Opening the window to Gulf opportunities

Looking to learn more about opportunities for Kiwi export businesses in the Gulf States? Tony Martin provides a quicker taster ahead of the Gulf Opportunities Showcase New Zealand roadshow.

As most exporters know, it takes time and money to build relationships, and if you’re going to commit those kinds of resources you need to be certain you have the right market – one with the size, access and potential necessary to give your investment the best chance of success. Wealthy, strategically located between Asia, Africa and Europe and with two-way trade standing at NZ $4.3 billion, the Gulf States present just such an opportunity for New Zealand companies.

A global hub

One of the most tempting reasons to get involved in the Gulf is of course its growth. Fifty years ago Dubai was a sleepy fishing village, roughly the same size as Palmerston North is today. Now it’s a thriving global metropolis, home to 2.5 million people, with more than 200 nationalities represented. The pace of change is accelerating in the region – both physical, like massive investment in infrastructure and transportation, and social, including the liberalisation of local markets, a booming tourism sector and the opening up of Saudi Arabia to foreign investment. Added to which, the region has also committed to reducing its dependence on fossil fuels, replacing it with the kind of technologically advanced and sustainable industries New Zealand is known for.

“The Gulf makes an ideal logistics hub, particularly for accessing the growing markets of North Africa, South Asia and India, placing you within a four-hour flight of more than two billion potential customers and eight hours from two-thirds of the world’s population.”

As well as local opportunities, the Gulf also makes an ideal logistics hub, particularly for accessing the growing markets of North Africa, South Asia and India, placing you within a four-hour flight of more than two billion potential customers and eight hours from two-thirds of the world’s population. It doesn’t end there – tax incentives, free zones which enable enterprises to access the region, two huge ports, an international airport ranked as the second busiest in the world, and a number of Kiwis living and working across the region, including 4500 in the UAE alone.

Shared cultural values

New Zealand is well regarded in the Gulf region for being a country that is addressing the challenge of protecting the environment’s natural resources for future generations, while also growing and diversifying its economy. This long term view is just one value New Zealand and Gulf countries have in common. As well as small populations that punch well above their weight on the world stage, both share deep ancestral links and respect for our kaumatua and connection to land and sea. We each embrace a culture of places to discuss, debate and share stories – in this case, the majlis of the Middle East and the wharenui in a marae. Even the traditional Māori greeting of pressing noses in a hongi is similar to a mukhashameh – or nose kiss – in Emirati culture. Then there’s our shared approach to the world, including long-term philosophies of kaitiakitanga, or guardianship, and a belief in our responsibility to safeguard things for future generations. This, plus the extremely positive way New Zealanders are viewed in the region – honest, innovative and ethical, helps Kiwi companies stand out, opening doors beyond those available to other countries.

Expo 2020

One high-profile way to capitalise on the opportunity of the Gulf, is Expo 2020. Considered the Olympics of the business world, Expos are a chance for nations to showcase their capabilities, introducing the world to everything from the Eiffel Tower to the touch screen along the way, and this one is no exception. Running from October 2020 to April 2021, Expo 2020 Dubai is set to be the world’s largest business gathering, with 25 million visitors from 180 countries expected to attend. Thanks to New Zealand’s early participation and prime location in the site’s Sustainability District, it also presents an unmissable opportunity to share our ideas, products and personality with the world, encouraging investment and opening doors for New Zealand companies to build global connections.

For New Zealand companies looking to get involved In Expo 2020 there are several possibilities. First they could supply the event itself, whether through construction, technology, security, F&B or entertainment – with hundreds of millions of dollars allocated by the UAE Government for this and a focus on working with SMEs.  Or, partner with our own national involvement to supply product to the New Zealand Pavilion or through a formal sponsorship arrangement. Alternatively they can take advantage of the enormous opportunities Expo 2020 presents on the ground, including the chance to engage with businesspeople from around the world, present innovations or ideas at seminars, sector specific trade support, ministerial missions, and the chance to introduce themselves – and their brand –  to a new, global audience.

To find out more

To help, NZTE is running a 4-stop road show across the country called the Gulf Opportunities Showcase, where companies can learn about the business environment in the region and hear from speakers who have worked in the Middle East and can offer important insights on life there, including practical tips for business success. To register for these free events visit: gulfshowcase.co.nz

Tony Martin is NZTE Regional Director for the Middle East, India and Africa. NZTE is New Zealand’s international business development agency. Its role is to help New Zealand businesses grow bigger, better and faster through trade and investment. Through its global network of 46 offices, NZTE connects New Zealand businesses with the world, sharing opportunities, knowledge, experience and networks. For more information, visit http://www.nzte.govt.nz