As part of of the partnership between the Portuguese Diaspora Council and Jornal de Neg\u00f3cios, S\u00e9rgio Sousa, Group CEO at Asmara Holdings, reflects on his international experience in the United Arab Emirates and his perspective on Portugal\u2019s potential in the global context.<\/p>\n\n\n\n
1 \u2014 What led you to leave Portugal?<\/strong><\/p>\n\n\n\n I left Portugal at about 25 years old for professional reasons. I was working at the multinational H.J. Heinz when the opportunity arose to integrate the project of a new factory in La Llanada (Alfaro, Spain). From then on, the international path evolved naturally: Greece, Egypt, South Africa, United Arab Emirates (UAE), Japan… In 2008 I returned to Portugal, about a month before the global financial crisis became evident; He wanted to give back some of what he had learned. However, outside intervention and economic uncertainty led me, three years later, to return to the UAE \u2013 looking back, it was a good decision: my children studied in the International Baccalaureate (IB) system and both entered prestigious universities.\u00a0 I believe that I have lived longer outside Portugal than in my country and I don’t regret it: that choice opened up opportunities that we probably wouldn’t have had. It also taught me something essential: identity is not lost when crossing a border; on the contrary, we gain awareness of what we value and want to preserve. Each change was, above all, a school \u2014 new cultures, teams, and a different way of facing similar challenges.<\/p>\n\n\n\n 2 \u2014 What advantages or disadvantages did the fact that you are Portuguese bring you?<\/strong><\/p>\n\n\n\n In my experience, being Portuguese brings advantages such as adaptation and the desire to prove value. Age also helped: I started early, worked and studied simultaneously and, by the time I completed my degree in Business Management, I already had a solid foundation in a business environment. In a context often dominated by “strong” countries, this discipline gave me confidence and consistency. I cannot fail to recognize the importance of good mentors who believed in me \u2014 a word of special appreciation for Dr. Leonardo Caeiro (unfortunately already deceased). As for the disadvantages, I have never seen my nationality as an obstacle; Sometimes, it is even useful to be the “outsider”, because it forces us to prepare better and deliver more. There were times when I was bothered by the lack of knowledge about Portugal \u2014 sometimes seen, simplistically, as a “province of Spain”. Today, this perception has changed: it is common to hear praise for the beauty of the country and our gastronomy. At those times, I confess, my eyes shine. Over time, I also realized that representing Portugal, even informally, brings added responsibility: the way we work, lead and relate opens (or closes) doors for those who come next.<\/p>\n\n\n\n 3 \u2014 What obstacles did you have to overcome and how did you do it?<\/strong><\/p>\n\n\n\n The first obstacle was my family, which at the time did not understand how, having completed a higher education course, I wanted to work outside Portugal (mid-90s). Then came longing and distance \u2014 and the challenge of moving forward into the unknown, which requires courage, increases tension and forces you to grow. I overcame these stages with habituation, a sense of purpose and the conviction that nothing replaces consistent work. I overcame these stages with habituation, purpose and the conviction that nothing replaces consistent work. I learned to manage expectations: not everyone understands our choices at the moment, but consistency ends up speaking for itself. When I got married and the children were born, it became clear that the family had to be with me; I was fortunate to always have my wife (who gave up her career) and our children by my side, which simplified everything. That decision taught me that professional success only makes sense when it doesn’t sacrifice the essentials. Today, our children live in London and we live in Dubai, but technology brings us closer: there is not a day that we don’t speak.<\/p>\n\n\n\n 4 \u2014 What do you admire most about the country where you are?<\/strong><\/p>\n\n\n\n I highlight leadership, clarity of vision, tolerance between nationalities, quality of life and security in the UAE. When I first arrived in Dubai in 1996, I had to confirm on the map where I was \u2014 the reality was very different from today. I had the privilege of witnessing the construction of a country with an impressive pace of transformation and a rare capacity for execution. This ambition, well directed, inspires us to think bigger and act quickly, without losing responsibility. The biggest lesson was to realize that vision without execution is just intention; and execution without values can lose direction. The balance between both is, perhaps, what marks me the most in this experience.<\/p>\n\n\n\n 5 \u2014 What do you admire most about the company or organization where you are?<\/strong><\/p>\n\n\n\n Diversity and risk appetite: there are no impossibles. Asmara Holdings operates in various areas, from trading, retail and distribution to the production of consumer goods, hospitality and real estate. Every day there is a new challenge, which forces you to learn and decide quickly. I admire the valorization of results, without losing pragmatism and execution \u2014 two decisive factors in the international context. Personally, working in such a diverse ecosystem reinforced a conviction: strategy is important, but it is people and culture that determine its execution. Taking risk, when calculated well, is often the difference between growing and just keeping up.<\/p>\n\n\n\n 6 \u2014 What recommendations would you give to Portugal and its entrepreneurs and managers?<\/strong><\/p>\n\n\n\n The country must focus on the new generations: act more and discuss less. The Portuguese people identify problems, but they do not always transform analysis into action; Therefore, in some areas, we continue to mark time and compare ourselves with our neighbours. We need unity and common good and a culture of execution: decide, execute and adjust. To entrepreneurs and managers, I recommend market study and boldness, focusing on creating consistent value, not quick profit. When there is consistency, the rest emerges. Finally, I believe that mistakes are part of the path. Making mistakes is not the problem; The problem is not learning and repeating. Personal note: I continue to believe deeply in Portugal’s potential, and it pains me to see energy, talent and creativity without the proper focus, continuity and collective ambition.<\/p>\n\n\n\n 7 \u2014 In which sectors of the country where you live could Portuguese companies find customers?<\/strong><\/p>\n\n\n\n Portugal is well positioned in renewable energies, AI (startups), efficient construction (such as cork, where it is a global reference) and food security, especially in agri-food. I add areas such as design\/architecture, specialized engineering and water efficiency, which are very relevant in this region. The essential thing is to enter with a clear value proposition and the ability to execute consistently. My experience shows that, in this market, reputation is built when it is fulfilled, but it is quickly lost when it fails; Therefore, more than selling, it is decisive to execute with quality and maintain high standards, even with more time and rigor.<\/p>\n\n\n\n 8 \u2014 In which sectors of Portugal could companies in the country where you live want to invest?<\/strong><\/p>\n\n\n\n There is already investment, although discreet. Real estate, tourism, energy, port management (including airports) and agri-food are attractive areas, as well as urban rehabilitation and infrastructure with return and impact. To attract quality investment, it is crucial to ensure regulatory predictability, speed in processes and stability in rules. Investment is trust: in the country, in the institutions and in the ability to deliver. When it exists, capital ceases to be “just money” and becomes a long-term partnership.<\/p>\n\n\n\n 9 \u2014 What is the competitive advantage of the country in which you live that could be replicated in Portugal?<\/strong><\/p>\n\n\n\n Portugal’s geographical position allows it to act as a link between Europe, Africa, South America and, potentially, North America. We are an affable and competent people, but sometimes we have difficulty capturing value because we expect immediate results. It is essential to have vision, maintain it and allow time for execution. In the UAE, I admire the ability to decide and act continuously, regardless of the noise. In Portugal, sometimes, we “change needles”: it all depends on who governs and there is a tendency to undo the previous one instead of evolving with continuity. I learned that continuity is not stubbornness, but strategic maturity. When a country sustains priorities over time, it becomes predictable \u2014 and predictability is a powerful competitive asset.<\/p>\n\n\n\n 10 \u2014 Are you thinking of returning to Portugal? Why?<\/strong><\/p>\n\n\n\n Yes, one day, to “hang up your boots”. For now, I go on vacation every year, but I still don’t have definite plans for the future. The UAE has been our home outside the country and we owe them a lot \u2014 especially gratitude and respect. I would like to come back with time to be closer to my family and repay, in some way, what I learned around the world, either by supporting projects or sharing experience with those who start. There is also an emotional dimension that is difficult to explain: as much as you like the country where you live, Portugal continues to be the place where memory gains another density. If I return, I hope to do so not only to rest, but to leave a useful contribution \u2014 helping to create bridges between those who are inside and those who, like me, have learned to see Portugal from the outside.<\/p>\n","protected":false},"excerpt":{"rendered":"As part of the partnership between the Conselho da Di\u00e1spora Portuguesa and Jornal de Neg\u00f3cios, S\u00e9rgio Sousa, Group CEO of Asmara Holdings, reflects on his international experience in the United Arab Emirates and his perspective on Portugal\u2019s potential in the global context.","protected":false},"author":20,"featured_media":27257,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"acf":[],"yoast_head":"\n