The Middle East & Africa (MEA) region is characterised by thriving economic growth and a drive for reforms, but it also faces challenges such as humanitarian crises and political instability. The average growth is over three per cent, while some areas remain reliant on foreign aid. From a business perspective, the MEA is a dynamic region with great potential for Swedish companies thanks to rapid urbanisation and technological development.
Transformation into a digital economy
Many cities in the Middle East & Africa region already have a large pool of young, educated, and tech-savvy professionals. The region's transformation into a digital economy is largely driven by this new, consumer-friendly middle class. The rapid rise in mobile phone and social media usage is reshaping the business landscape and accelerating digitalisation. Thanks to accelerated urbanisation, business segments like ICT, transport and infrastructure, health, energy, and mining bring significant potential in the MEA. Swedish companies are often well-positioned due to a high demand for technological innovation.
Focus on local customer needs
To make the most of the impressive urbanisation rate, businesses should focus on identifying suitable areas for growth based on cities rather than countries. An excellent way to start mapping the business landscape is to carry out a solid market analysis. After establishing the most relevant areas for investment, it is vital to understand local consumer needs and find the best communication channels to reach the local target audience. In a region so far from Scandinavia, it can be challenging to understand the local business culture. Many Swedish companies contact us both for general advice and hands-on support to navigate regulatory frameworks. Four per cent of Swedish exports currently go to the Middle East & Africa. Around 200 Swedish companies are present in the UAE, the sixth most prosperous country in the world by GDP per capita.
Our presence in the Middle East & Africa
Business Sweden helps businesses throughout the region from our five offices in Kenya, Morocco, Saudi Arabia, South Africa, and the UAE. Our mix of Swedish and local experts can help you navigate this diverse continent. Leveraging an extensive network of contacts, we are well-positioned to identify suitable partners and introduce you to key stakeholders both in the private and public sectors. Business Sweden also supports companies in the MEA that plan to extend their business in Sweden.
