There is a huge need to relaunch the economy after the pandemic. The challenge in the months and years to come will be to revive an economy that has long been paralyzed by the pandemic and the restrictions that have affected the movement of people, goods, and services. In the Gulf Cooperation Council (GCC) region, people between 15 and 35 years of age account for more than 60% of the population, and it is imperative to create a growth dynamic involving this segment of the population that is well educated, multilingual, and open to the outside world. Bold policies of economic recovery and non-hydrocarbon development are being implemented to encourage private entrepreneurship and job creation for young people using modern and universal economic tools.

The shift in consumer culture in these countries and how they have been opening to the world has motivated a global rethinking of activities that should be encouraged and the means to make them flourish. The launch of the first MEFF in 2024 is in line with this logic; it is about bringing opportunities to meet the global know-how and expertise of large franchises in an area with high purchasing power and which promotes the private sector to boost growth. MEFF is a regional event involving the six countries of Qatar, Saudi Arabia, United Arab Emirates, Kuwait, Bahrain, and Oman: the member countries of the Gulf Cooperation Council. The combined population of this area exceeds 62 million people.