Women and Business in the Middle East

In June 2024, Megan Nicholas was a keynote speaker at Women Doing Business in the MENA Region, an event hosted by Global Victoria.

Megan presented on Saudi Arabia and Business Opportunities, sharing insights into the region’s economic landscape, cultural considerations, and strategies for successful business engagement.

Saudi Arabia: A Nation Opening Up

Saudi Arabia has achieved in five years what has taken other MENA countries decades. Several policy and cultural shifts have accelerated business opportunities for both local and international women entrepreneurs:

• 2019: The lifting of the abaya requirement and the allowance of women to drive significantly increased women's mobility and professional engagement.

• 2022: The transformation of SAGIA into MISA further streamlined investment processes, enabling foreign businesses to operate in Saudi Arabia directly.

• 2023: The introduction of online visas made entry and business travel easier.

• 2023: Women now make up 30% of the workforce in Saudi Arabia, marking a substantial increase in female participation in economic activities.

Representation of Women in Business and Government

Over the last five years, Saudi Arabia has taken significant steps toward gender inclusion, with 30% of women now employed across various industries. Government initiatives continue to support and integrate women into leadership and entrepreneurial roles, with increasing opportunities in both public and private sectors.

Navigating Business Etiquette and Culture in Saudi Arabia

Understanding local business etiquette is crucial when engaging with partners and stakeholders in Saudi Arabia:

• Dress Code: While Saudi Arabia has relaxed rules and no longer requires mandatory abaya wearing, modest business attire remains the standard in professional settings.

• Mode of Business Communication: Face-to-face meetings hold significant value. Establishing relationships in person is often preferred over virtual communication.

• Ease & Safety of Travel:

  • Transport: The introduction of Uber and other ride-hailing services has made travel more accessible.

  • Mobile Connectivity:

    • Telstra and Optus do not work in the region; Vodafone is the only Australian provider with coverage.

    • WhatsApp works for messaging but not voice calls unless using a VPN (which is illegal Saudi).

    • The Signal app is a reliable alternative for voice communication.

Opportunities for Women in Business & Government Engagement in Saudi Arabia

Women seeking to establish business relationships or work with government entities in Saudi Arabia can explore various channels:

• Tenders & Business Opportunities:

  • Austrade

  • Ministry of Investment (Saudi Arabia)

  • Local company portals

  • Trade missions

  • Australian-Saudi Business Council

  • Industry-Specific Events & Expos:

    • BIG 5 (Construction & Infrastructure)

    • Food Expos

    • GIGA Project Platforms:

      • NEOM

      • Red Sea Project

      • Qiddiya

• Employment & Consulting Pathways:

  • Recruitment agencies (sector-specific)

  • Recruitment platforms (Bayt, Indeed)

  • Consultancy firms

  • Business introductions and referrals

Key Success Factors for Doing Business in Saudi Arabia

Achieving business success in Saudi Arabia requires a combination of strategic networking, cultural awareness, and consistent engagement. Key factors include:

• Frequent Visits vs. Living in the Country: While some businesses require an on-the-ground presence, many succeed with regular visits and strong local partnerships.

• Maintaining Connections: Relationship-building is central to business success; frequent follow-ups and in-person meetings strengthen credibility.

• Cultural Understanding: Respect for local customs and traditions fosters trust and long-term business relationships.

• Language: While English is widely spoken in business settings, understanding Arabic phrases and formalities can be beneficial.

Conclusion

As Saudi Arabia continues its economic diversification and transformation, women have more pathways to engage in business and leadership. Saudi Arabia’s Vision 2030 is creating an environment where female entrepreneurs, professionals, and investors can thrive. By leveraging new policies, trade networks, and digital advancements, women can successfully navigate and contribute to this dynamic market.

Would you like support in exploring business opportunities in Saudi Arabia? Connect with us to learn how Meglink can assist you in your journey.