As the Middle East’s gift card and incentive market accelerates toward $38bn by 2030, businesses across the UAE and Saudi Arabia are transforming how they reward employees and customers.

According to new data from Mordor Intelligence, the gift card and incentive card market in the GCC is valued at $24.9bn in 2025 and is growing at an 8.8 per cent compound annual growth rate, driven by corporate digitisation, rising e-commerce adoption and mobile-first payments.

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Within this momentum, YOUGotaGift’s @Work platform enables companies large and small to purchase eGift Cards in bulk, personalise them with messages, add custom corporate logos and branding, and track transactions through a centralised dashboard, all without administrative setup or integration.

“With corporates, especially SMEs, making up more than 61 per cent of the Middle East gift card market, the sector is redefining how businesses appreciate and reward their people,” said Husain Makiya, co-founder and chief executive of YOUGotaGift. “SMEs are moving quickly from cash payouts to digital solutions because they demand simplicity, speed and accountability.”

SMEs drive market expansion

The study shows that corporate SMEs represent the fastest-growing segment, forecast to expand at 14.9 per cent annually through 2030. eGift Cards already account for 67 per cent of the regional market and are advancing at nearly 20 per cent CAGR, while online platforms command almost 80 per cent of total distribution.

This shift highlights a decisive move away from paper vouchers toward real-time, digital reward systems that offer transparency and operational efficiency.

Saudi Arabia leads the regional market with a 43.9 per cent revenue share, reflecting strong alignment with its cash-lite agenda, while the UAE continues to pioneer enterprise adoption through digital economy initiatives and integrated fintech ecosystems.

Efficiency, sustainability and scale

As companies accelerate digital transformation, YOUGotaGift’s @Work supports this transition by simplifying employee rewards and customer incentives. Each transaction eliminates paper and plastic waste, aligning corporate recognition programs with sustainability and governance priorities.

“Digital rewards are not just convenient; they are measurable and environmentally responsible,” Makiya added. “By replacing traditional procurement methods with instant digital rewarding, businesses across the GCC can enhance engagement while operating more efficiently.”

YOUGotaGift’s @Work is designed for organisations of all sizes, from SMEs to large enterprises. With no system integration required, businesses can reward employees, incentivise customers and issue payouts within minutes.

By combining local fintech innovation with enterprise-grade functionality, the platform reflects the region’s broader push for productivity, transparency and inclusion. Businesses across the UAE and Saudi Arabia are transforming how they reward employees and customers businesses.

The Roads and Transport Authority (RTA) has reported that its Lost and Found Team at the Call Centre, operating under the Customer Happiness Department, managed 104,162 reports of lost property in taxis across Dubai during 2025.

According to a WAM report, these reports were handled through a comprehensive, integrated process that ensures rapid response, accurate follow-up, and secure return of lost items to customers. The procedure includes verification of trip and driver details, meticulous documentation, and adherence to the highest standards of accuracy and reliability.

Meera Al Shaikh, director of Customer Happiness at the corporate administrative support services sector, highlighted the RTA’s commitment to placing customers at the heart of its services.

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“These efforts align with RTA’s strategic mission to provide safe and seamless mobility by developing innovative and sustainable roads and transport systems. Our focus is on elevating the customer experience to global standards,” Al Shaikh said. “Customer happiness is a top priority, guiding initiatives that enhance understanding of customer needs, develop tailored services, and reinforce positive practices that support an efficient and sustainable mobility ecosystem.”

She added that the lost property framework relies on well-prepared specialised teams, close collaboration between the call centre, taxi operators, and drivers, and the use of smart technology to safeguard belongings while reinforcing trust in RTA services.

High-value recoveries

In 2025, the Lost and Found Team recovered cash exceeding Dhs2m, alongside around 35,000 electronic devices, including smartphones, laptops, and tablets. The team also returned approximately 3,000 passports and official documents, as well as jewellery and other valuable personal items.

Al Shaikh noted that the reporting process is designed for ease of access, with multiple communication channels available. The call centre handled 56 per cent of reports, while smart applications accounted for 10.8 per cent, and the text-based chat service with the virtual agent Mahboub managed 30.8 per cent. Services are offered in several languages, including Arabic, English, Hindi, Filipino, French, Chinese, and Russian, ensuring broad accessibility across Dubai’s diverse population.

RTA has implemented advanced systems to enhance search and follow-up operations, improving efficiency and reducing processing times. Smart channels have seen increased usage, reflecting a growing preference for digital solutions. These systems allow precise tracking of taxi movements, swift communication with drivers, and careful monitoring of each report through to resolution.

Clear procedures govern the handover of lost items, including verification of customer identity, privacy protection, and secure return in line with approved processes. The system ensures that customers are contacted within two hours in most cases, boosting overall satisfaction. In 2025, the call centre received over 30 messages of thanks from appreciative customers.

Promoting integrity among drivers

Positive contributions from taxi drivers were also noted, with many promptly handing in lost items. Several drivers were recognised for their honesty, reinforcing values of integrity and responsibility in the Emirate’s mobility sector.

The Lost and Found Team remains a crucial link between customers and service providers, demonstrating that customer happiness extends beyond the journey itself. By protecting belongings and fostering trust, RTA continues to strengthen smart services and enhance Dubai’s reputation as a global benchmark for transport excellence.

Abu Dhabi National Oil Company (ADNOC) has become the first Emirati brand to enter the list of the world’s 100 most valuable brands, while retaining its position as the UAE’ most valuable brand for an eighth consecutive year, according to a report published by Brand Finance on Monday.

ADNOC’s brand value rose 11 per cent year on year to $21.13bn in 2026, the report said, representing growth of more than 350 per cent since 2017.

The company also maintained its position as the strongest brand in the UAE, with its global brand strength score increasing to 82.1 points under Brand Finance’s methodology.

ADNOC retained a “AAA-” brand strength rating for the third consecutive year.

ADNOC is the sixth most valuable oil and gas brand globally

Brand Finance ranked ADNOC as the Middle East’s second most valuable brand and the sixth most valuable oil and gas brand globally, placing it ahead of several international supermajors. The consultancy attributed ADNOC’s performance to its use of artificial intelligence, diversified international expansion and progress on decarbonisation.

“ADNOC’s recognition as the UAE’s most valuable brand for the eighth year running, and its entry into the global top 100 for the first time, reflects the vision of our leadership and the trust of our partners and customers,” ADNOC MD and GCEO Dr Sultan Ahmed Al Jaber said in a statement. “It also underscores ADNOC’s transformation into a resilient, technology-enabled, globally competitive energy company.”

David Haigh, chairman and CEO of Brand Finance, said ADNOC had strengthened its standing both domestically and internationally. “As ADNOC continues to embrace its transformation into a tech-enabled, globally competitive energy company, it is cementing its status as a true global brand leader,” he said.

Brand Finance defines brand value as the net economic benefit a brand owner would achieve by licensing the brand in the open market. The valuation is calculated using a balanced scorecard that includes marketing investment, stakeholder equity and business performance.

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Dubai World Trade Centre (DWTC) and Informa have formalised a strategic partnership to launch inD, a new joint business that aims to scale Dubai’s global B2B live events ecosystem and accelerate international growth.

First announced in March 2025, inD combines DWTC’s portfolio of globally recognised B2B event intellectual property with Informa’s international reach, operational expertise and digital capabilities. The partnership is designed to expand across the UAE, the wider super-region and international markets, reinforcing Dubai’s position as a leading global hub for B2B live events, knowledge exchange and innovation.

The inD portfolio brings together more than 40 flagship B2B brands across high-growth sectors including healthcare (WHX), energy (Middle East Energy), aviation (Dubai Airshow), food and beverage (Gulfood), information and communications technology (GITEX Global), and information security (GISEC).

Together, these brands are projected to generate more than $650m in revenues in 2026, supported by a strong pipeline of forward growth as global demand for large-scale, high-impact B2B live experiences continues to rise.

B2B live events play a central role in convening industries, policymakers and decision-makers, enabling innovation, market access and long-term investment. The formation of inD comes at a strategically important time as Dubai significantly expands its world-class event infrastructure. The Dubai Exhibition Centre expansion, scheduled for completion in 2026, will add 140,000 square metres of exhibition space, further strengthening the emirate’s position as one of the world’s most dynamic markets for B2B live events.

Read: Dubai World Trade Centre to host 71 events in H1 2026

The first inD-branded event to take place in 2026 will be Gulfood, scheduled from 26–30 January. For the first time, the event will be hosted at unprecedented scale across DWTC’s two flagship venues — the Dubai International Convention & Exhibition Centre (DICEC) and Dubai Exhibition Centre (DEC). Gulfood 2026 is expected to welcome more than 8,500 exhibitors, showcasing over 1.5 million products from 195 countries.

This will be followed by WHX Dubai (9–12 February) and WHX Labs Dubai (10–13 February), which will run concurrently across both venues for the first time. Together, the events are expected to host more than 4,800 exhibitors and attract over 270,000 healthcare professionals from more than 180 countries.

Commenting on the partnership, Helal Saeed Almarri, CEO of Dubai World Trade Centre, said: “Dubai has long been the world’s leading destination for global business events. This partnership now elevates that position further by transforming Dubai into an IP and knowledge hub that not only accelerates international growth opportunities for DWTC’s flagship brands but also strengthens Dubai’s long-term GDP impact, further cementing its role as a leading global player in B2B events. Together with Informa, we are building a platform for sustained growth, innovation and global reach.”

Stephen A. Carter, CEO of Informa Group, added: “The creation of inD deepens our partnership with DWTC at a time of structural growth for our industry, strong economic growth across the region, and dynamic market growth in the UAE in particular, as the supply of high quality venue space increases to meet growing demand for B2B Live Events.”

The Ministry of Human Resources and Social Development announced two decisions to raise Saudisation rates across marketing and sales professions, effective today, January 19, 2026.

The measures target private-sector establishments with three or more employees and are designed to strengthen national workforce participation.

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Under the first decision, the Saudisation rate for private-sector marketing roles will increase to 60 per cent. Covered positions include marketing and advertising managers, specialists, designers, public relations professionals, and photographers. The requirement will be implemented three months after the announcement, a Saudi Press Agency report said.

Sales professions

The second decision sets a 60 per cent Saudisation rate for private-sector sales positions. Affected roles include sales managers, retail and wholesale sales representatives, IT and communications equipment sales specialists, and commercial specialists. This measure will also take effect three months after the announcement.

The ministry said the decisions aim to make the labor market more attractive and enhance Saudi qualified job stability.