Congratulations UAE

All eyes were on the vibrant, multi-faceted lifestyle destination, the UAE. The country shows prosperity and it’s no wonder that it, along with the UAE has been ranked among the top five best places to live in and work, according to a new survey released by HSBC on Tuesday (“UAE world’s 4th best place to live in and work, says survey,” Gulf Today, Oct.20).

Overall, Switzerland took the number one spot, followed by Australia in the second position and New Zealand in the third place.

According to the report the key reason driving optimism is their hope to live ‘normally’ again (75%), but six in ten (61%) are also feeling positive because of the quality of life they will be able to enjoy. Expats in Taiwan are the most optimistic (85%), closely followed by those in Australia, New Zealand, and Vietnam (all 83%).

The findings suggest expats are prioritising personal lifestyle choices rather than traditional relocation drivers — such as career progression (34%) or expanding professional network (31%).

Separately, according to the latest Brand Finance Nation Brands 2021 report, the UAE has been named the world’s 11th strongest nation brand.

It now ranks above the United States and the United Kingdom, among others.

Breaking the Western monopoly at the top of the brand strength ranking — along with Singapore in 4th position — the UAE has climbed three spots since last year following a 2.5-point increase in its Brand Strength Index (BSI) score to 79.1 out of 100.

We as expatriates total agree with Mohammad Bin Abdullah Al Gergawi, Minister of Cabinet Affairs, when he says, “The rise in the economic value of the UAE’s national brand from 18th to 17th position this year is a clear indication of the country’s global reputation and competitiveness in various fields.

There is no doubt that achieving 11 per cent brand value growth, from $672b to $749b, is a major achievement in the 50th year of the UAE and underlines how quickly our nation has established its name and global identity as a developed and pioneering country. It is an exceptional success story that will be told to all generations.”

Ali Khan
By email