The drive underway in Saudi Arabia and other Gulf countries continues to generate new, non-oil growth engines and put innovation at the heart of national development plans, said an industry expert.

John Brash, Founder and CEO of Brash, the global creative branding agency, was speaking in a video discussion (vidcast) with Oliver Cornock, Editor-in-Chief, Oxford Business Group (OBG).

In the interview, which forms part of OBG’s Talk series, Brash noted the impressive tempo at which GCC markets are implementing their economic advancement strategies, describing the ambition and pace of progress in Saudi Arabia, for example, as “extraordinary”.

He said that while the giga-projects might be making headline news, plenty of support existed for smaller-sized business and start-ups, while young Saudi nationals were already adding value to the economy and clearly keen to participate in the next chapter of the Kingdom’s growth story.

“There is a real appetite for work, for learning, for growth,” he told Cornock. “Yes, there’s a top-down vision from the leadership, but at the grassroots level people believe in it and are really supporting it and are keen to move forward. That’s what’s dynamic about the place.”

Turning to the topical issue of food security, Brash said that prudent decisions taken by GCC countries to put tech-led solutions at the heart of their masterplans for agriculture would support national efforts to foster sustainability and strengthen supply chains.

“Agriculture is absolutely key to the region and a lot of it is imported,” he said. “The technology and innovation in the agriculture industry in that region -for growing crops and cultivating them in harsh environments -is incredible. From a business perspective, and future innovation sustainability, it really is where it’s happening.”

Brash was also upbeat about the ability of Gulf countries to establish themselves as tourist destinations, saying that their rich heritage and untold stories would serve them well in an era when experiential, localised visits were in high demand.

“The entire region is a whole new market for tourism,” he said.” It’s untouched and that’s what’s really exciting.” – TradeArabia News Service