To borrow the phrase of the moment, Dubai is so hot right now. Even in the ‘cooler’ months of November to June it will bask in temperatures that can climb into the high 20s, while in summer the mercury will consistently top 40 degrees. But the heat in Dubai isn’t just limited to its climatic extreme. Business in the Emirate isn’t so much enjoying its day in the sun as a sustained heatwave. Once an outpost of the Middle East, Dubai has transformed into the hub of the region.
While its growth spurt in the 1960s was largely thanks to the discovery of vast oil reserves, it has since matured and diversified – boasting the biggest per capita spend in the world on construction and a surfeit of opportunities in the hotel, food, leisure and IT industries. It doesn’t all come easily though. The high mix of expats and competition from Europe, Asia and the US make it more a slow burn than conflagration when it comes to getting your business up and running, but once established the rewards can be sweet.
“At times you do question how long the building boom has to go, but I was there in March and I was flabbergasted by the extent that infrastructure works were still going on,” says David Perry, director of Melbourne-based specialised engineering and construction firm Structural Systems.
Starting operations in Dubai a decade ago off the back of a joint project on the Emirates Tower with Multiplex, Structural Systems has gone on to play key roles in the construction of more than 45 bridges and 100 multi-storey buildings in the United Arab Emirates. Its success is built around a strong name, a reputation for delivering the goods and strategic partnerships, but Perry makes it clear his industry is just the tip of an iceberg not about to melt anytime soon.
“The construction industry is a big multiplier in terms of its spin-off effects for other industries,” he says. “It may be at the hub, but there’s a lot more to Dubai.”
James Wyndham, who works in commercial operations with the Australian Consulate in Dubai, says the process is evolutionary. “It’s like there is this amazing building and then the question is ‘how do we run it and how do we manage it effectively?’,” he says.
This broadens into the need for training and facilitation, occupational health and safety professionals, maintenance and cleaning and experts in IT. Add food and beverage and after market automotive and marine and Dubai seems like an oasis in the desert. But Wyndham also urges caution.
“Dubai is one of the most competitive markets in the world. It’s important not to get into a price-led battle. Australians can build a reputation on quality and service and it is important to differentiate that heavily.”
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