Expo 2020 Dubai compels regional brands to go global

Expo 2020 Dubai compels regional brands to go global

Expo was a realisation that a world of opportunities exists beyond borders.

Published: Sun 10 Apr 2022, 3:51 AM Last updated: Sun 10 Apr 2022, 4:03 AM

Expo 2020 Dubai’s legacy will compel regional brands to think global and will bring in branding strategies that will boost their footprint. The mega-event set the stage for global consumers with a message of the UAE being a global gateway.

The UAE has ranked 14th globally and first regionally in Kearney’s 2022 Foreign Direct Investment (FDI) Confidence Index. The country is one of only four emerging markets on the 2022 index along with Qatar, China, and Brazil, and has recorded a higher ranking this year in an increasingly competitive global FDI attraction environment.

The business environment in the UAE has continued to strengthen based on factors that are most important to investors, including growing technological and innovation capabilities. Central to the country’s attractiveness as a business and financial hub are plans to deepen trade ties in fast-growing economies in Asia and Africa with the aim to invite $150 billion in foreign investment. Kearney projects a strong average growth of 5.4 per cent over the next three years, bolstered by institutional reforms to promote trade and investment and