The Middle East and Africa offer exciting opportunities for Swedish businesses, driven by over three per cent economic growth, rapid urbanisation, and technological progress. Despite challenges such as political instability and humanitarian issues, the region's focus on reform is paving the way for international investment and development.

The Middle East and Africa are undergoing a significant transformation into a digital economy, propelled by a young, educated, and tech-savvy population.

Rising mobile and social media usage is reshaping business environments and accelerating digitalisation across multiple sectors. Urbanisation is further driving opportunities in ICT, transport, healthcare, energy, and mining – areas where Swedish companies excel due to their reputation for innovation and advanced technology.

Focus on local customer needs

To effectively capitalise on the region's urban growth, businesses should target specific cities rather than entire countries. Conducting thorough market analysis is crucial to identifying growth areas, understanding local customer needs, and selecting the right communication channels.

Navigating the local business culture can be challenging for Scandinavian companies, which often require guidance on regulations and market dynamics.

Currently, four per cent of Swedish exports are directed to the Middle East and Africa, with around 200 Swedish companies operating in the UAE – a global leader in GDP per capita.