In conversation with Veronica Dawson, International Growth Adviser. Estimated Reading Time: 4-6 mins Date: 14th September 2026
In-Depth with GM Business Growth Hub - A series of longer reads from the Hub, designed to give you comprehensive industry insights. More words, more knowledge.
The United Arab Emirates continues to be one of the most attractive international growth destinations for UK businesses. As a global trading hub linking Europe, Asia and Africa, it offers access to a wealthy domestic market, ambitious government-led investment programmes and a business-friendly environment designed to attract international companies.
For Greater Manchester businesses considering expansion into the Gulf region, the UAE is often the natural starting point.
Few people know the market better than Veronica Dawson, International Growth Adviser at the GM Business Growth Hub. With more than 30 years of experience in international trade across the public and private sectors, Veronica has supported everyone from sole traders and start-ups to multi-million-pound enterprises in building achievable international growth plans. Beyond the many individual businesses she has helped succeed in the region, she has led four UK-wide trade mission delegations to the UAE – bringing together more than 100 UK businesses and connecting them with key buyers, critical stakeholders and live opportunities in-market.
We sat down with her to answer the six questions she hears most often from Greater Manchester businesses exploring the market.
1. For a Greater Manchester business eyeing the UAE, what's the single biggest opportunity right now?
"The UAE's ongoing investment in economic diversification and future-focused industries offers great opportunities. It has invested heavily in sectors such as advanced manufacturing, clean technologies, digital services, life sciences, infrastructure, logistics and smart cities. Major government initiatives, combined with rapid population growth and significant private sector investment, are creating demand for innovative products and services from overseas suppliers.
"Waste management is a quickly growing sector, and one that offers great opportunities not just in the UAE but across the wider region.
"And of course, the UK-GCC Trade Deal offers extensive benefits for UK businesses, removing tariffs on up to 93% of British-produced goods over the next 10 years. The agreement also focuses on making it significantly easier for UK companies who trade in services."
Full details of the agreement are available on gov.uk.
2. What's one thing that surprises people about doing business in this market?
"How much the market is driven by relationships. Many businesses assume that because the UAE is highly modern, digital and internationally focused, business decisions happen quickly and purely on commercial terms. In reality, personal relationships and trust remain hugely important.
"Face-to-face meetings, regular engagement and demonstrating a long-term commitment to the market often carry significant weight. Business can move very quickly once trust is established – but that trust usually needs to be built first."
3. What's the most common mistake businesses make when they first enter the region – or overseas markets in general?
"Assuming that success at home automatically translates into success overseas.
"Many companies underestimate the amount of market research, preparation and localisation required. They often focus on finding a distributor or making sales immediately, rather than validating demand, understanding customer requirements and developing a clear market entry strategy.
"The most successful businesses take the time to understand the competitive landscape, pricing expectations, regulatory requirements and route-to-market options before committing significant resources.”
Veronica Dawson
4. If a business had six months to test the UAE, what would you tell them to do first?
"Research your potential customer base!
"Spend the first phase understanding the market. Identify target sectors, engage with potential customers and partners, attend relevant trade events and arrange meetings with stakeholders who can provide insight into how business is conducted locally. Review any regulatory or compliance requirements that may apply to your products or services. This helps ensure that the opportunities you identify are genuinely achievable.
"Also consider the impact of In-Country Value (ICV) – your contribution to this initiative will have a serious impact on your success in the Emirates. An ICV certificate is not legally mandatory for all businesses operating in the UAE, but it is effectively required if you want to win government, semi-government or major strategic partner contracts."
You can learn more about ICV on the UAE Ministry of Industry and Advanced Technology website.
5. With your experience in chemicals and infrastructure, what should businesses in those sectors know about this market?
"The scale of infrastructure investment remains significant. Across transport, logistics, energy, water, construction and urban development, there is continued demand for innovative solutions that improve efficiency, sustainability and operational performance – and contribute to the UAE's commitment to net zero emissions by 2050.
"For chemical manufacturers and suppliers, regulatory compliance, product certification and technical credibility are critical. Buyers want confidence in quality, safety and reliable supply. Sustainability is also becoming increasingly important, with growing emphasis on environmentally responsible materials, circular economy principles and carbon reduction initiatives.
"In both sectors, success usually comes from demonstrating technical expertise, building trusted relationships and establishing a long-term presence in the market."
6. And finally – what would you say to a Greater Manchester business wondering whether the UAE is right for them?
"The UAE remains one of the most accessible and dynamic international markets for ambitious UK businesses. Companies that take the time to understand the market, build relationships and develop a clear strategy are well positioned to benefit from the substantial opportunities available across a wide range of sectors.
Veronica Dawson
Thinking about the UAE
Or not sure where to start? Get in touch and to speak to Veronica or the International Trade Services team at the GM Business Growth Hub.
About Veronica Dawson:
Veronica is an International Growth Adviser at the GM Business Growth Hub, bringing more than 30 years of experience in international trade across both the public and private sectors. Having supported organisations ranging from sole traders and start-ups to multi-million-pound enterprises across a wide range of sectors, she has developed extensive expertise in international strategy, market selection, regulatory compliance and cross-cultural business practices.
Alongside her one-to-one work with businesses, VD has led four UK-wide trade mission delegations to the UAE, bringing together more than 100 UK businesses. Each mission included a structured in-market programme of meetings and events, connecting delegates with critical stakeholders, key buyers and opportunities – while ensuring they understood and experienced first-hand the cultural dimensions of doing business in the region. Passionate about empowering UK businesses to grow internationally, Veronica combines deep industry knowledge with tailored guidance, advice and encouragement – helping Greater Manchester businesses identify the right opportunities, overcome barriers to trade and achieve sustainable global success.