A Protocol Primer for Conducting Business in Saudi Arabia and the UAE
In the wake of the US President and 30 business leaders descending on Saudi Arabia, it’s clear that Saudi Arabia, the United Arab Emirates (UAE), and the US will have burgeoning business interests and investment opportunities throughout the region.
The investments reflect shared priorities around economic diversification, technological advancement, and the pursuit of mutually beneficial growth.
These commonalities can obscure the many cultural and social differences that highlight the importance of nuanced interpersonal understanding.
As American businesses increasingly engage with Saudi Arabia and the UAE, and vice versa, understanding and respecting local business etiquette and protocol is required for successful interactions and long-term partnerships.
Here are the critical cultural and protocol considerations for US business leaders operating in or hosting counterparts from Saudi Arabia and the UAE.
#1 Understand Core Customs, Courtesies, and Greetings
Successfully navigating the business environments of Saudi Arabia and the UAE begins with a genuine understanding and respect for local customs.
While it's important to avoid generalizations (nuances exist), awareness of standard practices forms the bedrock of positive interactions.
Dress Code
For women, the watchword is modesty.
While the abaya (a loose, full-length robe) or shayla (headscarf) is not mandatory for non-Muslim businesswomen, particularly in international business zones or tourism-friendly areas, erring on the side of conservative attire is a sign of respect. Opt for longer jackets, loose-fitting or wide-leg trousers, or long dresses that come to the ankles, and preferably closed-toe shoes in a business environment.
You can also wear an “open” Abaya over your modest clothing, leaving it open in the front. Avoid clothing that is tight-fitting, sheer, or overly revealing.
Dressing modestly demonstrates cultural sensitivity and professionalism.
For men, standard Western business attire (a suit and tie) is generally appropriate. Ensure your attire is well-maintained and has conservative colors, avoiding bright-colored suits.
Greetings
In business settings involving Muslim men, waiting for your male counterpart to extend his hand before shaking hands is customary.
A gentle and lingering handshake is standard. As a sign of respect and courtesy, men should not initiate a handshake with a Muslim woman; instead, they should place their right hand over their heart with a slight nod.
Personally, I shake hands with the vast majority of businessmen I meet in the region, but always allow them to initiate the gesture. Maintaining a respectful distance can help this interaction feel more comfortable and less intimidating for all parties.
Arab women will generally shake hands with other women.
Initial Interactions
Approach first meetings with politeness and genuine interest.
Observing and responding to social cues will be highly valued. Using Arabic greetings like "As-salamu alaykum" (peace be upon you) can be warmly received, though it is not strictly necessary and is not recommended if you are unsure of pronunciation.
#2 Master Hospitality, Gift-Giving, and Communication
Building strong business relationships in Saudi Arabia and the UAE goes beyond initial meetings and delves into shared experiences, thoughtful gestures, and nuanced communication.
Hospitality
Hospitality is a deeply ingrained cultural value.
Upon arrival at a meeting, you will likely be offered Arabic coffee (Qahwa—often lightly roasted and cardamom-spiced) and dates. Graciously accepting these offerings is not just polite but an integral part of the relationship-building process. Refusing can be seen as impolite.
If you host business associates from the region, extending thoughtful hospitality will be appreciated.
This could include offering refreshments and ensuring a comfortable environment. Instead of our egalitarian way of providing refreshments as a “help yourself” approach, have someone offer and serve the refreshments.
Gift-Giving
If you choose to give a gift, the emphasis should be on thoughtfulness rather than monetary value. High-quality items such as fine chocolates (ensure they are alcohol-free), unique crafts from your home region, or books on neutral topics can be well-received.
Always avoid alcohol, pork products, or items with images that could be considered inappropriate.
Gifts are not usually exchanged at the first meeting, as this might be misconstrued. Better timing might be at the conclusion of a successful series of meetings or when a deal is made.
When giving or receiving a gift, use your right hand or both hands; never the left hand alone.
Communication Nuances
Business communication in the region can often be more indirect than the straightforward style typical in the US. Decisions may take time, and a direct "no" might be avoided to maintain harmony. It's essential to be patient and pay close attention to nonverbal cues and what is not explicitly stated.
In initial business interactions, it's best to avoid overly personal questions concerning spousal partners and family members. Allow your counterparts to bring up family topics if they choose, but refrain from initiating these topics yourself.
Focus on professional subjects, shared interests like sports, or positive aspects of their country. Trust is built gradually, and personal disclosures will follow that trust.
The concept of "saving face" (preserving dignity and respect) is paramount. Avoid any actions or words that could cause embarrassment or direct confrontation. Disagreements should be handled with tact and diplomacy, often in private.
#3 Value Time and Build a Relationship
American business meetings can feel frenetic and action-oriented. After all, 'time is money' is often the modus operandi.
This doesn't always translate directly into the business cultures of Saudi Arabia and the UAE. Here, punctuality is appreciated, but building relationships often takes precedence over strict adherence to schedules.
Therefore, while you should always strive to be punctual for meetings, be prepared for a more fluid approach to time from your counterparts.
Meetings may begin later than scheduled, extend longer than anticipated, or include additional attendees who join partway through. This often reflects a relationship-driven culture rather than a lack of respect for your time.
Practically, you should avoid scheduling back-to-back meetings. The most successful business professionals build flexibility into their itineraries. A meeting might extend into an invitation for coffee or a meal, valuable opportunities for further rapport-building.
Rushing these moments can be counterproductive.
Intentional Cultural Connections Matter
As economic ties between the US, Saudi Arabia, and the UAE continue to strengthen, American businesses will undoubtedly benefit.
However, capitalizing on these prospects requires more than a solid business plan; it demands a genuine commitment to understanding and respecting the local culture.
At The Protocol School of Washington, we specialize in equipping individuals and organizations with the cross-cultural knowledge and protocol skills essential for thriving globally.
Engaging respectfully and knowledgeably allows you to achieve your business objectives and foster enduring partnerships built on mutual understanding.