential. Trust is the foundation of long-term business success in Saudi Arabia and the broader Gulf.
Find a Local Partner with Government Ties
A proven strategy for entering the GCC market is partnering with someone who already has strong relationships—particularly with government entities or national programs like Saudi Vision 2030. This can help streamline processes, open doors to tenders, and align your business with national development goals.
Additionally, working with regional consultants such as Strategy&, Oliver Wyman, Roland Berger Middle East, or Delta Partners can accelerate your market understanding and help you avoid cultural pitfalls.
Cultural Intelligence Is a Core Business Skill
In the GCC, knowing the rules of etiquette and respecting traditions is not optional—it’s expected. Cultural intelligence goes beyond superficial greetings or proper dress. It’s about understanding the rhythm of the culture and adapting your business behavior accordingly.
For example, during Ramadan, meeting schedules shift later into the evening. Business conversations often happen after Iftar, and patience is key. Misreading these nuances can unintentionally signal disrespect or a lack of commitment to the relationship.
Use Arabic Greetings & Show Respect
Even though English is widely used in business settings, using Arabic phrases like “Salam Alaikum” or “Shukran” creates a sense of familiarity and goodwill. Listening carefully, speaking humbly, and showing respect for traditions will take you further than aggressive deal-making tactics.
Reputation Is Your Most Valuable Asset
In the West, a failed venture or mistake can be left behind. In the GCC, your reputation is your legacy. Business circles are tightly connected, and word travels fast. A missed commitment or short-sighted move can impact your ability to do business for years.
On the flip side, consistency, reliability, and integrity are rewarded with long-term loyalty. My advice to new entrants in the GCC market is always this: play the long game. Show up, deliver, and let your character speak louder than your credentials.
Vision 2030: A Case Study in Modern Business Culture
Saudi Arabia’s Vision 2030 is the perfect example of how traditional values are being fused with modern economic ambition. The Kingdom is investing heavily in sectors like tourism, renewable energy, infrastructure, and technology—inviting foreign expertise to support its transformation.
But make no mistake: while global companies are welcomed, success belongs to those who approach the market with cultural sensitivity and respect for local stakeholders. Companies that assume a “we know better” stance quickly find themselves on the sidelines.
This principle applies across the GCC—from Qatar’s post-World Cup development to Oman’s push for green energy innovation. The region offers enormous opportunity, but on one condition: build trust first—then talk business.
Practical Tips for Doing Business in the GCC
If you’re a business leader or entrepreneur planning to enter the Middle East market, here are some proven tips:
- Invest time, not just money: Don’t rush. Prioritize informal meetings and genuine conversation.
- Hire local or regional advisors: A cultural expert or local liaison can help you avoid costly mistakes.
- Be present—but stay humble: Your presence matters, but let your work speak louder than your words.
- Be patient with decision-making: Deliberation can take time, but decisions, once made, are often swift and final.
- Follow up with authenticity: Send a thank-you note, remember personal details, and maintain communication with sincerity.
Final Thoughts: Business in the GCC Is About Human Connection
I’ve sat in high-level boardrooms and on traditional majlis carpets, and I can tell you this: doing business in the GCC is a masterclass in relationship-building. It challenges you to listen more, slow down, and grow—not just as a businessperson but as a communicator.
In a world where speed and scale often dominate, the Gulf reminds us that trust and depth are the true currency of success. Master the art of business diplomacy, and you won’t just thrive in the region—you’ll belong.
