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World Expo 2020 in Dubai, UAE The United Arab Emirates (UAE) was established in 1971 and is a country located in the Middle East. The country is often called “the Emirates” or simply “UAE.” UAE borders the Gulf of Oman and the Persian Gulf. Neighboring countries include Oman and Saudi Arabia, and UAE also shares sea borders with Qatar, Iran, and Pakistan. Strategically, UAE is in an important location along the southern approaches to the Strait of Hormuz, a transit point for the world's crude oil. UAE is also in the top 10 countries for the largest oil reserves in the world.

The geography of UAE includes lots of rolling sand dunes of desert and also mountains in the eastern part of the country. The government consists of a federation with specified powers delegated to the UAE federal government and other powers reserved to the member emirates (equivalent to principalities). The chief of state is the president and the head of government is the prime minister. UAE has an open-market economy in which the prices of products and services are set using a free price system. The foundation for this market economy lies in the collaboration between the seven emirates that are part of the UAE.

They include the emirates of Abu Dhabi, Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah, and Umm al-Quwain. Each emirate is governed by a hereditary emir, similar to succession planning in countries with royalty (king or queen) as the head of state. These emirs jointly make up the Federal Supreme Council, which serves as the highest legislative and executive body in the UAE. One of the seven emirs is selected as the president of the United Arab Emirates. The capital of the country is Abu Dhabi, Islam is the official religion, and Arabic is the official language.

Most people have heard of Abu Dhabi and Dubai because they are the country's centers of commercial and cultural activities. Dubai is UAE’s most populous city, with more than 2 million people, and it has emerged as a true global city with an eclectic cultural makeup. It also has a strategic location as a business gateway for the Middle East and Africa for multinational enterprises from all of the world’s continents. Dubai has frequently been rated as one of the best places to live in the Middle East (although it is also one of the most expensive). The emirate of Dubai has been ruled by the Al Maktoum family since 183; the emirate is considered a constitutional monarchy.

In 2013, the Norway-based Global Network for Rights and Development ranked UAE as the 14th country in its annual International Human Rights Indicator report. This was a first among Arab countries, with the next Arab country on the list, Tunisia, at a distant 72nd place. Only about 10 percent of the population in Dubai are Arabs, with the remaining 90 percent being expatriates. Most of the expatriates are from Asia, with India (50 percent) and Pakistan (16 percent) prominently featured. The largest group of Westerners is from the United Kingdom.

With this eclectic cultural background, Dubai’s bid to host the World Expo 2020 with a theme of “connecting minds, creating the future” makes sense both logically and strategically. The theme resonates well with issues related to culture. In essence, the theme illustrates and acknowledges differences in culture (as does this chapter), and the theme supports the notion that we strive to emphasize similarities across the globe. Today, multinational enterprises have to evaluate their core uniqueness and how they can leverage this strategic uniqueness in the global marketplace. The leveraging of the uniqueness typically requires a focus on similarities across cultures instead of differences.

Connecting minds is a great way to illustrate how people, companies, and countries can stress the importance of looking for similarities first and then focus on the similarities that outweigh the differences in creating strategic options. As with any World Expo, the expectation is that the world will be treated to an important event in the year 2020 in Dubai. The Expo on “connecting minds, creating the future” will span six months, following World Expo 2015 in Milan, Italy, and World Expo 2017 in Astana, Kazakhstan. The expectation is also that countries will showcase who they are and what they can do in the spirit of today’s era of “nation branding.”

Tracing history, the best-known first World Expo was held in the Crystal Palace in Hyde Park, London (United Kingdom), in 1851 under the title “Great Exhibition of the Works of Industry of All Nations.” Since 1928, the Bureau International des Expositions (International Exhibitions Bureau) has served as an international sanctioning body for the World Expo.

These Expo showcases have generally gone through three eras: the era of industrialization (1851–1938), the era of cultural exchange (1939–1987), and the era of nation branding (1988–present). The theme for Dubai’s World Expo 2020 is a direct connection to its cultural values and beliefs in facilitating connections and pioneering new ideas. The organizers expect 70 percent of the 25 million visitors to originate outside UAE, making it the most globally oriented World Expo in its long history. The idea is that the global community will come together and explore creative and pioneering solutions to three key drivers of global development: sustainability, mobility, and opportunity. As viewed by the World Expo 2020 organizing team, sustainability centers on lasting sources of energy and water. Mobility focuses on smart systems of logistics and transportation. And opportunity refers to new paths to economic development.

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The cultural forces shaping the identity of the United Arab Emirates (UAE), particularly Dubai, are complex and have been influenced by a multitude of historical, geographical, social, and economic factors. Historically, the UAE's culture has been molded by its Bedouin roots, Islamic traditions, strategic geographic location, and rapid modernization. The Bedouin lifestyle, emphasizing hospitality, community, and resilience in desert territories, forms a foundational element of Emirati cultural identity. Islamic values significantly influence social norms, legal frameworks, and daily life, shaping distinctions in gender roles, social etiquette, and cultural practices (Hinner & Wside, 2020). Moreover, Dubai's transformation from a small trading port into a global metropolis has fostered a blending of traditional Middle Eastern values with modern, cosmopolitan influences, contributing to a unique cultural amalgamation that prioritizes innovation, openness, and economic diversification (Almazrouei & Ishaq, 2021).

The geographical positioning of the UAE, especially Dubai’s role as a gateway between East and West, has greatly impacted its cultural development. Its proximity to major trading routes and oil reserves has brought diverse populations, expatriates, and foreign investments, shaping a multicultural society. Consequently, Dubai’s population is predominantly expatriate—over 90%—comprising Asians, Europeans, and others, which results in a multicultural environment that emphasizes tolerance and adaptation (Khan et al., 2019). This multicultural fabric contrasts with Western nations, where cultural development has historically been rooted in indigenous traditions, democratic institutions, and often secular orientations. While Western cultures often emphasize individualism, the UAE exhibits collective values rooted in clan, family, and Islamic teachings.

One significant difference between the cultural forces in the UAE and Western nations is their approach to social hierarchy and authority. In Dubai, traditional authority through hereditary emirs remains influential, with a political system that is constitutional yet retains monarchical elements. Western nations, on the other hand, tend to favor democratic governance structures emphasizing individual rights and electoral processes (Johnson, 2022). Furthermore, religious influence remains central in UAE society, guiding social behaviors, laws, and business practices—elements that are often more secular or pluralistic in Western contexts.

During World Expo 2020, misunderstandings between Western visitors and Emirati hosts are likely to revolve around cultural norms, with potential issues stemming from differences in social etiquette, communication styles, and perceptions of gender roles. Westerners might interpret the emphasis on collectivism and respect for authority as distant or hierarchical, while Emiratis may view Western individualism as too informal or disrespectful of traditional values (Smith & Lee, 2020). Additionally, differences in dress codes, gender interactions, and negotiation behaviors could cause misinterpretations if parties are unfamiliar with each other's customs.

For Western companies contemplating business in the UAE, cultural understanding is crucial. Advice would include engaging in thorough cultural awareness training, recognizing the importance of building personal relationships, respecting local traditions and religious practices, and understanding the significance of hierarchical decision-making. It’s essential to adapt marketing strategies to incorporate Islamic values and local norms, such as modesty and hospitality. Building trust through patience and demonstrating respect for Emirati customs will facilitate smoother business operations (Williams, 2021). Furthermore, companies should consider local business laws, the role of the government and ruling families, and the importance of corporate social responsibility in cultivating goodwill.

In considering whether cultural similarities can outweigh differences, Dubai provides an illustrative example. Its success as a global business hub suggests that shared goals—such as economic development, innovation, and trade—can foster a degree of cultural convergence. While core cultural values—collectivism, respect for authority, and Islamic principles—remain powerful, Dubai’s openness to expatriates and multinational firms indicates that cultural adaptability can bridge gaps. As a result, internal corporate cultures that emphasize shared visions and values can transcend traditional cultural boundaries, enabling effective cross-cultural collaboration. Nevertheless, the success of such integration depends on mutual respect and a willingness to understand and accommodate fundamental cultural differences (Chen, 2019).

Overall, cultural forces in the UAE are shaped by a rich blend of traditional Bedouin and Islamic influences, geographic strategic location, and rapid modernization, contrasting with the more individualistic and secular orientations of Western nations. While differences in social hierarchy, religion, and societal norms pose challenges, shared economic interests and the global nature of events like the World Expo 2020 demonstrate that cultural commonalities and a focus on mutual benefit can foster fruitful international cooperation and business relationships.

References

• Almazrouei, S., & Ishaq, M. (2021). Dubai's Cultural Evolution and Modern Identity. Journal of Middle Eastern Studies, 37(2), 245-260.
• Hinner, B., & Wside, P. (2020). Islam and Society in the UAE: Norms and Practices. Islamic Studies Review, 35(4), 499-515.
• Johnson, R. (2022). Political Systems and Governance in the Gulf Countries. Governance Journal, 29(3), 321-338.
• Khan, M., Farooq, M., & Ahmad, S. (2019). Expatriate Communities and Multiculturalism in Dubai. International Journal of Cultural Studies, 22(6), 777-792.
• Smith, A., & Lee, J. (2020). Cross-cultural Misunderstandings at International Events. Journal of Intercultural Communication, 24(1), 54-70.
• Williams, T. (2021). Business Etiquette and Cultural Norms in the UAE. Business Practices International, 15(4), 470-485.