On today’s episode of The Engaging Marketeer, Darren sits down with Corina Goetz, an expert in Middle Eastern business consultancy, to discuss the opportunities and challenges of working in Saudi Arabia and Dubai – particularly for women.
Corina advises individuals and companies on how to navigate the intricacies of the Gulf region, including legalities, cultural differences, and how women can excel in business in these traditionally male-dominated environments.
Darren: This week on The Engaging Marketeer, I am speaking to Corina Goetz about Saudi Arabia and Dubai. We’ll explore what it takes to do business out there, the legal requirements, and the incredible opportunities. We’ll also dive into what it means to be a woman working in these places. Corina, could you explain briefly what it is you do?
Corina: Sure! Well, what I do is help companies and individuals that either have projects in the Middle East or want to work with clients from that region. Many don’t have the resources to travel regularly, so I advise them on building relationships because, in the Middle East, relationships are everything. My background is in five-star hospitality, and I’ve worked with clients from Saudi Arabia, the UAE, and Qatar for over 20 years.
Darren: You mentioned you didn’t speak Arabic or grow up in that culture. How did you get started in this field?
Corina: Yes, I’m German, and I didn’t speak Arabic or have any exposure to the culture before moving to London in the early 2000s. I worked in luxury hotels and noticed that many of my colleagues struggled with clients from the Gulf. But I found that by taking a little interest in their culture and people, it made all the difference. The turning point for me was my first trip to Dubai in 2005. It was eye-opening, and from there, my career in the Middle East grew.
Darren: You’ve spoken about how Saudi Arabia has transformed, especially for women. What was it like when you first visited?
Corina: My first trip to Saudi Arabia was in 2011, and it was completely different from today. Back then, women had to cover up entirely, including wearing an abaya. You’d see women on the plane changing into their abayas before landing. Now, it’s much more open – tourism is encouraged, and there’s no longer the strict requirement for women to cover up. The changes have been dramatic, especially since 2015.
Darren: So, things have really opened up since 2015?
Corina: Yes, the major changes started around then, when the new king, Salman, came into power, and his son, Crown Prince Mohammed bin Salman, began implementing reforms under his Vision 2030. These included allowing women to drive, opening cinemas, and encouraging tourism. The country is focused on diversifying its economy beyond oil, which means huge opportunities in construction, hospitality, and education, among others.
Darren: That’s incredible. When you first visited Saudi, did you experience the strict rules people associate with the country?
Corina: Oh, absolutely! I remember one time I wanted to grab a coffee at Starbucks, and I was confused by the two entrances – one labelled “Single” and the other “Family.” Not knowing, I walked into the “Single” entrance, which was for single men. The barista almost had a heart attack! He told me, “No, you cannot come in here. You must use the family entrance.” It was such a different world then, but it’s changed so much now. Today, women have much more freedom to move around.
Darren: What about the perception of safety? Some people are still wary of travelling to Saudi Arabia.
Corina: Saudi Arabia is extremely safe. You can leave your bag or laptop in a café, and it will still be there when you return. Crime rates are incredibly low, partly because of the strict laws. You wouldn’t dream of walking around London with expensive jewellery or a Rolex, but in Dubai or Saudi, you can do that without fear. It’s one of the reasons many people are moving to Dubai now – they feel safer than in big European cities.
Darren: What are the key business opportunities in Saudi Arabia and the UAE at the moment?
Corina: There are vast opportunities, particularly in construction, real estate, and large-scale projects like NEOM in Saudi Arabia, which is part of the Vision 2030 initiative. It’s a futuristic city being built from scratch, with an emphasis on sustainability. Real estate in Dubai is also booming due to the influx of people from Eastern Europe, especially since the conflict between Russia and Ukraine. Prices are skyrocketing, and it’s a very competitive market.
Darren: Is there still space for Western businesses to invest in places like Dubai or is it all saturated now?
Corina: There is still space, but it’s a competitive market. Real estate, for example, is booming. People are buying properties and selling them for double the price within six months. However, it’s not just about property – there are many opportunities in education, healthcare, tourism, and entertainment. Saudi Arabia, in particular, is looking to bring in Western expertise to help train and develop its young workforce, as 63% of the population is under 35.
Darren: And for women specifically, what advice would you give to someone thinking about working or starting a business in the Gulf?
Corina: I think the key is to go with an open mind. There’s a lot of opportunity, but it’s important to understand that while the Gulf countries are welcoming, they are still conservative. For women, there are great opportunities, but you need to be mindful of the local customs. Dress more conservatively than you would in Europe, especially in Saudi. That said, it’s a fantastic place to grow a business, and women are increasingly seen in leadership roles.
Darren: Speaking of dressing for business, I remember you told me an interesting story about a client choosing an outfit for a job interview in Saudi.
Corina: Yes! She had two outfits – one was pink, the other green. I suggested she wear the green because green and white are the colours of the Saudi flag. It’s small details like this that can make a big difference. Understanding the culture shows respect, and people appreciate that.
Darren: What about other major differences between Dubai and Saudi Arabia?
Corina: One big difference is alcohol – you won’t find it in public places in Saudi, except maybe in some diplomatic areas. Dubai, on the other hand, has a much more liberal approach, though you still need to be mindful of local laws. Dubai has become very cosmopolitan, with people from all over the world living there, but Saudi remains more traditional, especially outside the major cities.
Darren: It sounds like the Middle East is a place full of opportunity, but also requires a lot of preparation and understanding.
Corina: Exactly. Preparation is key. The Middle East offers unparalleled opportunities, but it’s essential to approach it with the right knowledge. Understanding the culture, the legalities, and how to build relationships is crucial. And for women, knowing how to navigate those cultural nuances can be the difference between success and failure.
Darren: Thank you for sharing your insights, Corina. For anyone listening who wants to learn more, how can they get in touch with you?
Corina: You can find me on LinkedIn or through my website, Star-Cat Consulting, where I offer training and consultancy for businesses and individuals looking to work in the Middle East.
Conclusion
Darren thanks Corina for her time, noting how eye-opening the conversation was about the opportunities available in Saudi Arabia and Dubai, especially for women in business. He encourages listeners to check out Corina’s services for those considering expanding their business into the Gulf. The episode closes with a reminder that success in the region comes from understanding the culture and building relationships.
Connect with Corina:
Website: https://star-cat.co.uk/
LinkedIn: https://www.linkedin.com/in/corinagoetz/
Facebook: https://www.facebook.com/StarCaTLtd/
Instagram: https://www.instagram.com/starcat_corina/
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
