The Gulf has always been multicultural, but the way people communicate and expect brands to communicate with them has shifted. Nationalisation drives are reshaping workplaces. Multilingual audiences expect to see themselves reflected in messaging. And with the UAE marking 2025 as the Year of the Community and 2026 as the Year of the Family, conversations are turning towards belonging, identity and shared values.
This isn’t the moment for generic communication. Audiences are more diverse, more discerning and far less forgiving of vague, one-size-fits-all messaging.
Localisation is not translation
Replacing English with Arabic is not localisation. Localisation means adapting tone, examples, references, formats and channels so your message actually lands. While Arabic and English remain the region’s foundations, Hindi, Urdu and Tagalog remain important for large workforce segments across the UAE and Oman. Visual storytelling also helps bridge linguistic gaps in mixed teams.
Why localisation really matters now
The GCC’s demographic reality is unique: growing national talent pools through Emiratisation, Saudisation and Omanisation, and long-standing expatriate communities who shape business culture every day.
How people consume information has evolved too. Arabic-first content is gaining ground. English continues as the business language. South Asian communities rely on their own languages. And Western-style corporate tone often feels disconnected from local norms.
The UAE’s focus on community and family reinforces what audiences already want: stories that feel relatable, human and rooted in the region.
GCC nuances you can’t ignore
Each market has its own preferences.
- UAE: diverse, bilingual, fast-paced
- Saudi Arabia: Arabic-first, youthful, highly digital
- Qatar, Oman, Bahrain, Kuwait: English works for business, but Arabic builds trust and credibility
Local nuance isn’t a barrier — it’s an advantage if you use it well.
How small businesses can localise without complicating everything
You don’t need a large team. Start with four practical steps:
- Understand who you’re speaking to: Break down your audiences by language, culture and media habits.
- Create simple language tiers: Arabic and English as your base, with Hindi or Urdu added for specific segments. Use visual formats where possible.
- Use regional context: Avoid International examples if you can. Tie messaging to the Gulf’s culture, regulations, and lived experiences.
- Reflect community and family-focused themes: The next two years favour messaging that feels human and values-driven: staff stories, customer journeys, local partnerships, youth programmes and anything that shows your business contributes to the wider community.
The future of PR is multilingual, human and community-aware
If PR is fundamentally about relationships, localisation is how you build stronger ones. The brands that take the time to understand the region’s cultural mix and communicate with nuance will naturally stand out.
In 2025 and heading into 2026, relevance won’t come from louder messaging — it will come from communication that feels rooted, respectful and recognisably local.
