Export Knowhow
Entering the Gulf States – Major Opportunities, Major Challenges
Nov 4, 2025
The Gulf states have established themselves as a market with sizable potential for exporters from Switzerland and Liechtenstein, particularly in the areas of infrastructure, healthcare, MEM, fintech and luxury goods. However, the challenges associated with this should not be underestimated. Suhail El Obeid, Senior Consultant for the Middle East, assesses the situation for you and gives tips for entering the market.
The Gulf region has developed into an important business hub in recent years, primarily due to the trend towards diversification away from oil. These countries have made massive investments in technology, renewable energies and the healthcare system.
Suhail el Obeid, Senior Consultant for the Middle East
The United Arab Emirates (UAE), Saudi Arabia, Bahrain, Kuwait, Qatar and Oman have high import quotas for many goods, although there are signs of major efforts to ramp up manufacturing within the area. Its high purchasing power and interest in foreign technical innovations make this region very promising for Swiss exporters.
Which country’s market is the right choice?
The UAE has long functioned as a hub for the Gulf region. At the same time, the UAE is striving to achieve a leading position in areas such as digitalization, AI, blockchain and fintech.
With over 35 million inhabitants, Saudi Arabia is by far the largest market in the region. The Kingdom is currently working to diversify its economy so it can reduce its dependence on oil – which, in turn, is opening up attractive business opportunities.
However, smaller countries such as Qatar, Kuwait and Oman may also be of interest to Swiss companies wishing to enter the market.
A successful market entry has to take place in several stages – step by step. Companies interested in this should always start by analyzing the market.
Suhail el Obeid, Senior Consultant for the Middle East
Overcoming cultural challenges
The complexity of the cultural challenge is often underestimated. Hierarchies are more important in the Gulf than they are here in Switzerland and should therefore always be respected. Communication, in particular, takes a lot of time, because Arab business partners need to see that they are being taken seriously. It is important to build and maintain personal relationships.
In the Arab world, people are very hospitable and make sure they don’t disappoint their counterparts. Even if customers find an offer unattractive, they often don’t just say ‘no’. That’s why I recommend presenting clear and unambiguous proposals and discussing the details subsequently if necessary.
Suhail el Obeid, Senior Consultant for the Middle East
It is also advisable to learn about the culture in advance so you can respect it and modify your behavior accordingly. You should steer clear of mentioning religious and political issues in the early stages.
Legal framework, import and customs provisions
The legal regulations governing imports are increasingly being harmonized and modernized. However, certain hurdles remain, such as protectionist measures or differing standards in areas like product safety and certification.
A reliable local partner – a success factor
A good local partner is the key to success, and finding one is correspondingly time-consuming. It can take a long time for mutual trust to be established. Even once the business relationship has been forged, it needs to be actively maintained with regular in-person visits to the business partner in question. It is not enough to communicate product or price changes by email.
Finding business partners is an enormous challenge. S-GE is able to draw on years of experience and industry specialists.
Suhail el Obeid, Senior Consultant for the Middle East
