In an exclusive interview for The Luxury Network KSA, Seif Usher talks to Editor in Chief, Narges Raiss, about the close relationship between The United Kingdom and Saudi Arabia. Learn more about the major and world class developments ongoing the Kingdom, how Saudis are embracing the opportunity to shape their future, and why Jeddah is the booming city-to-be.
Tell us about the business equation between UK and KSA?
The United Kingdom and Saudi Arabia of course have a long and close trading relationship. Saudi Arabia is one of our most important trading partners, with UK exports to the Kingdom exceeding £10bn per year. We look forward to that growing in the years ahead. And not least given work ongoing to agree a UK/GCC Free Trade Agreement. This will unlock new opportunities for both countries to develop and expand trading ties. The GCC over- all is our 3rd largest export destination outside the EU, with almost £24bn of UK exports. And bilateral trade worth over £32bn. So these are exciting times indeed and UK/ Saudi trade is set to grow and grow.
How did your appointment to Saudi Arabia came about?
I was absolutely delighted to have the opportunity to work in Jeddah and to serve as Consul General. Jeddah is a very popular diplomat- ic posting! And having worked in a number of countries in the Middle East, it had long been my ambition to be able to enjoy a posting in Saudi Arabia. It is a particular honour also to work in the western provinces of the Kingdom and so be able to support UK pilgrims visiting Makkah and Medina and drive for- ward our bilateral trade and investment relationship.
What do you think of the fast development of the country?
Since arriving in Jeddah in 2018, I have been so impressed with the ongoing developments in the King- dom. The goals set out in Vision 2030 have put Saudi Arabia on an incredibly exciting path of eco- nomic and social change. Young Saudis are embracing the oppor- tunity to shape their own futures, find vocations and embark on new careers and to take advantage of the reforms. After such a difficult time for everyone during the COVID crisis, it was also wonderful in December for Jeddah to host the inaugural Formula 1 race and Red Sea International Film Festival too.
Can you tell us more about the strong British relation with Saudi Arabia?
The United Kingdom has had a long and close relationship with Sau- di Arabia, and indeed stretching right back into the 19th century. The first British diplomatic mission was established in Jeddah in 1838, reflecting the global importance of the Islamic Holy Sites. And famously in 1910 the British military officer Captain Shakespear was the first Englishman to meet the founder of Saudi Arabia, Ibn Saud, and set in train a close relationship that re- mains between our Kingdoms. In Jeddah today our work is focussed on two main areas – developing the trade & investment relationship be- tween our Kingdoms and working with the authorities to safeguard the more than 125,000 British pilgrims visiting Makkah and Medina each year.
What would you tell new businesses or brands when investing in Saudi market?
Our advice to British companies is always to look closely at this exciting market and see wheth- er your goods or services are a fit for the opportunities available in Saudi Arabia. Demand from Brit- ish companies to join Trade Mis- sions to Saudi Arabia is always very high. And indeed these are usually over-subscribed. Even during 2020 and 2021 when COVID prevented most international travel, British companies were joining webinars across a whole range of sectors to learn more about the opportunities in Saudi Arabia. And it was a delight to be able to welcome to Jeddahin December the first physical UK Trade Mission (focussed on Smart Cities) back to the Kingdom in over 18 months.
The Trendsetter UK companies are already work- ing on some of the major and world class developments ongoing in the western provinces of the Kingdom, for example the Red Sea Development Project, Amaala and NEOM. Saudi Arabia also has major plans to develop its infrastructure and logistics capabilities. Both Jeddah Islamic Port and King Abdullah Port are terrific examples of this, alongside the expansion of Jeddah Airport and other sites across the Kingdom. UK companies are well placed to establish themselves as successful commercial partners in these and many other major proj- ects.
What is the outlook for UK-based companies looking into Saudi Arabia?
As the Kingdom moves to diver- sify its economy, under the plans laid out in Vision 2030, then I think we will see increasing areas where UK commercial expertise will come into the market. The sectors where UK is a world leader, such as life sciences, creativity, health- care, entertainment, tourism, dig- ital technology, transport, financial services and renewable energy for example, are all areas where Saudi Arabia is looking to develop its own economy.
And so I think we will see ever ex- panding areas of UK/Saudi com- mercial partnership and success. And I expect that we will see more and more UK companies establish themselves in the Kingdom going forward, taking advantage of the impressive commercial developments that are taking place on the ground.
Saudi Arabia is becoming busier than ever with entertainment, hospitality, and sporting events, what are your thoughts about this packed calendar?
I think it’s fair to say that the King- dom is absolutely buzzing with the exciting range of events and con- certs now taking place in both Ri- yadh and Jeddah. The opening up of the Kingdom to host international standard events is clearly hugely popular, and is allowing young Sau- dis in particular to enjoy entertain- ment in their own country rather than having to travel overseas. This also make great business sense too for the Saudi economy.
Tell us more about your professional journey and how did it play out in Saudi Arabia?
I have hugely enjoyed the past 3 and a half years in Saudi Arabia. Representing the UK in the west- ern provinces of the Kingdom has been an enormous honour. And the friendship and hospitality of people in Jeddah and across the region has been wonderful. Although inevitably COVID has had a big impact on everyone’s lives and our rhythm of work, I have appreciated the work of the Saudi health authori- ties in managing this unprecedented global crisis, and I would like to take this opportunity to thank them for such outstanding efforts to keep citizens, residents and diplomats safe.
With new projects seeing light in Jeddah, the city dynamism is on the rise, what can you tell us about the vibrant city?
Jeddah has always had its own vibe and atmosphere – “Jeddah Ghayr”! The recent announcement made for the inauguration of Jeddah Cen- tral, a huge project to establish a new downtown area with a fantastic social hub, waterfront view, museum and even an opera house is incredibly exciting. And a reminder of how much change is taking place in the Kingdom. The construction of the F1 track and Marina area, alongside the northern Corniche, has also added a new element to the city’s geography and appeal. And of course the famous old city (Al Balad) itself is quite rightly a site of important heritage for the Kingdom. I am sure we will see Jeddah develop as a major tourist destination over the coming years.
Tell us more about your experience as the British Gen- eral Consul in Jeddah?
Having spent most of my career working in the Middle East, ranging from Iraq and Jordan to Syria and the Sudan, it has been wonderful to have the opportunity to live and work in Saudi Arabia. Jeddah in particular has its own special charm. And I have to say I love the wonderful food and weather! The views across the Red Sea are always breath-taking – “Jeddah Aruus Al Bahr!”
These are exciting times for all. And I wish the Kingdom every success in the future.