To begin with a brief introduction, my name is Sergio Sousa and I’m currently the Group CEO for Asmara Holdings, a family group with deep roots in Africa. Our business portfolio is quite diversified, spanning retail, FMCG manufacturing, commodities trading, and real estate/hospitality across several countries.

Regarding my motivation to join the Portuguese Business Council in Dubai as a Board Advisor, I am inspired by the opportunity to share my years of experience working in various geographies outside Portugal. My goal is to support the development of Portuguese businesses in the UAE and vice-versa, to see our country more actively represented in this market, and to provide guidance to fellow Portuguese who are considering exploring opportunities here.

From my perspective, the biggest opportunities for Portuguese businesses in the UAE and the wider region lie in new technologies and renewable energies, where Portugal excels thanks to its talented minds. There is also great potential for premium FMCG products associated with Portugal, such as olive oil, canned fish, confectionary, sauces, and wines. Additionally, technologies related to agriculture and food security, as well as innovative construction materials like cork for heat insulation, present promising prospects.

My advice to Portuguese entrepreneurs or companies looking to expand into the UAE is to conduct thorough market research and visit the region to better understand its dynamics and local requirements. The competition here is intense, and a well-defined strategy coupled with persistent follow-up is essential. Patience and resilience are key—do not expect to turn a profit in the first year, so plan your finances accordingly. It’s important to remember that not everything that shines is gold.

In my view, the Portuguese Business Council can play a vital role as a privileged interlocutor, facilitating business relations between Portugal and the UAE. It’s a two-way street—not only can the Council assist Portuguese businesses entering the UAE, but it can also support UAE businesses looking to invest in Portugal. Moreover, the Council could develop a pool of Portuguese talent ready to work in the UAE.

Looking ahead, I believe sectors such as technology, renewable energies, agriculture, food security, and innovative construction materials will shape the future of business between Portugal and the Middle East.

Finally, for professionals seeking to build an international career, my advice is to carefully consider all aspects of how such a move will impact your life. It’s not just about financial compensation; the challenges often lie in family, distance, and cultural adaptation. I’ve been fortunate to have my core family with me throughout my journey, which made things easier. Now, our children have spread their wings and benefited from the multi-cultural environment of the UAE. One last piece of advice: avoid comparisons with Portugal. Embrace differences and adapt—it makes life much easier.