In Saudi Arabia, the handshake still matters more than the headline
- AEI Saudi
- Jul 2
- 4 min read
Updated: Jul 4
That’s why at AEI, we invest in events—not just as networking moments, but as strategic tools for long-term success.
At AEI, we don’t just help businesses set up in Saudi Arabia—we look to bring them together. Events, for us, aren’t an afterthought—they’re a strategic necessity. As Saudi Arabia accelerates toward Vision 2030, face-to-face interaction remains one of the most powerful tools for success.
Over the past few years, we’ve had the privilege of hosting and attending dozens of events across the Kingdom and internationally, from intimate networking lunches in Riyadh to high-energy panels across the globe. But these gatherings are never just about showcasing AEI. They’re about driving connection and forging relationships—because in Saudi Arabia, business doesn’t start with a contract. It starts with a conversation.
In a Relationship-First Ecosystem, Presence is Everything
For those who have travelled to KSA, they will know how integral relationship-building is in the Kingdom and the region. In a market developing as quickly as KSA—with the high stakes of the Vision 2030 roadmap—transformation is being driven at both national and grassroots levels. The path to doing business successfully is not transactional. It’s relational.
As Exhibition Season Ends, a Reminder to Stay Present
As we move into the summer months and with the exhibition season drawing to a close, it’s a good moment to reflect on the importance of being present in the Kingdom—not just physically, but meaningfully. The momentum of the past few months, from major expos to industry-specific gatherings, has been extraordinary.
But the real value lies in what comes next.
Whether you're just beginning your Saudi journey or deep into local delivery, consistent presence and knowledge sharing remain critical. Every event, every introduction, every shared challenge adds to a broader understanding of how to navigate, contribute to, and ultimately succeed in this market. Especially with the ever-changing regulatory environment, it’s always better to learn of changes firsthand.
Saudi Arabia rewards those who commit and don’t commute—not just with licenses and contracts, but with insights, access, and trust.
Events as Strategy, Not Just Hospitality
Every event we host is rooted in a simple idea: that business in Saudi Arabia is powered by people, not just policy.
When an international business visits and sits with KSA counterparts or prospects, over a shared coffee or dinner, is where an initial business lead may be formed—not in the PowerPoint decks. But the real business gets done in the follow-up coffees, WhatsApp exchanges, and mutual problem-solving thereafter.
Take a recent AEI-hosted dinner in Riyadh: one global tech company left with two new local partners, a clear roadmap for procurement, and an accelerated pilot opportunity. That’s the power of presence.
We say repeatedly at AEI: to succeed in Saudi, you need to be present. We’ve seen time and again that the companies who invest in building human connections on the ground—who show up, who listen, who stay—are the ones that thrive.
The Saudi Context: A Relationship-First Ecosystem
Saudi Arabia is a market unlike any other. The government’s Vision 2030 has unlocked unprecedented opportunities, but navigating it requires more than compliance and capital. It requires credibility and presence.
That’s why we keep saying: there’s no substitute for being in the room.
Whether it’s the nuance of regulatory changes, the pace of decision-making, or simply understanding the pulse of the market—it’s all better understood face-to-face. And Saudi stakeholders, whether public or private, value consistency and trust over one-off engagements. This is a relationship-first ecosystem, and building trust takes time.
AEI as a Platform for Community
From day one, AEI has positioned itself not just as a consultancy, but as a connector. Our events are designed to create space for conversation—between foreign investors and implementers, between global companies and local talent, between those curious about the market and those deep in the trenches of delivery.
As our CEO Stuart D’Souza says, “We are incredibly fortunate to sit at the crossroads of foreign businesses supporting the Kingdom’s transformation.”
That vantage point gives us a unique responsibility. We don’t take it lightly. Our role is not only to advise but to convene. And in a region where who you know and how you show up matters just as much as what you do, bringing people together becomes part of the business model.
Events with Intent
We’ve never believed in events for the sake of optics. Each gathering we curate is anchored in a real need—whether that’s unpacking tax implications for U.S. firms, highlighting the scale-up stories of companies succeeding in Riyadh, or demystifying logistics licenses for entertainment companies coming to the Kingdom for the first time.
Here’s what makes the difference:
Relevance: Our events are shaped by what clients are asking, not just what’s trending.
Representation: We actively mix local voices with foreign firms to spark more balanced conversations.
Reality: We dive into best practice advice to offer actionable insights—checklists, timelines, delays and even introductions.
The Takeaway: It’s Not a Side Project—It’s the Work
At AEI, our events and the ones we attend are not just brand exercises. They’re how we operate. They are how we stay connected to the pulse of the market, how we learn from the ecosystem, and how we keep showing up for the businesses we support.
So, whether you’re a multinational looking to expand into Saudi, a scale-up seeking your first client in Riyadh, or a cultural producer trying to stage your first show in the Kingdom—chances are we’ve spoken to someone who’s been in your position or know how we can help.
Remember our 6Ps of doing business in Saudi:
Patience – This is not a quick win market, neither is the system.
Presence – Relationships, boots on the ground, incorporation, Scale.
Partner – What are my options? Remain 100% owned if possible.
Payment – Understand procurement process, remain cash positive if possible.
Planning – Licence, Structure, Capital requirement, Saudization, Tax.
Preconceptions – Vision 2030 is for Saudis.
Want to join us in the room? Explore our upcoming AEI events or reach out to learn how we can support your journey in the Kingdom.
Because in Saudi Arabia, business doesn’t start with a contract. It starts with a conversation.
Ross Melia - Head of Consultancy
