Stakeholder Survey Report

Finnish Business Council UAE – Customer Feedback Survey Report June 2025

1. Executive Summary

  • 39 respondents completed the survey (corporate, individual, and non-members).

  • Overall satisfaction is high: 71.8% are satisfied or very satisfied.

  • Event attendance is moderate: most attend occasionally (46%) or rarely (33%).

  • Main barriers to attendance: timing (33%), subject relevance, and location.

  • Members want more networking, expert panels, and social/cultural events.

  • Preferred communication is overwhelmingly email newsletters (51%) and WhatsApp updates (40%).

  • Open feedback highlights a desire for women-focused events, social committees, and varied thematic content.

2. Respondent Profile

Membership Types

  • Individual Member: 48.7%

  • Corporate Member: 28.2%

  • I am not a member: 23.1%

Membership Duration

  • More than 2 years: 48.7%

  • 1-2 years: 15.4%

  • I am not a member: 15.4%

  • Less than 6 months: 12.8%

  • 6–12 months: 7.7%

3. Membership Satisfaction & Engagement

Satisfaction Levels

  • Satisfied: 53.8%

  • Neutral: 23.1%

  • Very satisfied: 17.9%

  • Unsatisfied: 2.6%

Event Attendance

Occasionally (every few months): 46.2%

  • Rarely: 33.3%

  • Regularly (every month): 10.3%

  • Never: 10.3%

Reasons for not attending

  • The date and time usually don’t suit me: 33.3%

  • The subject matter is not interesting to me: 33.3%

  • The location is not convenient: 25.1%

  • The price is too high: 8.3%

4. Event Preferences

Respondents expressed interest in networking nights, expert panels, social or cultural events, company visits, and business breakfasts.

5. Communication Preferences

Email newsletters and WhatsApp updates messages was the preferred way of communication.

6. Open Feedback (Selected Themes)

- FBC could establish a social committee that could organize more non-casual events. For example, the Swedes have a women’s committee that is very active and organizes many different kinds of events.

- Finnish Ladies group in AD and Dubai

- I’ve been happy to witness FBC’s development over the past 7 years in Dubai. The events have become more substance focused which is great, instead of just random drinks. I welcome more events with varied themes around different development in the Middle East.

- For me, the biggest reason for not attending is the timing of the event. I work full time and as the events are not specific to my role, I cannot take time off to attend.

- News about the Finland manufacturing  companies for technical & industrial products and exhibitions in Finland 

- At the moment I am just observing business opportunities from Finland

- Increase the number of events like one per month

- The women’s event was good, and perhaps also targeted group meetings could be arranged, such as networking for solo entrepreneurs, bringing together/open idea pitching for start-ups, and then something completely random like a Karelian pie and gravlax workshop.

7. Recommendations

1. Improve event timing flexibility – explore more morning/lunch options.
2. Diversify event formats – balance business panels with networking and cultural events.
3. Launch women’s and social subcommittees.
4. Strengthen communication via WhatsApp & email.
5. Increase event frequency – aim for at least one per month.
6. Leverage partnerships with other business councils to broaden reach.

FBC member in a spotlight - Meet Linda Jacobsson Asting from Clever Travel Consulting

1. What brought you to Dubai, and how did Clever Travel Consulting get started?

I have always liked destinations that combine both Western and Eastern influences, worked in Morocco for a while and was told Dubai had similar vibes. I then did an internship for 3 months for a tourism & leadership program in Sweden in Dubai, at a local tour operator here in 2006. Was offered a marketing/sales job with them after finishing the program in 2007. Also met the Swedish man I am now married to during this internship, so he was also a contributing factor to moving here full time. After working a few months for the local tourism company, I saw the need for a Scandinavian local contact for agencies booking programs here. I quit the tour operator and finally started CTC in 2008, with focus on incoming Scandinavian market. Just before the global bank crisis I might add… That was interesting timing 😊.

2. What challenges did you face launching your business here?

Several. The business climate in UAE was different in 2008. Many areas are so much easier/online based now than back then. For example, I had to go in person to all kinds of authorities/free zones to get different papers signed, translated and stamped. Also to get correct information about what was actually allowed on my free zone license- and not (this is not different today though!) When I started the business, we didn’t have internet in our apartment building. I was working daily from Starbucks. Then came Ramadan and all places closed for a month in daytime... It was also hard to get new clients right around the big global bank and financial crisis and all corporates were saving money. Ironically, my first group program was from a Swedish bank that same year 😊. I also struggled to get hotel rooms - Dubai did not have as many hotels then, and all the hotels were crazy busy and my Scandinavian clients looking for midmarket hotels did not have much choice.. It was also hard to find reliable suppliers and partners locally. I tried several -and changed several times the first years until I found partners that matched my own values and level of professionalism.

3. How has Dubai’s travel scene changed since you arrived?

It’s like two different worlds from 2008 to 2025. So much has happened here in the 17 years I have been based here. Don’t think any other destination globally has had the same development in such a short time. Not just the number of attractions, restaurants, new hotels (lots of midmarket choices now!) but also the attitude towards incoming International markets. Dubai has managed to attract so many various markets over the years, simply because it really has something for all kinds of travellers- the conference group, the families, the sales incentives, the luxury travellers, the adventurers, the girls trip, the boys trip, the large exhibition crowd- and everything in between. Safety and cleanliness is also top priority for tourists, even more now than when I arrived. Many people still think Dubai and UAE is super glamorous and very expensive. But bowadays you can plan programs for all kinds of budgets here. And you get better value in hotels than you do in many other destinations. The tourism seasons have also changed over the years, going from much longer off season period to almost high/peak season all year round- in terms of global demand.

4. What makes Clever Travel stand out in such a busy market?

I’d like to think that offering honest and quick replies is worth a lot to all our clients, in a tough market where this is definitely a USP. And that the owner of the company is part of the whole planning/booking process as well as coordination onsite. Your request is not a small drop in the sea of lots of other inquiries, or handed over to several different teams at a larger agency. There is a personal touch to all our offer letters and I really try to make this show to the client in the communication. We also offer totally transparent hotel sourcing for all our requests, via Helms Briscoe- and utilize their global volumes to benefit our clients. Also, I don’t agree with the clients all the time. I advise them, give them local experience- but often also tell them straight out when I don’t think something is possible. You can do almost anything in Dubai, with the correct contacts and mindset (and budget!)- but I am also very realistic and tell them exactly what to expect- for what they are paying. I don’t take shortcuts with partners, tour guides and suppliers, only use the ones I know keep a very high standard. And I won’t change my programs to meet low cost requests with less reliable partners to match a budget. Every program I book is equally important that everything goes smoothly and I can put my name behind it.

5. How do you see the future of tourism in Dubai evolving?

There will be a huge focus on AI and tech solutions also within tourism. Dubai and UAE are already in the forefront for this and the CVB and Tourism Government Dept are already using several models for tourism marketing. Even offering free AI solutions to tourists visiting is coming soon. I also see a larger focus on mid market travellers, not just luxury segment- which pleases me as my Scandinavian clients are not the most high end market. A bigger focus on creating full experiences, not just the standard tourism programs and activities offered. I also think combining different emirates during the same trip will be seen more and more, to get access to more experiences and nature. Sustainability also a big focus with new hotel classifications, green programs and event certifications. Clients will choose suppliers that match their own sustainability values. Yes, you still need to fly to UAE, but there are many other sustainable choices you can do for your trips and programs while here.

News from our Corporate Member Frozen Graphine Consulting

The Journey for Frozen Graphene started 2012 under the name of Turvallisuustaito in Finland and she stayed in business for 10 successful years until the owner and sole proprietor Anne Ruokonen retired and decided sold the business to us. We have enjoyed steady growth built on the solid foundation of this independent high quality security consulting service and solved extremely complex clients’ deliveries in defense, health care, education, manufacturing, and public sector verticals.

Finally we can share this update that we have pursued expansion of our business by building our way to international markets and we are happy to share that we are fully licensed and certified Security Consulting and Security Systems Auditing Services in the entire United Arab Emirates.  

We will continue to run our successful Security consulting in Finland under the leadership of Mrs. Katri Sarkkinen and our trusted consultant and security expert Mrs. Katariina Correia has been invited to join the Board of Directors to support Katri in the leadership and direction of the company.  

Our Founder and President, Mr. Perttu Sarkkinen will move to Dubai, United Arab Emirates and he will continue to oversee the global direction of the companies as the global chairman of the board. Additionally, Perttu will be the Director of local company in the United Arab Emirates and personally guide the growth and expansion of our business there.

We want to thank our trusted clients, family, friends, employees, and partners in making this expansion possible. Finally, we would love to extend our gratitude to thank the resident ambassador of the United Arab Emirates, H.E. Amna Fikri and the entire embassy staff for their gracious support during this expansion.

Welcome our new member Neurotransformation by Tanja

Neurotransformation by Tanja is a neuroscience-based coaching concept that integrates nervous system regulation, embodiment, and trauma-informed practices to support deep personal transformation and sustainable growth. The offerings include online programs, live workshops, and 1:1 coaching, combining neuroplasticity, emotional processing, and ethical manifestation principles into a grounded and impactful approach to change.

www.tanjasipila.com

We are looking for a Young Professional Director

Are you our new Young Professional Director?

The Finnish Business Council is looking for an energetic, curious, and community-minded individual to step into the role of Young Professional Director!

This is a volunteer role with no salary, however, expenses will be covered. It is perfect for someone early in their career who wants to get more involved, meet great people, and help shape what we do for young professionals in the community.

Young Professionals are members who are between 21-35 years old so great if you are too!

As our Young Professional Director, you will:

  • Represent young professionals in the FBC community

  • Help plan and promote events for young members

  • Bring your own ideas, creativity, and energy to the council

  • Work together with other Nordic young professional directors

Whether you are passionate about networking, full of ideas, or just love getting people together, we would love to hear from you!

Get in touch: admin@fbcuae.fi

FBC member in a spotlight - Meet Cluster Manager Stuart Birkwood from Radisson Blu Hotels

1. As we know you have worked and lived in Finland, tell us about that.

I was very privileged to be a part of the reopening of probably the most famous hotel in Finland – HOTEL KÄMP. My wife and I lived in Olari and really enjoyed exploring Helsinki, the surrounding areas and Finnish life!

2. If someone asked you, “What’s the vibe at your Radisson Blu?”, how would you describe it?

We’re transitioning the hotel to be more lifestyle focused within the BLU brand framework as our local neighbourhood here in Media City is a fit for that style of hotel.

I also manage the Park Inn at Motor City and there we’re focusing on being a more active part of the local community, so much so we just launched our ‘furry friends’ pet-friendly program.

3. What do guests visiting Dubai usually look for in a hotel experience—and how does Radisson Blu + Park Inn deliver that?

Guests want to be able to concentrate on enjoying their trip – however that looks like, for business or pleasure, alone or with family / friends. Our role is to ensure they get a ‘stress-free’ stay that allows them all the time needed to make full use of their time in Dubai.

4. What’s been your most memorable experience managing a hotel?

Every hotel I’ve worked in has been an amazing experience – whether it was in Riyadh, Warsaw, the US, UK, Abu Dhabi or now in Dubai. Why? Because of the teams I’ve worked alongside. Hospitality is a simple business – its by people for people, so if you ensure your people (our teams) are happy, engaged and having fun, as well as building a career for themselves, then that’s most memorable for me.

5. If you were not working as a hotel manager, what profession would you have?

I think I would have liked to be a Principal of a School or College. Helping young people on their path to success, learning, developing, growing would be very satisfying for me.

FBC member in a spotlight - Meet our new board member Lisa Vainio

1. What inspired you to join the FBC board, and what kind of impact would you like to help create?

I joined the FBC board to help strengthen the Finnish business presence in the UAE and to deepen the ties between our two cultures. Finland is recognised for its innovation, trust, and commitment to sustainability. These values align well with the UAE’s ambitious and forward-looking vision. I believe there is a strong opportunity to highlight Finnish strengths in leadership, technology, and wellbeing in a region that is open to new ideas and partnerships.

The FBC is more than a business network; it is a supportive community that connects Finnish professionals and encourages collaboration across industries. I hope to contribute by promoting dialogue, sharing knowledge, and mentoring others, particularly those who are new to the region or early in their careers.

My aim is to help position Finnish expertise as a trusted and valuable resource in the UAE. At the same time, I want to ensure that every member of our community feels welcomed, supported, and empowered to grow. By doing so, we can build lasting relationships and make a meaningful contribution to both Finnish and UAE business ecosystems.

2. Can you share a recent professional insight, habit, or mindset shift that’s made a difference for you?

Our lives are getting busier and busier, and there’s a growing emphasis on the art of saying no—setting boundaries, streamlining focus, and doing less. But interestingly, I’ve gone in the opposite direction. I’ve started saying yes to more things: new experiences, unfamiliar challenges, and unexpected opportunities that push me outside of my comfort zone. This shift has been energising and has required accepting that not everything will go perfectly.

Living and working in the UAE, a dynamic and fast-moving environment, has only reinforced this. It’s a place that rewards those who are open, agile, and willing to create opportunities for themselves. By saying yes more often, I’ve gained new perspectives, built valuable relationships, and discovered new paths I might not have considered before.

3. How do you think we can accelerate gender diversity in AI, and what role can industry leaders play in making that change happen?

As a member of the Executive Leadership Team at Women in AI UAE, a non-profit network that supports and promotes women working in artificial intelligence, I see the gender gap in tech every day, and it is wide. According to the Global Gender Gap Report, only about 30 percent of AI professionals globally are women. Even in countries where there is near gender equality in the general workforce, the AI sector still shows large gaps, reaching up to 51 percent in parts of Europe.

This is more than a numbers problem. When women are underrepresented in AI development, the technology can become biased. Algorithms may overlook or misrepresent entire groups of people, leading to inequality in systems that affect everything from healthcare to hiring. To close the gap, we need to act deliberately. Gender diversity in AI will not happen on its own. It starts with education, grows through mentorship and support, and depends on women being directly involved in designing and building the tools that shape our future.

Industry leaders in both Finland and the UAE have a key role to play. They can lead by example by promoting diverse talent, investing in inclusive innovation, and ensuring that AI solutions reflect the needs and voices of all parts of society.

4. What’s something interesting about the gold industry that most people don’t know?

Most people think of gold in terms of jewellery or investment, but it plays a much larger—and often invisible—role in our everyday lives. Thanks to its exceptional conductivity and resistance to corrosion, gold is a critical component in everything from COVID-19 tests and pregnancy kits to smartphones, medical devices, and even space technology. Its unique chemical properties make it irreplaceable in many high-precision and life-saving applications.

What may surprise people even more is that gold was once used in toys and novelty items—until rising costs made that impractical. Today, rather than being just a symbol of wealth, gold is at the heart of some of the most advanced innovations shaping our future. The World Gold Council is increasingly focused on supporting gold-enabled technologies that advance renewable energy, healthcare, and digital infrastructure. As we move toward more sustainable and tech-driven solutions globally—including in the UAE and Finland—gold continues to quietly power progress behind the scenes.

5. What’s a book, podcast, or film that’s had a lasting impact on you?

There’s Nothing for You Here by Fiona Hill has stayed with me long after I turned the last page. In the book, Hill shares her personal journey from a coal-mining town in northern England to becoming a top foreign policy advisor in the United States. Her story is not only one of resilience, but also a sharp critique of how class, geography, and gender continue to shape access to opportunity. She writes candidly about how narrow the pathways can be for those outside traditional power circles—and how easily talent can be lost when support systems are missing.

For me, her story resonates deeply, especially as someone who has lived and worked across different cultures and systems. It’s a powerful reminder of how critical mentorship, encouragement, and visibility are—how just one person believing in you can help shift your trajectory. That’s why I’ve taken part in the FBC Mentorship Programme and why I joined the FBC board: to pay that support forward. Helping others navigate their journeys, especially in international and transitional environments like the UAE, is something I feel strongly about. We all benefit when talent is seen, supported, and allowed to grow.