Please briefly introduce yourself and your current professional role.

My name is Delfim dos Santos, and I am proud to be Portuguese while calling the incredible city of Dubai my home now. I hold a BSc in Electrical Engineering and a postgraduate degree in Marketing. As Managing Director and Senior Advisor in Retail Strategy and Consulting, I partner with multiple global retailers and FMCG leaders across the GCC and international markets, drawing on over 20 years of executive experience.

What motivated you to join the Portuguese Business Council in Dubai as a Board Advisor?

It is an honor to serve as Board Advisor for the Portuguese Business Council in Dubai. This unique forum strengthens business ties between Dubai and Portugal, positioning us at the forefront of future opportunities. I am eager to share my deep expertise in Retail and FMCG, gained from leading multinationals in both regions, to help Emirati and Portuguese businesses unlock their immense potential together.

From your perspective, what are the biggest opportunities for Portuguese businesses in the UAE and the wider region?

The GCC is the world’s new growth engine, boasting six times Portugal’s population, twenty times our GDP, and 5% annual growth. We import 80% of our food, yet only 1–2% of Portugal’s exports reach here, leaving a gigantic opportunity. Portuguese excellence shines in agri-food, renewables and sustainable tech, digital innovation, furniture, textiles, pharma, and more. Beyond products, knowledge sharing, training, and coaching offer high-value wins, backed by our world-class talent, premium quality, and competitive costs.

What advice would you give to Portuguese entrepreneurs or companies looking to expand into the UAE?

Plan strategically. Avoid chasing quick wins in these highly competitive markets. Success demands understanding local dynamics, knowing your customer, crafting a unique value proposition, and committing long-term investment. The UAE’s ecosystem is world-class, optimized for business growth with seamless setup and support. Bring stamina, vision, and determination. This is the formula to thrive in this enabling environment.

In your view, what role can the Portuguese Business Council play in strengthening business relations between Portugal and Dubai?

Entering a new market means navigating unknowns: partners, compliance, setup. The Portuguese Business Council bridges this gap, connecting Portuguese firms with trusted local entities for end-to-end support. It is a bilateral powerhouse, equally vital for Emirati companies eyeing Portugal, fostering trust, collaboration, and accelerated growth.

Looking ahead, what trends or sectors do you believe will shape the future of business between Portugal and the Middle East?

The next decade will deliver tenfold trade growth as Portugal and the UAE align on high-potential sectors: Digital, Tech, and Fintech; Agri-Food, especially food tech and modern farming; Healthcare and Pharma; and Renewables and Clean Energy. These synergies will drive innovation, sustainability, and mutual prosperity.

Finally, could you share one piece of advice for professionals who want to build an international career?

An international career is a transformative life choice impacting you and your family, stepping beyond comfort zones for unparalleled rewards. Treat it as a family adventure, not a short-term move. Financial gains aside, it builds knowledge, experiences, friendships, and horizons that change you forever.

As Portuguese, we carry the DNA of explorers. Embrace it with courage and you’ll discover rewards beyond imagination.