Contact Us 
One day, one market, many new perspectives: Saudi Arabia Day at the ICS focused on a kingdom in transition and what these changes mean for companies seeking to do successful business in Saudi Arabia and the Gulf states. Together with culture and Middle East expert Dr. Gabi Kratochwil, we examined social developments, cultural characteristics, and business practices in one of the most dynamic markets in the Gulf region.
Business Breakfast: Female Empowerment, Change, and Real Insights
The event kicked off with the business breakfast “Saudi Arabia 2026 – Between Tradition and Transformation.” The morning discussion focused on personal insights into the “new Arab world.” Dr. Gabi Kratochwil, Managing Director of CrossCultures, published author, and long-standing expert on the Gulf region, provided a critical and well-founded look at the role of women in the current transformation process and shared insights into developments over recent years. Change is noticeable in many areas, yet traditions and cultural frameworks remain important factors in business life. Companies must therefore assess these changes carefully and avoid viewing the market solely through a European lens.
Export Academy: Intercultural Competence as a Success Factor
In the afternoon, the knowledge gained was put into practice at the Export Academy session “Intercultural Management in the Gulf States: Focus on Saudi Arabia.” As dynamic as the GCC economies are, business culture, communication, and decision-making processes can differ fundamentally from European standards.
How do decision-making processes work? What role do personal relationships play? What should be considered in negotiations and communication? Using concrete examples and case studies, participants worked out how to prepare specifically for business meetings, projects, and partnerships in the Gulf region. One key takeaway from the day: market knowledge opens doors – cultural understanding helps keep them open in the long run.
Your Next Step Toward Saudi Arabia
Are you planning to enter the market, looking for business contacts, or exploring opportunities for your company? The ICS’s Saudi Arabia country focus brings together market information, events, and concrete support services for Styrian businesses.
