As part of the partnership between the Portuguese Diaspora Council and Jornal de Negócios, João C. Silva, Entrepreneur, CEO at Digital Connection and Counselor of the Middle East Regional Hub, was interviewed by Jornal de Negócios. In the interview, João C. Silva discussed his professional journey and identified competitive opportunities for Portugal, its economy, companies, and entrepreneurs in general.

1 – WHAT LED YOU TO LEAVE PORTUGAL?

I left Portugal because I felt the need to explore new markets, push myself outside my comfort zone, and grow both personally and professionally. Portugal is my home, but for that very reason, it had become too comfortable. Moving to Dubai was — and still is — a true challenge. Here, I’ve had the opportunity to test both my technical and social skills, developing myself profoundly on a personal level. That growth has directly reflected in the results of my businesses. In the end, I came searching for something I couldn’t quite define… and I found myself.

2 – WHAT ADVANTAGES OR DISADVANTAGES HAS THE FACT THAT YOU ARE PORTUGUESE BROUGHT YOU?

Being Portuguese has brought me several advantages. In the Middle East, being European is associated with high standards of quality, sophistication, and empathy. Today, Portugal enjoys very positive visibility at the international level. We are recognized as warm, well-educated, and competent people — something that makes me truly proud. I have not experienced any real disadvantages; on the contrary, I believe our national identity has been an asset.

3- WHAT OBSTACLES DID YOU HAVE TO OVERCOME AND HOW DID YOU DO IT?

Whenever someone decides to move to a new country, they inevitably face challenges. In my case, relocating to Dubai meant learning to navigate an extraordinary cultural diversity — with around 200 nationalities. Social norms, traditions, and even the way trust is built vary significantly. The biggest initial challenge was understanding cultural references, including in Marketing, such as the meaning of words and colors across different cultures. Today, I see this as the greatest advantage of living here. This diversity is a powerful driver of personal and professional growth — it forces us to question beliefs, reshape ideas, and strengthen our worldview.

4 – WHAT DO YOU MOST ADMIRE ABOUT THE COUNTRY YOU ARE CURRENTLY IN?

Without a doubt, I admire the vision. Dubai knows exactly where it wants to go — it has a clear strategy, ambitious goals, and mobilizes all resources to achieve them. It is a well-organized, future-oriented country, where everything is designed to be functional and convenient for both residents and visitors.

5 – WHAT DO YOU ADMIRE MOST ABOUT THE COMPANY / ORGANIZATION YOU ARE IN?

I am an entrepreneur and lead my own companies, both in Dubai and in Portugal. What I admire most about them is also the vision — along with their multiculturalism and focus on inclusion. We believe that diversity is a strength. This openness has been essential for us to grow in a solid and innovative way.

6 – WHAT RECOMMENDATIONS DO YOU HAVE FOR PORTUGAL, ITS ENTREPRENEURS AND MANAGERS?

Portugal needs a clear vision for the future. The same applies to companies. Having a vision means knowing where you want to go — and that clarity allows for better decision-making in the present, more strategic investment, and better preparation of teams.

I feel that, in Portugal, there is still some resistance to thinking big. There is talent, there is competence, but there is also a culture that sometimes holds us back — we hear too often ‘that’s too difficult’ or ‘you’re dreaming too big.’ The truth is, it’s precisely when we dream big that we are able to reach new heights. We must set aside the fear of making mistakes and the reluctance to take risks. What we need is a culture of sustainable ambition, with our feet on the ground but our eyes on the horizon.

Another essential recommendation: think in the medium and long term. We live in a world obsessed with immediate results — but real value is built through consistency and solid relationships. In business, ‘you reap what you sow’ is not just a metaphor — it’s reality. Entrepreneurs need to be willing to invest time and resources into relationship-building, strategic partnerships, innovation, and differentiation. You cannot expect returns without first creating value.

In addition, I would highlight two fundamental skills for present and future success: resilience and agility. We live in an age of constant change. Those who fail to adapt will disappear. Those who adapt quickly will thrive. As Darwin said — and the same applies to business — survival depends on adaptability. Portuguese leaders must be open to digital and AI transformation, to reinventing business models, and to actively listening to the market. And that requires humility, leadership, and a healthy dose of courage.

7 – IN WHICH SECTORS OF THE COUNTRY WHERE YOU LIVE CAN PORTUGUESE COMPANIES FIND CUSTOMERS?

Dubai and the Middle East are fast-growing regions, with economies that have been diversifying and becoming increasingly sophisticated. For Portuguese companies, there are several areas with enormous potential — not only for large multinationals but also for niche businesses, startups, and brands with a strong identity.

The first obvious area is technology and innovation. Digital transformation is at the heart of the country’s development strategy. There are government programs focused on smart cities, blockchain, cybersecurity, and artificial intelligence. Portuguese companies with technological solutions, even in niche areas — from management software to automation, digital health, or edtech — can find here an excellent entry point.

Education, particularly when approached in an innovative way, is another growing sector. The training market is expanding and values differentiated content, international curricula, creative approaches to technical education, and everything linked to preparing for the future of work.

Healthcare, beauty, and wellness are also booming — a sector where Portugal has significant talent, both in products and services. Clinics, cosmetic and dermocosmetic brands, wellness concepts, and luxury lifestyle services can find here an audience that values quality and exclusivity. There is growing demand for experiences that combine well-being, aesthetics, and sophistication, including a strong focus on regenerative medicine, advanced aesthetics, and integrated therapies.

Finally, it is important to highlight that Portuguese brands that emphasize sustainability, authenticity, and culturally inspired design hold a unique advantage. Consumers in Dubai are becoming more demanding and well-informed — and they recognize the value of European quality when it is well communicated and positioned.

8 – IN WHICH SECTORS IN PORTUGAL COULD COMPANIES IN THE COUNTRY WHERE YOU ARE WANT TO INVEST?

Portugal is a country with highly relevant strategic assets — but we must learn to promote them more intelligently and effectively to international markets, such as those in the Gulf.

The first sector where I see enormous potential for investment from Dubai is tourism, with a focus on luxury, wellness, health, and nature experiences. The Emirates value Portugal as a safe destination, offering quality of life, gastronomy, unique landscapes, and a rich culture. But there is still room to transform Portugal into a more structured destination for wellness retreats, health tourism, wine and gastronomic experiences, and residential tourism for second homes — targeting high-net-worth individuals.

Another obvious area is technology and innovation. Investors and companies from the Gulf are highly interested in engaging with tech hubs, accelerators, or R&D projects based in Portugal. Our country can and should position itself as a gateway to Europe, offering an environment of qualified talent, strong infrastructure, and an enviable quality of life.

A third sector of opportunity is agribusiness and premium food products. There is growing demand for authentic, sustainable, and traceable products. Portuguese olive oil, wine, cheese, and other gourmet products have significant potential to gain greater market share — provided they are supported by strong branding and well-defined distribution channels.

The key to attracting this investment lies in creating well-structured projects, with purpose, clear returns, and differentiation. Portugal has the raw material — it now needs to communicate more effectively and attract the right capital with a long-term vision.

9 – WHAT IS THE COMPETITIVE ADVANTAGE OF THE COUNTRY YOU ARE IN THAT COULD BE REPLICATED IN PORTUGAL?

There are several, but if I had to highlight only two, they would be these: agility and a competitive tax environment.

Dubai’s system agility is fundamental: it is fast, digital, and efficient. Setting up a company can take just a few days. Handling licenses, contracts, payments, visas — everything is done online, without the bureaucracy that unfortunately still exists in Portugal. This efficiency is not just about convenience — it is a real competitive advantage. It frees up time and energy for what truly matters: creating, managing, innovating.

Portugal still carries a system that is too slow and bureaucratic, which holds back initiative, drives away investors, and hinders business growth. It is urgent to simplify processes, truly digitize public administration, and place citizens — and entrepreneurs — at the center of the system.

The second point is taxation. In Dubai, there is a pragmatic approach to taxation. Taxes are low or even nonexistent in many areas, which stimulates entrepreneurship and talent retention. I do not believe Portugal should copy this model — but I do believe it is necessary to deeply rethink the tax burden on companies and workers. If we want to attract and retain talent, promote the growth of SMEs, and stimulate investment, we must create more competitive conditions. This includes not only fairer taxes but also clear incentives for innovation and exports.

If Portugal could combine its quality of life, human talent, and natural resources with a more agile and less punitive environment, it would be unbeatable.

10 – ARE YOU THINKING OF RETURNING TO PORTUGAL? WHY?

Of course. Portugal is home. As the saying goes, ‘a good child always returns home.’ I like to think that one day I will return to contribute everything I have learned — with more vision, more experience, and, I hope, with an even greater impact.