International sentiment towards both the UAE and Saudi Arabia (KSA) is positive, according to the first wave of Edelman’s UAE and KSA Sentiment Trackers. The UAE recorded an overall Sentiment Score of 84 out of 100, compared with 81 for KSA. In both markets, confidence in the future outlook was the strongest of the four measures tracked, while stability recorded the lowest score.
The studies examine how business leaders, investment decision-makers, and internationally mobile professionals view the UAE and KSA as destinations for business expansion, investment, and career opportunities.
Both surveys covered 1,200 respondents across the US, UK, France, India, and Mainland China, including 300 business leaders, 300 investment decision-makers, and 600 internationally mobile professionals. Fieldwork was conducted from 29th May to 8th June 2026.
The Sentiment Score is based on four measures: perception, momentum, confidence, and stability.
For the UAE, confidence in its future outlook was the strongest measure at 87 per cent, followed by perception at 86 per cent, momentum at 83 per cent, and stability at 81 per cent. KSA recorded confidence at 83 per cent, perception and momentum at 81 per cent each, and stability at 78 per cent.
Edelman identifies confidence as the strongest component of sentiment towards both markets, while comparatively lower stability scores remain a watchpoint.
Across the five markets surveyed, the US recorded the highest UAE Sentiment Score at 89, followed by the UK and India at 83 each, and France and Mainland China at 80.
The US also led sentiment towards KSA with a score of 85, followed by India at 83 and France at 81. Mainland China and the UK both recorded 75.
The UAE recorded a Talent Sentiment Score of 88, with confidence at 90 per cent, perception and momentum at 89 per cent each, and stability at 84 per cent.
KSA recorded a score of 83, with perception and confidence both at 85 per cent, momentum at 83 per cent, and stability at 80 per cent.
Safety was the leading relocation driver in both markets. A safe environment was cited by 37 per cent of respondents considering the UAE and 38 per cent of those considering KSA, while competitive compensation was cited by 34 per cent in both studies.
For the UAE, 34 per cent also cited career growth opportunities. In KSA, stability or career growth was cited by 33 per cent.
Safety and geopolitical stability also emerged among the main barriers. Political and geopolitical instability was the leading barrier for the UAE at 41 per cent, followed by safety and security concerns at 34 per cent. In KSA, security concerns led at 39 per cent, followed by geopolitical instability at 37 per cent.
Talent sentiment also varied by market. The US and France each recorded a score of 94 for the UAE, followed by India at 84, the UK at 82, and Mainland China at 80.
For KSA, France recorded the highest score at 95, followed by the US at 87, India at 83, the UK at 75, and Mainland China at 72.
Edelman also found strong sentiment among talent without a direct connection to either country. Those with no direct connection to the UAE scored 94, compared with 88 among those with any connection. In KSA, the corresponding scores were 87 and 83.
Those intending to relocate recorded a score of 94 in both markets, compared with 88 for the overall UAE talent audience and 83 for KSA. Edelman says the findings indicate that reputation can shape perceptions before firsthand experience and that stronger sentiment is associated with relocation intent.
Investor sentiment stood at 82 for the UAE and 79 for KSA.
For the UAE, confidence was the strongest measure at 86 per cent, followed by stability at 82 per cent, perception at 81 per cent, and momentum at 79 per cent.
KSA recorded confidence and momentum at 80 per cent each, stability at 78 per cent, and perception at 77 per cent.
Government support was the leading investment driver in both studies, cited by 32 per cent of UAE respondents and 33 per cent of KSA respondents.
Attractive opportunities were cited by 28 per cent for the UAE and 29 per cent for KSA, while access to new markets was cited by 28 per cent and 27 per cent respectively.
India recorded the highest investor sentiment towards both countries, scoring 92 for the UAE and 94 for KSA. Chinese mainland followed for the UAE at 85, while the US ranked second for KSA at 83.
Edelman also found higher sentiment among investors with direct exposure. In the UAE, this group recorded a Sentiment Score of 87, compared with 76 among those with a current Middle East investment mandate. In KSA, the corresponding scores were 94 and 79.
Investors intending to increase allocations also recorded higher sentiment: 88 for the UAE compared with 82 for the overall investor audience, and 87 for KSA compared with 79 overall.
Business decision-makers recorded lower overall sentiment than talent and investors in both studies.
The UAE recorded a Business Sentiment Score of 79, with perception at 83 per cent, confidence at 82 per cent, momentum at 76 per cent, and stability at 73 per cent. KSA followed with an overall score of 77, comprising confidence at 82 per cent, perception at 78 per cent, momentum at 76 per cent, and stability at 73 per cent.
Economic growth potential was the leading driver of business expansion in both countries, cited by 40 per cent for the UAE and 39 per cent for KSA. Business infrastructure followed at 33 per cent in both markets. The same proportion of UAE respondents cited access to new markets, while 33 per cent in KSA pointed to the safety and security environment.
Insufficient government support was the leading stated barrier in both studies, cited by 36 per cent in the UAE and 38 per cent in KSA. UAE respondents also identified access to skilled talent at 36 per cent and safety and security concerns at 29 per cent. In KSA, 28 per cent cited safety and security concerns, while 25 per cent pointed to weak business infrastructure, limited growth, or high costs.
Business sentiment also varied considerably by market. For the UAE, the UK recorded the highest score at 91, followed by the US at 85 and Mainland China at 75. For KSA, Mainland China led at 85, followed by the US at 84 and the UK at 75. France recorded a score of 65 for both countries.
Despite businesses taking a more measured view than other audiences, Edelman found strong expansion intent in both markets.
In the UAE, 83 per cent of the overall business audience indicated expansion intent, rising to 91 per cent among those with direct exposure to the market. Those intending to expand recorded a Sentiment Score of 87, eight points higher than the overall business audience at 79.
For KSA, 82 per cent of businesses said they were likely to expand in the country over the next 12 to 24 months. This group recorded a Sentiment Score of 85, compared with 77 for the overall business audience.
Businesses with a physical presence in each country also recorded higher sentiment, with scores of 86 for the UAE and 87 for KSA.
Edelman’s findings show that sentiment towards the UAE and KSA is broadly positive, although the factors shaping it differ by audience.
For talent, safety, security, compensation, and career opportunity are central to how both markets are assessed. In the UAE, political and geopolitical instability was the leading relocation barrier at 41 per cent, while security concerns led in KSA at 39 per cent. At the same time, a safe environment was the leading relocation driver in both markets.
For investors, government support, attractive opportunities, and access to new markets were the main positive factors across both countries. Edelman also found stronger sentiment among investors with direct exposure to the UAE or KSA, as well as those intending to increase their allocations.
Business decision-makers took a more measured view. Economic growth potential was the leading expansion driver in both markets, while business infrastructure, government support, talent availability, and safety and security also featured in expansion decisions. Stability stood at 73 per cent among business respondents in both the UAE and KSA, making it the lowest of the four core sentiment measures for this audience.
The research also shows differences by market. France recorded the strongest talent sentiment towards KSA, while the US and France led for the UAE. India recorded the highest investor sentiment towards both markets, while business sentiment was strongest in the UK for the UAE and Mainland China for KSA.
Across both trackers, Edelman identifies stability as a shared watchpoint. Confidence in the future outlook was the strongest overall sentiment measure for both the UAE and KSA, while stability was the lowest. The findings suggest that positive perceptions of growth and opportunity sit alongside continued attention to geopolitical stability, safety, security, and operating conditions.