MIDDLE EAST: THE WORLD LOOKING IN
The Middle East is a region of extremes. Its countries range from poverty stricken war-torn Gaza and Yemen to the wealthy and stable oil-rich countries of Saudi Arabia and the UAE. Many nations of the region are shrouded in mystery and largely misunderstood - global perception has frequently been tainted by fears of Islamic fundamentalism. Perhaps driven by these fears, international governments tread a careful “carrot and stick” foreign policy strategy, whilst international business investors recognise the growing opportunities and know that they must work with the culture of the region in order to succeed.
As even war-torn Iraq is opening its borders to the rest of the world, with US$16bn worth of technical service contracts offered to foreign oil companies, understanding where the opportunities are, identifying the risks and the rewards and building a strategic approach to the Middle East is now a clear priority.
MIDDLE EAST: REACHING OUT TO THE WORLD
So far, the UAE has been leading the charge, aggressively promoting its brand on the international stage with a series of truly unique propositions and world firsts: the Burj in Dubai- the tallest hotel in the world, and Masdar City in Abu Dhabi- the world’s first 100% carbon free city. HH Sheikh Mohammed bin Rashid al Maktoum, the Prime Minister, Vice President and Ruler of Dubai, has announced intentions to bid for the 2020 Olympic Games. How will his government convince the IOC that the Olympic spirit can thrive within the stricter aspects of UAE culture?
Other Middle Eastern countries are also looking outward - Bahrain is seeking to attract business and tourism by launching the “Business Friendly Bahrain” campaign and plans to invest more than US$1bn to develop its waterfront. But can a recovering nation such as Iraq combat negative perceptions with a clear nation branding strategy? Meanwhile the rulers and the people of Iran are violently divided in their attitude to the west, ensuring that the contradictions within the region endure. How will the collective perception of the Middle East impact on each nation’s individual plans? How can Nation Branding strategies contribute?
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