For centuries, leaders, diplomats, and merchants across the Middle East and beyond have prioritised meeting face-to-face to establish trust and build relationships. These interactions often involved significant effort and long journeys through deserts, across seas, and along bustling trade routes. Today, technology offers us the convenience of virtual meetings, eliminating travel challenges. But in the Middle East—where relationships and personal connection remain deeply valued—is digital communication replacing in-person interaction?
I often think about this question as I travel the world as president of the ICC International Court of Arbitration. Over the past three years, I have visited 50 cities in 35 countries, including Abu Dhabi, Dubai, Istanbul, and Riyadh, oftentimes more than once. For me, there is no substitute for in-person communication to strengthen relationships, deepen trust, and better understand the nuances of different business cultures.
This is especially true in the Middle East, a region where establishing emotional connections through in-person communication are pivotal to successful business relationships. To be sure, these can be supplemented with technology-enabled remote communication, but the value of face-to-face meetings for establishing common values, rapport, and shared goals remains unparalleled.
The role of relationships in Middle Eastern business culture
Earlier this year, the International Chamber of Commerce (ICC), together with Jus Connect (a division of Jus Mundi) and consulting firm McCann, published a landmark report, The Truth about Cross-Cultural B2B Relationships. Based on insights from 1,700 respondents from nine countries, the report revealed that businesses in the Middle East prioritise emotional chemistry, relationships, and collaboration over mere transactional efficiency or a narrow focus on facts and figures.
This finding underscores why face-to-face interaction is so essential in the region. In-person meetings allow participants to observe non-verbal communication, such as body language, facial expressions, and tone. The warmth and sincerity conveyed in a personal handshake, the attentiveness shown by being fully present, and the mutual understanding developed through eye contact cannot be replicated through a screen. These subtle cues reveal as much—if not more—than the words that are spoken and as such can help nurture trust, develop empathy, and become the foundation of long-term collaboration. This is essential to Middle Eastern business culture, in which building trust takes time and does not happen during a single meeting. Instead, it requires time and genuine effort to show commitment and respect. Hospitality and shared meals also play critical roles in fostering this connection.
Balancing cultural insights and individual differences
While businesses and individuals are unique, and will not always conform to cultural norms, these insights can serve as a valuable guide to business relationships. Being open-minded and flexible in business communications is the best way to create stronger, more meaningful connections—and avoid embarrassing cultural mishaps and misunderstandings.
Why face-to-face matters more than ever
While virtual communication through Zoom and video-conferencing is certainly convenient and allows for simultaneous global participation, it also has limitations. By comparison, in-person meetings allow everyone the opportunity to truly “read the room”. Body language and micro-expressions, which may occur in milliseconds, offer immediate and unfiltered insights into a person’s intentions or concerns. This level of understanding is invaluable in a region like the Middle East where emotional intelligence and collaboration is key to successful business relationships.
I am constantly reminded of this when I meet with colleagues in the arbitration field on my travels, including in the Middle East. The power of showing up in-person is always evident. People notice and value the effort it takes to get here so they can experience where they live and work and how they engage with their teams. This conveys care, respect, and a willingness to invest in the relationship. The personal connections fostered during face-to-face interactions over a meal, during a formal meeting, or in a more casual setting can often open doors to deeper collaboration and trust.
A timeless lesson for modern business
As business leaders, we must adapt to the technology and tools of our time that make communicating easier and more efficient. However, in a region as relationship-driven as the Middle East is, face-to-face interactions remain irreplaceable. They provide the immediacy and authenticity required to navigate the nuances of cultural expectations and create successful business partnerships.
In a digital world that increasingly relies on screens, the Middle East reminds us of the timeless truth that human connection is the heart of effective communication.
Claudia Salomon is the president of the International Chamber of Commerce’s (ICC’s) International Court of Arbitration.
