Cultural Sensitivity and Corporate Events: Navigating the Middle East’s Diverse Landscape

In the modern corporate arena, cultural sensitivity is no longer a “nice to have” but an essential pillar of successful event planning - especially within regions as varied and nuanced as the Middle East. For over 35 years EPC has worked with blue-chip corporate clients to deliver experiences throughout Africa and the Middle East. During this time, we have witnessed firsthand how critical it is to respect, understand, and adapt to the cultural tapestry of these regions. Despite the apparent opportunities, hosting events in the Middle East can be a complex challenge if handled without the necessary insights and knowledge. This blog delves into the importance of cultural sensitivity in corporate events and offers a deep exploration of how we, as an experienced event partner, have navigated the richly diverse environment of the Middle East and Africa.

Understanding Cultural Sensitivity in Events

Before we dive into specifics of the Middle Eastern landscape, it is crucial to define what we mean by “cultural sensitivity.” At its heart, cultural sensitivity in corporate events involves acknowledging, respecting, and incorporating local customs, traditions, values, and language into every aspect of planning and execution. This ranges from the way invitations are designed and extended, to the types of entertainment scheduled, and even the selection of refreshments.

During our years of operation across Africa and the Middle East, we have found that cultural respect fosters stronger relationships, reduces the risk of misunderstandings, and enhances brand reputation. Conversely, organisations that fail to do their due diligence can inadvertently commit serious social missteps - something as seemingly small as scheduling an event during a religious or cultural holiday can undermine the very objectives of the gathering.

For many decision-makers, cultural sensitivity might appear as an intangible element, challenging to quantify in budgeting or ROI terms. However, industry facts make it clear that audiences in the Middle East attach profound importance to etiquette, tradition, and hospitality. In a region where relationships are often built on trust and mutual respect, an event that aligns with local values can be remembered far longer than any lavish stage set or high-tech gadgetry.

The Middle East: A Tapestry of Diversity

The Middle East is not a monolith, and one must be careful about overgeneralising. The region comprises countries as diverse as the United Arab Emirates (UAE), Saudi Arabia, Qatar, Oman, Bahrain, Kuwait, Jordan, Lebanon, and beyond. Each of these has its own historical and cultural influences that shape social norms and business etiquettes. Equally, Africa is home to a myriad of unique traditions, tribal cultures, and colonial histories, each adding layers of richness and complexity to corporate events.

In the Gulf Cooperation Council (GCC) countries - such as the UAE, Saudi Arabia, and Qatar - one may find a strong emphasis on formal greetings, traditional dress codes (e.g., the abaya and thobe), and deep-rooted hospitality customs. Meanwhile, in North African countries like Egypt and Morocco, one may encounter Arab, Berber, and other influences, each contributing a unique element to the event planning process. Understanding that no single rule applies universally is critical; an approach that resonates in Dubai might not translate effectively in Cairo.

From our extensive work in this region, we have come to understand that even small differences can be influential. For example, seating arrangements might need to reflect hierarchical or family structures. In certain cultures, it is courteous to seat the most senior official or elder in the seat of honour, often to the right of the host. Neglecting such nuances can have a knock-on effect on how the entire event is perceived.

Religious and Cultural Observances

One of the most important elements to consider is the religious fabric that permeates the Middle East and Africa. While Islam is dominant in many countries, there are also sizeable Christian, Jewish, and other minority communities. Each religious group has specific observances and traditions that should be acknowledged when planning an event.

Ramadan:

During the Islamic holy month of Ramadan, Muslims fast from dawn to sunset. Hosting a daytime corporate function that involves food or drink becomes culturally inappropriate (and in some jurisdictions, legally restricted). Instead, many companies opt for an Iftar (breaking of the fast) event, which can serve as a meaningful gesture of respect and participation. Organising an Iftar can be a brilliant opportunity to engage local culture, create goodwill, and foster stronger relationships.

Eid Celebrations:

Eid al-Fitr (marking the end of Ramadan) and Eid al-Adha (Festival of Sacrifice) are two major Islamic festivities. Scheduling a corporate event during these periods can be feasible, but it may also present both logistical challenges (due to travel and holiday considerations) and wonderful opportunities to weave local traditions into the event.

Day of Worship:

In many Middle Eastern countries, Friday is the main day for congregational prayers, which can affect scheduling for conferences, corporate dinners, or seminars. Being cognisant of this from the outset can help ensure a smoother flow and higher attendance.

For decades, our event production company has made sure to incorporate these elements into a holistic strategy. For instance, we were once tasked with managing a large-scale medical conference in Riyadh that overlapped with Ramadan. By adjusting the conference hours and offering special prayer and Iftar facilities, the event was lauded as respectful and well-structured, solidifying the client’s reputation with local stakeholders.

Language and Communication

While Arabic remains a dominant language in much of the Middle East, English is also widely used in major business centres such as Dubai, Abu Dhabi, and Doha. Nevertheless, it is vital to consider linguistic nuances. Even minor language mistakes - like incorrect translations or mixing up dialects - can cause confusion and, in some cases, offence.

In Africa, French, English, Portuguese, and Swahili (along with numerous indigenous languages) hold importance, depending on the region. For large-scale events, we recommend multi-language communication strategies. This might include simultaneous interpretation services, bilingual digital marketing materials, or signages in both Arabic and English. Working with local translators or interpreters who appreciate the cultural context - not just the language - can be invaluable. Over the years, we have built a trusted network of such professionals, ensuring that every communication detail aligns with the local ethos.

Our team once organised a multinational symposium in Casablanca, Morocco, requiring simultaneous interpretation in Arabic, French, and English. Because we brought in local experts, the entire event ran smoothly, and participants commented that they felt genuinely welcomed into the discussion, irrespective of their native language.

Venue Selection and Layout

Picking the right venue is about more than capacity or aesthetics; it also has significant cultural implications. Some Middle Eastern clients and guests may have specific preferences regarding modern spaces (such as those found in high-end hotels in Abu Dhabi or Riyadh), while others may prefer traditional locations that reflect local heritage.

It’s equally essential to consider the layout. For instance, in more conservative regions, men and women may be seated separately, or there may be a requirement for private areas if women are attending. Further, certain types of entertainment that might be standard in Europe or North America could be deemed inappropriate. Whether it’s music, dancing, or live shows, aligning these elements with local customs is vital.

In our experience, we organised an event in Doha for a large financial services firm. The client initially wanted to feature a live band with dancers. After consulting with local advisors, we adjusted the performance style to a more cultural approach, incorporating traditional music and a modest yet captivating dance element that was appropriate for the audience. The event was not only respectful of local norms but also received widespread praise for showcasing Qatar’s rich cultural heritage.

Catering and Hospitality

Food plays a significant role in the Middle East and Africa, often acting as the centrepiece of hospitality. Traditional cuisines showcase the warmth and generosity that characterises the region. However, dietary restrictions - from halal requirements to the prohibition of pork and certain seafood - must be at the forefront of your planning.

For corporate events involving African contexts, considerations expand further. Countries like South Africa, Kenya, Nigeria, or Morocco each bring their own culinary traditions. A single event may cater to guests from multiple regions - some might prefer Middle Eastern staples like shawarma and mezze, while others may be looking for African dishes such as tagine (in North Africa) or jollof rice (in West Africa). Balancing these tastes while adhering to religious and ethical guidelines is both an art and a science.

In one memorable instance, our company managed a cross-continental conference in Cairo. Guests arrived from multiple African and Gulf countries. We arranged a menu that featured Egyptian classics (koshari, ful medames) alongside Gulf-inspired dishes and even a separate station featuring East African flavours. By serving an inclusive menu that acknowledged the attendees’ backgrounds, we managed to infuse the event with a spirit of pan-African and Middle Eastern unity.

Local Partnerships and Knowledge

One of the greatest lessons we have learned is the value of local partnerships. Whether it’s sourcing authentic décor, finding the right caterer, or navigating complex licensing requirements, local experts bring invaluable insight.

Africa, in particular, has taught us that each country’s infrastructure, regulatory framework, and cultural norms can differ immensely. Partnering with local agencies can mean the difference between a hitch-free production and a logistical nightmare. Local vendors also offer crucial support in liaising with government departments, ensuring that permits and compliance measures are obtained in a timely manner.

In Dubai, working closely with local suppliers might mean securing the latest LED walls or immersive VR experiences that appeal to an international audience, while in countries like Ethiopia or Ghana, forging robust relationships with cultural institutions can pave the way for unique performance acts or artisanal décor that truly stands out.

Sustainability, Corporate Responsibility, and Cultural Respect

Today’s corporate world places greater emphasis on sustainability and responsible business practices than ever before. Within the Middle East and Africa, sustainability issues can be intertwined with local cultural and socio-economic realities. Planning an event that supports local artisans, minimises waste, or leverages green technologies can resonate powerfully with regional values. In our experience, aligning these practices with local customs - such as emphasising water conservation in arid regions - demonstrates a deeper level of respect and investment in the community’s well-being.

For instance, we collaborated with a global technology firm to host an expo in Johannesburg, South Africa, where we made a point of working with local craftspeople for the set design and décor. We also partnered with a local recycling initiative, ensuring that the event’s environmental impact was minimised. The result was not only a visually striking conference but one that left a lasting legacy among attendees and residents alike.

A Note on Protocol and Diplomatic Etiquette

Many corporate events in the Middle East or Africa involve government representatives, members of ruling families, or VIPs. Protocol and diplomatic etiquette become essential in these cases. Understanding local ranks, honours, and preferred forms of address can be critical to ensuring a seamless event. A small error - such as addressing a dignitary incorrectly or forgetting to offer customary courtesies - can cast a shadow over an otherwise perfectly orchestrated occasion.

After decades of hosting high-level events in this region, we have become adept at reading a guest list in detail, understanding the nuances of different honourifics (e.g., “Your Excellency,” “Sheikh,” “Dr.”), and ensuring seating charts and stage directions respect local hierarchies. On a recent occasion in Kuwait, for example, our meticulous approach to protocol was noted by the Minister of Commerce, who later thanked the company for our attention to detail and genuine respect for local norms.

Strengthening Relationships Through Authentic Experiences

Ultimately, cultural sensitivity is not about box-ticking or walking on eggshells. It is about creating events that feel authentic to participants, leaving them with a sense that their identities and traditions are genuinely valued. In the Middle East, hospitality itself is an art form, and guests expect an environment where they can connect meaningfully with hosts. When executed well, cultural sensitivity can amplify an event’s impact and lead to lasting business relationships that transcend borders.

Over the course of our 35 years, we have consistently seen how thoughtful cultural integration - be it through a locally inspired décor theme, a regionally renowned keynote speaker, or an immersive experience rooted in Arab, African, or other indigenous traditions - can elevate a corporate event. The reward is a deeper engagement with attendees, strengthened reputations for our clients, and long-term partnerships built on a foundation of respect and understanding.

Frequently Asked Questions

Why is cultural sensitivity so crucial for corporate events in the Middle East?

Cultural norms and traditions in the Middle East are closely intertwined with everyday life and business protocols. Respecting these nuances can greatly enhance relationship-building and prevent misunderstandings.

How far in advance should I plan an event in the Middle East?

Ideally, you should plan 6–12 months ahead, especially if you are scheduling around religious holidays such as Ramadan or national celebrations.

Do I need to serve local cuisine exclusively?

Not necessarily. While local dishes are highly appreciated, offering a variety of cuisines ensures inclusivity. Always consider dietary restrictions—halal food, for example—when planning menus.

Can I host an event during Ramadan?

Yes, but it should be done thoughtfully. Often, corporate events will revolve around Iftar (the breaking of fast) in the evenings. Daytime events during Ramadan usually do not involve food or drink.

What role do local partnerships play?

Local partners bring invaluable knowledge of customs, logistics, and regulations, often acting as cultural and logistical bridges between international companies and the host community.

Is English widely spoken in the Middle East?

In major business hubs like Dubai, Abu Dhabi, and Doha, English is common. However, it’s always advisable to offer translations in Arabic if you expect local attendees.

How can I respect religious customs during my event?

Allow time and space for prayer, avoid serving prohibited foods (like pork), and be mindful of attire, entertainment choices, and alcohol policies in conservative contexts.

Are there strict dress codes for events?

Dress codes vary by country and venue. In more conservative areas, modest attire is appreciated. In cosmopolitan cities, business formal or business casual is typically acceptable.

What about entertainment—are live music and dancing acceptable?

This depends on local norms and the specific context. In some regions, live music and dance are common, whereas in more traditional areas, these may need to be adapted or omitted.

How does one address dignitaries and VIPs?

Research is essential. Different titles and forms of address apply depending on rank or religious status. Consulting local protocol experts or governmental sources is recommended.