“Doing Business in the UAE – Challenges & Opportunities” 2025 – A multicultural market in the Middle East with opportunities and challenges
Athens, April 14, 2025, | Enterprise Greece, in collaboration with the Economic & Commercial Affairs Office of the Greek Embassy in Dubai, held the third webinar of 2025—and the twenty-sixth in the “Doing Business in… challenges and opportunities” series—on Wednesday, April 9th, focusing on the Middle East, aiming to highlight opportunities in the United Arab Emirates (UAE) market.
The event, which attracted 140 registrations, featured distinguished speakers from the embassy and representatives of the Greek business community in the Emirates. These professionals are active mainly in the sectors of construction, pharmaceuticals, consumer goods and cosmetics, food & beverage, and technology.
During the event, the excellent level of bilateral trade and investment relations between the two countries over the past five years was emphasized, with a trade surplus in goods and services and the UAE’s foreign direct investment (FDI) in Greece accounting for approximately 2%.
The United Arab Emirates, as an international business hub, is distinguished by its multiculturalism, dynamic economy, and highly competitive market—factors that create both opportunities and challenges for Greek companies looking to enter it. Key to this process is the strategic use of Greece’s comparative advantages, particularly the recognized quality of Greek products, as well as the cultivation of interpersonal relationships with business partners, in alignment with the local culture. A common observation among participants was the growing use of e-commerce across all consumer goods.
Specifically, regarding the construction sector, it was noted that it is on a growth trajectory of at least 4% annually for the next five years, driven by infrastructure projects across all sectors of the economy, in line with a strategic population growth plan. This plan also creates opportunities in the pharmaceutical sector, with the UAE acting as a regional leader in R&D and projected to experience a 15% growth over the coming years.
The consumer goods market also shows strong potential, particularly in personal care items and dietary supplements, with an evident trend toward branded products and a growing awareness of health and wellness issues.
As for food and beverage, the discussion highlighted an annual growth rate of 3–4%, a decreasing reliance on imports over time, and the emerging opportunity to enter the Emirates market through HORECA services, considering the high cost of entry into retail.
Finally, the event touched upon the startup ecosystem in the technology and innovation sector, with significant potential for funding and networking.
Dr. Marinos Giannopoulos, CEO of Enterprise Greece, during his opening remarks stated: “The level of our relations with the United Arab Emirates is exceptional, both in terms of trade and investment. A series of joint initiatives and actions taken in recent years have established a sustainable partnership with ample room for further development and mutual economic growth in key sectors of both countries’ economies.
The Chargé d’Affaires of the Greek Embassy in the UAE, Mr. Panagiotis Kougios, who also addressed the event, saying:
“This excellent initiative included the participation of Greeks in the UAE—company executives in key positions—and entrepreneurs from various sectors of Greek interest (construction, pharmaceuticals, cosmetics, food, technology), who provided particularly valuable insights into how the UAE market operates.”
Mr. Dimitris Thomopoulos, Head of the Economic & Commercial Affairs Office in Dubai, added: “The United Arab Emirates is a dynamically developing economy and the most important transshipment center in the wider Middle East region. This online seminar aimed to highlight both the opportunities and challenges of this market through a detailed presentation of sectors of specific interest to Greek businesses by our Office and members of the large Greek community active in the UAE.”