The Middle East offers a treasure trove of opportunities for businesses seeking to expand into new markets. While the oil and gas industries have historically dominated the region, recent shifts have opened up exciting prospects in new sectors.
Increasing openness to foreign investment, along with streamlined regulations in some countries, has created a favorable environment for innovation and new industries. Businesses investing in the region can reap substantial rewards. For instance:
- The Gulf region saw a striking 214% increase in cross-border online sales year-on-year in 2020.
- Emerging sectors include technology, fintech, luxury goods, automobiles, and e-commerce.
- Consumer spending in the Middle East and North Africa (MENA) is projected to reach an impressive $62 trillion by 2025.
To thrive in this diverse and culturally rich region, businesses need translation, interpretation, and cultural adaptation services specifically tailored for their target Middle Eastern markets.
These services are crucial not just for engaging with consumers but also for interacting with business partners. As David O’Sullivan, Managing Director, MENA, at Astound Commerce observed, “Businesses are keen to see that you have a physical footprint in the Middle East and have Arabic collateral to support your business activities. In addition, many legal and procurement departments request bilingual contracts; having these ready is valuable.”
In this comprehensive guide, our experts will help you navigate the complexities of doing business in the Middle East by providing valuable insights into the rich tapestry of language and culture that shapes decision-making, communication, and relationships in this region. Read on for a guided tour of the region's largest and most dynamic economies and a deep dive into their languages and cultures.
Languages of the Middle East
The Middle East is a diverse region. Many of the countries in this region have much in common, but each also has unique linguistic and cultural characteristics to consider. Let's take a look at the most common Middle Eastern languages and what your business needs to know about each one.
Arabic
Arabic, with its 360 million native speakers globally, is the most widely spoken language in the MENA region and the sixth most spoken language in the world. It is also one of the six official languages of the United Nations.
Modern Standard Arabic (MSA) is the standardized version. It’s generally taught in schools and used in regional publications. As a result, Arabic speakers from various regions are able to understand it easily.
However, vernacular dialects may vary significantly depending on the region or country, to the point of being mutually unintelligible. This matters for businesses seeking to effectively communicate with their target audience through marketing or advertising campaigns. MSA is the right choice for many situations, but in others, it will be more effective to use the local dialect.
Similarly, accurate interpretation services may also require specialized knowledge of these diverse dialects.
Another consideration when working with the Arabic language is its directionality; unlike many languages that are written left-to-right, Arabic is written right-to-left. Documents, websites, apps, and software interfaces may need modification to accommodate this.
Navigating these nuances can be challenging for businesses looking to expand their global reach. This is where our team of experts comes into play: we help you communicate your message effectively to your target audience.
Turkish
Turkish is spoken by approximately 80-90 million people worldwide, mostly in Turkey and Cyprus. It’s the 13th most-spoken language in the world. If you’re working in the Turkish market or working with Turkish partners, you’ll need a language services provider who is knowledgeable about the language and culture.
Turkish has some unique characteristics that can make translation challenging. For example, it’s an agglutinative language, so it often forms long compound words. This can pose formatting challenges when translating to and from English.
Another potential issue arises with the lowercase "i" in English, which may incorrectly map to uppercase "I" in Turkish when using commonly-used desktop publishing software. To avoid these pitfalls, seek out a language service provider with desktop publishing (DTP) staff on hand to review and correct any discrepancies.
The Turkish language offers a wide variety of choices when it comes to tone and style. This makes glossaries and style guides essential to ensuring a consistent brand voice. If you need help developing these assets, our team of experts is here to assist you in crafting tailored resources that reflect your brand's unique voice and style.
Hebrew
Over 5 million native speakers worldwide speak the Hebrew language. As the official language of Israel, it plays a vital role in both everyday communication and religious contexts. Like Arabic, Hebrew is written right-to-left, which often presents formatting challenges when it comes to translation and localization projects.
Farsi/Persian
The Persian language, also known as Farsi, is the official language of Iran and has over 110 million speakers worldwide.
There are three main varieties of Persian: Iranian, Dari, and Tajik, all of which are mutually intelligible and spoken in Iran and several other countries across different regions of the Middle East and Central Asia. It’s written right-to-left, a feature shared with other regional languages like Arabic and Hebrew.
Other Languages in the Middle East
The Middle East is a diverse region with many languages spoken. Depending on the situation, businesses may need to add other languages to the mix aside from the four most common ones listed above.
For instance, millions of people in Iran, Iraq, Turkey, and Syria speak Kurdish as their first language. There are also many migrant workers in the Gulf who speak languages such as Urdu, Hindi, Tagalog, and Amharic. In some countries, migrant workers outnumber native-born citizens.
To effectively operate in these markets, it's essential to have experts who understand the languages, culture, and situation on the ground.
The Top Economies in the Middle East (and What You Need to Know to Succeed in Them)
Let’s zoom in on some of the most attractive places to do business in the Middle East to learn more about the opportunities they present and the linguistic and cultural challenges you may face as you expand your business there.
Doing Business in Turkey: A Guide to Language and Culture
Turkey is a transcontinental country, straddling Southeast Europe and Western Asia. Due to its strategic location, it’s considered a gateway between East and West, with exciting prospects for global enterprises.
Despite current economic challenges, Turkey still boasts the largest economy in the Middle East. After accounting for inflation, the gross domestic product rose by 5.6 percent in 2022 thanks to rising consumer spending.
Compared to other countries in Europe, Turkey also has the youngest and fastest-growing population. This makes it an attractive market for businesses looking to expand, as the demographic shift fuels economic growth and creates new demand in the consumer goods, energy, and transport sectors.
Translating and Interpreting for the Turkish Market
Approximately 90% of the population speaks Turkish. It’s the sole official language, and it serves as the main language of communication. However, there are regional dialects to consider, and Kurdish and Arabic are also spoken in some regions.
Context is key; organizations need to understand the communities they’re addressing along with relevant regulations so they can translate content and offer language access accordingly.
For successful marketing and communication, cultural adaptation should be top-of-mind. Although Turkey is a secular nation, Islam still heavily influences society.
As a result, businesses need to acknowledge and respect local customs when crafting messages or designing and promoting products. For instance, take the example of Minecraft, a game that is widely considered appropriate for children in the United States. Turkey's Family and Social Policy Ministry deemed it too violent for their market and requested modifications.
Our team is here to help with expert advice on cultural adaptation and localization for the Turkish market.
Doing Business in the United Arab Emirates
The United Arab Emirates (UAE) is the largest consumer market in the Middle East and one of the world's wealthiest countries. With its growing economy and business-friendly "free zones" specifically designed to attract foreign investment, the UAE has become a magnet for entrepreneurs and business owners alike.
Historically, the nation has been reliant on oil as its primary economic driver. However, in recent years, the UAE has moved to diversify its economy, with a focus on renewable energy, tourism, aviation, re-export commerce, telecommunications, and technology. This multi-faceted approach has created numerous opportunities for businesses to thrive and grow within its borders.
Translating and Interpreting for the UAE: Bridging the Gap for a Diverse Workforce
Arabic is the official language of the UAE and the native language of almost all citizens. However, English serves as a common language for business, and the UAE’s reliance on foreign workers has created a diverse linguistic landscape with some unique challenges.
- 80% of the UAE's population and 90% of its workforce are foreign workers.
- These expats bring with them a mix of languages.
- There are no precise figures for the languages these workers speak, but the most common include Russian, Hindi, Farsi, Urdu, Tagalog and Malayalam.
- Dubai has become a magnet for Russians who wish to avoid the conflict in Ukraine.
With such a diverse linguistic background within the UAE workforce, communication barriers - particularly in crucial moments like crises or emergencies - can arise among those who don't speak English or Arabic. Interpreters and translation services play a vital role in bridging that gap to ensure information is accessible to everyone.
When adapting products or services to cater to this multinational market, remember that cultural factors play a significant role in influencing consumer behavior in the UAE.
Brand loyalty is high among consumers, who place great importance on quality. However, religion and traditional values are also important factors. While society as a whole is male-dominated, women influence 80% of purchasing decisions.
When it comes to cultural adaptation, UAE citizens aren’t the only potential target market to keep in mind. With such a large expat population, niche marketing strategies focusing on specific expat groups have met considerable success.
Understanding your audience’s background and addressing their specific linguistic needs are crucial to winning in this marketplace. Our team is here to help foster smooth communication and make your efforts a success.
Doing Business in Saudi Arabia
Saudi Arabia, the second-largest economy in the Middle East after Turkey, offers a lucrative opportunity for businesses looking to expand in the region. As with other Gulf countries, the oil and gas industries have historically fueled economic growth here. However, the government is currently diversifying its major industries through the Saudi Vision 2030 program, with a focus on technology in general and fintech in particular.
While the legal environment can be complex, it's improving, as the government has lifted restrictions on foreign businesses in a number of industries. Developing relationships with trusted local partners remains crucial for success in the country.
Translation and Interpreting for the Saudi Arabian Market
Arabic may be the official language, but English is also widely used in business settings.
Additionally, guest workers dominate the workforce here, as they do in the UAE. Here’s how that looks in Saudi Arabia:
- 75% of workers in Saudi Arabia are foreigners.
- This diverse workforce brings a variety of languages into the mix, including Urdu, Bengali, Hindi, Tagalog, Rohingya, and many others.
- To succeed in this linguistically rich environment, your business will need expert translation and interpreting services to bridge any communication gaps.
Adapting your brand to resonate with the Saudi market means incorporating respect for Islam as well as local values and customs. Saudi consumers tend to have high power distance (meaning they show a strong respect for authority) and exhibit strong collectivism. Tailoring your branding and content with these cultural factors in mind will increase your success.
For multinational brands, these conservative views present a special challenge, as you must strike a delicate balance between respecting local beliefs and maintaining your brand's global values. For example, in IKEA's 2012 catalog incident, women were completely absent from the company's catalog for Saudi Arabia, and the brand received global criticism as a result.
Our team is here to ensure that your communication efforts align with local culture for maximum impact. Partner with us as you make your mark in the Saudi Arabian market – we'll work together to find the perfect blend of global branding and cultural adaptation.
Doing Business in Egypt
Egypt’s rapidly growing economy is one of the largest in the Middle East. However, high inflation and the impact of the war in Ukraine have hit the country hard in recent months.
Despite these hurdles, the Egyptian government has taken a proactive approach by agreeing to privatize more sectors of Egypt’s economy in the coming years. Due to the crisis, the government has also become more welcoming of foreign companies expanding into Egypt.
Major industries include tourism, textile production, food processing, hydrocarbons, chemicals, pharmaceuticals, construction, cement and metal production, and manufacturing.
Collaborating with local experts will help your organization successfully navigate Egypt's unique business landscape. Our team is here to support you by refining your communication strategies and ensuring your message resonates with both locals and international partners alike.
Translation and Interpreting for the Egyptian Market
Egypt's official language is Modern Standard Arabic (MSA). However, most people converse in Egyptian Arabic, a distinct dialect. While MSA dominates in formal settings, Egyptian Arabic is more common in everyday interactions, newspapers, and advertising.
English is taught in schools, and many educated Egyptians speak it. In fact, you'll often see signs that are bilingual, displaying both Arabic and English.
That being said, if your business requires dealing with government services, be prepared to navigate official portals that only accept Arabic communications. From tax and customs to social insurance requirements, all government institutions demand fluency in Arabic for smooth transactions.
Aside from language, there’s another aspect of entering the Egyptian market: cultural adaptation. Like many countries across the Middle East, Egypt has a deeply rooted culture that leans toward conservatism and is heavily influenced by Islam. To establish an effective presence here, companies must engage respectfully and demonstrate a keen understanding of their target audience's preferences.
Other Middle Eastern Countries: Spotlight on the Gulf
The list above is by no means an exhaustive list of the opportunities that exist for businesses in the Middle East. The smaller Gulf states, including Qatar, Kuwait, Bahrain, and Oman, also offer tremendous growth potential for businesses seeking to expand into this part of the world.
There are some key similarities between these countries (as well as Saudi Arabia and the United Arab Emirates) that businesses should understand as they plan their strategies:
- Arabic is the primary language spoken in all Gulf states, with variations of dialects across the region. The Gulf Arabic dialect is widely spoken and understood throughout the region.
- English is also widely spoken, but it is important to have materials available in Arabic as well.
- Some Gulf countries rely heavily on foreign guest workers, who bring their own languages and cultures with them. Besides the UAE and Saudi Arabia, guest workers are the majority of the workforce in Kuwait, Oman, and Qatar.
- Cultural adaptation should respect not only religion and values but also cultural nuances and customs related to language and communication. For instance, unlike in Western cultures, a direct, to-the-point communication style may come across as impolite. Businesses must understand local communication styles and customs to ensure that they are communicating effectively and respectfully.
Entering Middle Eastern Markets: How Technology Can Help
Modern technological advancements have made language barriers easier to overcome than ever before. Translation management systems (TMS), computer-assisted translation (CAT), and machine translation (MT) have accelerated and streamlined the translation process for global businesses. These tools support fast and efficient workflows for requesting translations and managing projects, as well as providing rough machine translations for translators to edit.
However, despite technological innovations, human expertise remains invaluable. Machine translation has improved by leaps and bounds, but it’s not error-free. In business, when every word matters, a team of human experts is still required to oversee the process, ensuring quality and cultural alignment. Familiarity with local customs is essential for successfully engaging potential clients and partners in new territories.
Technology also bridges language barriers through interpretation services, enabling real-time communication like never before. Tools such as video remote interpretation (VRI), remote simultaneous interpretation (RSI), and over-the-phone interpretation (OPI) make interpretation more accessible and affordable while improving the overall experience.
360 Smart Lingo recognizes the significance of balancing human expertise with cutting-edge technology to deliver outstanding language services. Human-led and technology-empowered, we equip skilled linguists with advanced tools for seamless interactions in Middle Eastern markets.
360 Smart Lingo- Your Bridge to the Middle East/MENA Region
Expanding your business into the Middle East is exciting, yet challenging. To gain traction in these markets, you need a reliable partner who understands the linguistic and cultural nuances of the area. That's where 360 Smart Lingo comes in – your bridge to this dynamic and thriving region.
At 360SmartLingo, we pride ourselves on our expansive, ever-growing network of language experts who are dedicated to addressing all your language needs. Our team's proficiency in navigating the unique linguistic landscape of the Middle East and North Africa is designed to maximize your business success in these regions. Our holistic approach extends beyond simply finding linguists. We also invest in training our talent to ensure that they stay ahead of the curve and can confidently tackle any assignment that comes their way.
Our experts are the stars of the show, but we equip them with the latest and best technological tools to ensure quick, high-quality work and seamless communication.
As seasoned MENA language communication specialists, we recognize the importance of customizing solutions for businesses entering this region - a crucial aspect that sets us apart from the competition. For brands already established in the Middle East looking to explore new territories, we can provide a strong foundation for growth and expansion.