For the past 18 months, the world has been gripped with uncertainty as we navigate through the COVID-19 pandemic. While many countries have seen severe social and economic downturns, some nations have experienced unprecedented growth.
According to the influential FutureBrand’s Country Index 2020, global confidence in the Middle East is actually increasing despite the pandemic. The United Arabic Emirates has enjoyed a huge jump of seven places, rising from 16th spot in 2019 to a prestigious 9th in 2020.
How exactly did UAE achieve this rapid jump? A tri-pronged approach, which is outlined below.
1) Strong Economic Sector
Despite the challenges of COVID-19, UAE has remained committed to supporting its economy, with the business-friendly RAK (Ras al Khaimah) leading the way. How? With a unique and innovative Free Trade Zone, established in 2000. The Free Trade Zone eliminates the major barriers to international business and trade by removing unnecessary red tape, such as taxes, tariffs and quotas that might discourage foreign settlement and investment. This scheme has assisted the UAE in injecting much needed funds into the country during tumultuous pandemic times.
Other popular emirates, such as Dubai and Abu Dhabi, aren’t simply known as business-friendly locations, but also as luxurious holiday destinations. Sporting decadent hotels, breath-taking views and some of the most highly regarded customer service in the world, these wealthy Emirates help to showcase UAE’s global influence and increase stakeholder confidence in the region.
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2) Deft Handling of COVID-19
The COVID-19 pandemic has shone a spotlight on our world leaders and their ability to take action in times of crisis. While some countries, such as The United Kingdom, have been heavily criticised for a ‘too little, too late’ approach, the UAE has been praised by citizens and onlookers alike for its deft handling of the outbreak.
Mona Khalil, the UAE’s community sector spokesperson has explained that the country’s action plan involved developing robust moral and psychological support services to keep communities safe but cohesive. This included rolling out home vaccination programmes and the telehealth service, Doctor for Every Citizen, which provided 83,000 virtual consults last year. Khalil also credits government initiatives to compensate small businesses impacted by the pandemic.
3) Transport and Infrastructure
UAE has continued to improve transport and infrastructure through the country during the pandemic, ensuring that it will remain a favoured international business and holiday destination when borders re-open.
The Roads and Transport Authority in Dubai is of particular note: focused on future planning and sustainability, the initiative has dramatically improved urban living and cites the Dubai Metro as a prime example. Dubai Metro currently boasts a 99.7% punctuality rate and a commendable 80% score in the UK Office of Rail & Road’s safety and security assessment. Other improvements include lower waiting times for taxis and a ferry service between Dubai and Sharjah.
While other nations have floundered during COVID-19, the UAE continues to rise on the global stage, wowing the world with the rate of its social, economic and technological growth.
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