The diverse countries of the Middle East, Türkiye and Africa (META) are important economic partners for Victoria, and as the first Australian state or territory to establish a trade and investment office in Dubai in 1997, our strong bilateral ties with the region have provided substantial export opportunities for Victorian businesses across traditional and emerging industries.

Market snapshot

Victoria’s capabilities are aligned to meet the needs of META’s rapidly growing younger consumer population that demands premium goods and products.

In the Middle East, governments are putting into action extensive plans for economic diversification and sustainable development, with national programs including ‘We the UAE’ 2031, Saudi Vision 2030, Qatar National Vision 2030 and New Kuwait 2035. These ambitious plans, coupled with an increase in the number of international major events being held in the region, such as Expo 2030, the 2034 FIFA World Cup and the 2034 Asian Games in Saudi Arabia, as well as sporting events and conferences present significant opportunities for Victoria in premium food and beverage, sports and sports tech, education, mining and mining equipment, services and technology (METS), professional services, fintech, healthcare and through eCommerce platforms.

While METS is a traditional export sector for Victoria in Africa, a booming middle class and youth population bring more varied opportunities for Victorian exporters in Africa in education, premium food and beverage and agriculture, healthcare, professional services, and technology.

Middle East, Türkiye and Africa Insights Spring/Summer 2023

Australian Government to commence negotiations with the UAE on Comprehensive Economic Partnership Agreement (CEPA) in 2024

On Wednesday 13 December 2023, the Federal Minister for Trade and Tourism, Senator the Hon Don Farrell announced that the Australian Government will commence negotiations with the UAE on a CEPA (a bilateral FTA) in early 2024. The UAE is Victoria’s largest trading partner and most valuable export market in the Middle East region. Last financial year, Victoria’s exports to the UAE worth $929 million and since 18/19 Victorian exports to the UAE have grown by 89%, demonstrating the opportunities the market holds for Victorian exporters.

The Department of Foreign Affairs and Trade (DFAT) are inviting written submissions from interested stakeholders on a prospective CEPA, for more information and to make a submission please see DFAT’s CEPA website. To read the Minister’s full press release click here.

New unified GCC tourist visa approach is set to make travel within the Gulf region easier.

On 8 November 2023, the Gulf Cooperation Council (GCC) approved the unified Gulf tourist visa project, which will see a Schengen style visa come into effect for all six GCC states by 2024-25.

The unified visa is part of the GCC’s 2030 Strategy to boost the tourism sector’s contribution to the gross domestic product across the region. Comprised of the United Arab Emirates, Saudi Arabia, Oman, Bahrain, Kuwait and Qatar, the GCC is an important trading partner for Victoria, with exports to the GCC worth $1.6 billion in 2022/23.

The unified visa will make it easier for Victorians to travel within the GCC to gain a firsthand understanding of the opportunities that exist in the region and experience the vibrant culture and hospitality of the GCC nations.

MENA Exporter Spotlight: Sontext and Hospitality Solution Group

Sontext and Hospitality Solution Group are two Victorian companies finding great success in the Middle East. Global Victoria recently spoke with the companies as part of its Exporter Stories series about their success and export journeys.

Sontext manufactures a range of acoustic and noise control solutions designed to remove noise or improve sound quality in buildings and has been exporting to the MENA region for over 13 years. They have supplied acoustic panels to the Central Bank of Kuwait, Doha Airport, UAE University Al Ein and the Maraya Concert Hall Al Ula in Saudi Arabia.

Hospitality Solution Group specialises in exporting innovative hospitality solutions to the Middle East and European markets with a satellite office and warehouse in Dubai to service the UAE and Middle East markets.

If you're interested in starting your export journey to the MENA region, check out the interviews with the CEOs of Sontext and Hospitality Solution Group. They provide advice on doing business in the region and how Global Victoria has provided support to assist their global ambitions.

Upcoming activities

Mining Indaba February 2024

Global Victoria will be taking a trade mission to Mining Indaba from 5-8 February 2024 in Cape Town, South Africa.

Gulfood February 2024

Global Victoria is participating in an Austrade-led trade mission to Gulfood, taking place from 19-23 February 2024 in Dubai, UAE. Applications for the trade mission have now closed.

Previous regional insights

• Middle East, Türkiye and Africa Insights - Winter 2023
• Middle East, Türkiye and Africa Insights - Autumn 2023
• Middle East, Türkiye and Africa Insights - Summer 2022
• Middle East, Türkiye and Africa Insights - Spring 2022

Key industries of opportunity for Victorian exporters

With its rapidly growing younger population, consumer demand for premium products is on the rise in the META region.

Traditionally there has been consistent demand for Victorian agricultural commodities and premium food and beverage products, especially in the Gulf countries which continue to import up to 90 per cent of their food requirements. Post pandemic, consumer demand is driving specific demand for food products that are organic, clean, green and can help promote immunity.

As Gulf nations invest more into sovereign food security, Victorian agtech providers can offer innovative solutions to help establish new, efficient farming operations.

The Gulf nations are committed to providing quality education for their nationals and are actively working to develop a local skills base to support economic diversification and transitions to knowledge-based economies.

As Australia's leaders in transnational delivery, Victorian Higher Education and Vocational Education and Training (VET) providers have opportunities to expand their business and  be part of the region’s investment in its human capital.

Africa is a traditional mining and resources market with world-class mining operations spanning across the continent. The continent is a global leader in the extraction of gold, copper, manganese, cobalt, nickel and other minerals that play a vital role in the world’s economy.

Victorian METS companies are recognised throughout Africa as leaders in the sector and there are opportunities for Victorian companies to offer their expertise at every stage of the mine life cycle.

Governments across the META region are pursuing initiatives to develop sustainable cities and improve the management of water resources. Opportunities exist for Victorian businesses to export their knowledge, expertise and technology solutions in the urban design and water management sectors.

The healthcare market in the META region is experiencing strong demand for products and services from leading nations such as Australia. The COVID-19 pandemic placed a increased focus on digital healthcare solutions and the medtech market is expected to reach $31.6 billion by 2025.

Additionally, a focus on prevention and wellbeing is leading to opportunities for Victorian providers who specialise in healthcare training.

Nations in the Gulf Cooperation Council (GCC) are increasingly interested in Victoria’s world-leading sports ecosystem as more major sporting events are slated to be held in the region including the FIFA 2022 World Cup in Qatar and the 2034 Asian Games in Saudi Arabia.

Post pandemic consumer behaviour has cemented the importance of eCommerce platforms in the UAE and Saudi Arabia. Amazon and noon.com are two of the largest eCommerce platforms in the region and are increasingly becoming an alternative pathway for market entry of choice for Victorian exporters.

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