Ramadan: how to do business in the Middle East during the holiest month
In today's globalised economy, it is important to have cultural awareness when conducting business outside of your home country or with people from diverse backgrounds. During the Islamic holy month of Ramadan, cultural awareness becomes essential for sustaining success and fostering positive relationships, says Managing Director Nina Auchoybur.
What is Ramadan?
Ramadan is the holiest month in the Islamic calendar and is observed by Muslims worldwide. As the ninth month of the lunar calendar, its timing shifts each year based on the sighting of the new moon.
During Ramadan, Muslims fast from dawn until sunset, refraining from food, drink, and smoking as an act of faith and reflection. The month is centred on prayer, charity, self-restraint, and community. This observance significantly shapes daily routines, including professional life. Many individuals wake before dawn for suhoor (the pre-fast meal) and break their fast at sunset with iftar, often resulting in adjusted working hours and altered schedules across many Middle Eastern markets.
Being aware of these practices helps ensure continuity and avoids unnecessary disruptions during this period.
Cultural considerations when conducting business in the Middle East during Ramadan
If you are conducting business in the Middle East, here are some key considerations to keep in mind during the holy month:
1. Schedule meetings earlier in the day
Energy levels may fluctuate while fasting, particularly in the late afternoon. Whenever possible, schedule meetings and calls in the morning to maximise productivity and demonstrate consideration for altered routines.
2. Be discreet around food and drink
While non-Muslims are not required to fast during Ramadan, it is respectful to be discreet when eating or drinking in shared spaces with fasting colleagues.
Avoid scheduling lunch or coffee meetings unless you are certain it is appropriate. When in doubt, opt for meeting rooms rather than restaurants. Small gestures of consideration are often appreciated.
3. Dress and conduct yourself appropriately
Ramadan is a spiritually reflective period. Dressing modestly and maintaining a professional, measured demeanour reflects cultural awareness and sensitivity.
In more conservative markets, social events or promotional activities may be scaled back. Aligning your tone, messaging, and conduct with the spirit of the month demonstrates maturity and respect.
4. Extend appropriate greetings
Offering seasonal greetings such as “Ramadan Mubarak” or “Ramadan Kareem” is a thoughtful way to acknowledge the occasion and build rapport with Muslim colleagues and clients.
5. Accept invitations to iftars and suhoors where possible
Being invited to attend an iftar or suhoor is an honour and a sign of respect. These gatherings are often used as opportunities to strengthen relationships in a more informal setting.
If invited, attending is a meaningful way to deepen connections and demonstrate genuine respect for local customs.
Final thoughts
Ramadan is a significant period of spiritual reflection and community for Muslims around the world. For businesses operating in or engaging with the Middle East, cultural awareness during this month is not only courteous, it is strategically important.
By demonstrating understanding, flexibility, and respect, organisations can maintain strong professional relationships while reinforcing their cultural intelligence in diverse markets.
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