Joe Hepworth

International growth advisor, Dubai

I help businesses and governments grow internationally, with the Gulf at the centre.

Exporting, FDI and market entry. A clear plan to start with, and the experience and foresight to adapt it as things change.

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Joe Hepworth
in exporting, FDI and market entry
25 years
Gulf businesses built from scratch, one acquired
Two
international firms set up in the UAE
150+
UK export wins recorded, 2013 to 2021
USD 200m+
US states represented in the Gulf
Eight
governments and public bodies worked with
40+

What I do

Export, expand and succeed in the Gulf, from first market entry to long-term growth.

  • Regional Growth

    For businesses. Where, what and how to set up in the Gulf, or how to grow if you are already here; who to win as clients and partners; and support as you grow. I can also run it for you until your own team is in place.

  • Government Programmes

    For governments and agencies. Programmes that survive contact with the real world: connections and leads into and out of the Gulf, and the experience to build and run what you need.

  • Board, advisory and expert roles

    For growing companies that want Gulf experience at the table, as a non-executive director or standing advisor, and as a subject matter expert on projects, including through expert networks.

How I work

  • Retainers of three months or more

    Real progress in a new market takes time, so this is where I add most value. I also take on focused, shorter projects.

  • Clear goals, agreed up front

    We agree at the start what good looks like, so we both know what we are working towards.

  • Regular input and reporting

    Calls, updates and reports at a rhythm that suits you, so you always know where things stand.

  • Straight advice

    If the Gulf is not the right move for you yet, or there is a better route, I will tell you.

Ready for the Gulf?

Before we start, I check six things. If any of them is "not yet", you get a clear to-do list, and that is where we begin.

  • Fit

    Does your product or service suit the market?

  • Price

    Does it still work after freight, duty and local margins?

  • Brand and marketing

    Will it land with Gulf buyers?

  • Standards and rules

    Certification, licensing and regulation.

  • Delivery

    Logistics, or local delivery for services.

  • Commitment

    Management time and budget to see it through.

Track record

The BCB: built from scratch

I set up the BCB in Dubai, bringing together the intent of the UK and Dubai governments and turning it into a working business. There were several moments when it nearly did not happen; I made sure it did.

Over the years we took the BCB from grant funding to a commercial business, and it was acquired by OCO Global.

Joe Hepworth at the British Centres for Business office in Dubai

Expo 2020 Dubai

From 2019 to 2022, I led the investment attraction programme for District 2020 (now Expo City Dubai), Expo's legacy project: promotion, targeting and outreach to bring companies to the site once Expo had finished.

Alongside it, during Expo itself, my team and I delivered more than 20 projects for economic development agencies from Brazil, Canada, Estonia, Malta, Malaysia and beyond, including helping manage Brazil's presidential visit.

Read my Expo 2020 article
Joe Hepworth's work at Expo 2020 Dubai and District 2020

Renishaw: a foothold in the Gulf

When Renishaw, the UK engineering group, set up in the UAE, BCB handled the set-up: the licences, visas and practical steps to get the team working.

We also ran payroll and employee administration for the first months, so they could focus on customers from day one. It gave them the foothold they have built on since.

Emperor: staying the course

Emperor, a UK design agency, set up in Dubai with BCB's support in 2014. It took them 18 months to win their first client.

I advised them to stay the course while they adapted their offer and client mix. When the UAE's wave of IPOs arrived, they were ready. Today they run a large Dubai operation.

What clients say

  • Working with BCB on the entry of Renishaw Gulf into the UAE was handled with skill and care by the team. Joe brings a wealth of personal knowledge relating to business set up in the UAE and Gulf region, developed over many years. Invaluable support at a time when it was needed most.

    Brett AllardManaging Director, Renishaw Gulf

To and from the Gulf

Business flows both ways. I have worked with a Saudi giga-project on how its companies will trade with the world, helped an Asian investment promotion agency attract Gulf family offices, and worked for the World Bank with the Ethiopian Investment Commission to attract investment from across the GCC, largely from sovereign entities, into food processing and food security.

In the United States, I have represented and partnered with state economic development agencies from the East Coast to the West, working in both directions: helping their exporters win business in the GCC, and attracting Gulf investment into their states.

Joe Hepworth speaking at an India-GCC trade agreement event

Selected Gulf projects

  • National export strategy

    A non-oil export strategy for a Gulf ministry.

  • Financial centres

    Investment promotion for four of the Gulf's leading financial and fintech hubs.

  • Going global

    An overseas office network and go-to-market strategy for a Gulf investment promotion agency.

  • Economic impact

    An economic impact study for a Dubai government entity.

  • Future of trade

    The future of trade and exporting for a Saudi giga-project.

  • Sovereign wealth

    Global outreach for a Gulf sovereign wealth fund's new trade initiative.

Governments and agencies I have worked with

Gulf and Middle East: Dubai Department of Economy and Tourism; Dubai Future Foundation; Abu Dhabi Investment Office; KEZAD; RAKEZ; Saudi Investment Promotion Agency; NEOM; Economic Cities and Special Zones Authority; Saudi Industrial Clusters; Invest Qatar; Qatar National Planning Council; Bahrain Economic Development Board; Oman Ministry of Commerce, Industry and Investment Promotion; Jordan Ministry of Investment.

UK and Europe: Department for Business, Innovation, Science and Trade; Scottish Development International; Invest Northern Ireland; London & Partners; IDA Ireland; ITA, Italian Trade Agency; Trade Malta; Enterprise Estonia.

Americas: ApexBrasil; Government of Canada; Invest Puerto Rico.

United States: JobsOhio; Missouri Department of Economic Development; Maryland Department of Commerce; Economic Development Partnership of North Carolina; Georgia Department of Economic Development; Washington State Department of Commerce.

Asia Pacific and Africa: New Zealand Trade and Enterprise; Invest Hong Kong; Northern Corridor Economic Region (Malaysia); Ethiopian Investment Commission.

Multilateral organisations: World Bank; IFC; EBRD; United Nations; International Trade Centre.

Joe Hepworth with Trade Malta, IDA Ireland, the Georgia Department of Economic Development and Dubai FDI

About me

25 years in exporting, FDI and market entry

I started in logistics, with P&O Nedlloyd and Maersk in Europe, China and India, and moved to Dubai in 2008.

Here I built the British Centres for Business (the BCB) from scratch, grew OCO Global's Middle East business to a team of 25 and opened its Riyadh office, and was IDA Ireland's first regional director. As a senior executive advisor at PwC, I advised Gulf governments on national trade and investment strategy. Most recently, I led market launches and government engagement as Head of Markets at Navigator Global by Santander.

I now work independently, as an advisor to businesses and governments.

Portrait of Joe Hepworth

Recent posts on LinkedIn

I post every week on trade, investment and what is changing in the Gulf. A few that readers found most useful:

  • UK-GCC trade deal: the procurement opportunity

    2 November 2026. A 25% head start on UAE government tenders, and what British firms should do now. Read on LinkedIn

  • Why Dubai tops the world for greenfield FDI

    31 August 2026. What the fDi Markets ranking says about the UAE, and what comes next. Read on LinkedIn

  • UAE and Argentina: a pattern in the trade deals

    26 September 2026. Lithium, food and gas: how the UAE's trade agreements are building resource security. Read on LinkedIn

  • The UAE as an exporter of capital

    14 September 2026. The UAE-Germany state visit and the Gulf's growing role as an outward investor. Read on LinkedIn

Earlier articles

Earlier pieces I wrote for Arabian Business on trade and investment in the Gulf:

All my Arabian Business articles

Let's talk

Tell me what you are trying to achieve in the Gulf. Email or call me, or message me on WhatsApp.

Email me