Under the Theme “Coalition Markets and Regional Expansion”: A High-Level Panel Discussion at the Oman–Saudi Franchise Expo Brings Together Economic Leaders and Franchise Pioneers from the Middle East and Africa
Under the Theme “Coalition Markets and Regional Expansion”: A High-Level Panel Discussion at the Oman–Saudi Franchise Expo Brings Together Economic Leaders and Franchise Pioneers from the Middle East and Africa
Muscat, Oman –
As part of the First Oman–Saudi Franchise Expo, a high-level panel discussion was held under the title “Coalition Markets and Regional Expansion,” organized by the Association of Franchises and Trademarks – TAGMOA.
The session gathered prominent economic leaders, government representatives, chambers of commerce, and franchise entrepreneurs from across coalition member countries.
The discussion was moderated by Ms. Salma Matar Al Mansoori, who led an engaging and insightful dialogue on the future of franchising in the Middle East and Africa, highlighting opportunities for cross-border collaboration and strategies for building a unified regional market that empowers national brands.
Identity and Vision
The session opened with remarks by H.E. Mohammed Al Madani, President of the Association of Franchises and Trademarks – TAGMOA, who emphasized that this event marks the beginning of a collective journey aimed at transforming fragmented opportunities across our markets into a unified force capable of shaping the future of franchising in the region.
He noted:
“TAGMOA is not just another association to add to the list — it is a regional umbrella that brings together governments and the private sector under one shared vision: to protect national brands as strategic assets and enhance their role as a form of soft power reflecting our countries’ image to the world.”
He added that TAGMOA’s vision is to transform franchising from scattered individual initiatives into a strategic, unified project that opens new investment avenues and creates sustainable growth opportunities.
Distinguished Speakers
The panel featured a group of distinguished leaders and experts:
H.E. Mohammed Al Madani – President, Association of Franchises and Trademarks – TAGMOA
H.E. Hammoud Al Saadi – Second Vice President, Oman Chamber of Commerce and Industry; Chairman, Franchise Excellence Center Steering Committee
H.E. Mohammed El Fenn – President, Moroccan Federal Franchise Association
H.E. Sonya Janahi – Board Member, Bahrain Chamber of Commerce and Industry; Chairwoman, StartUp Bahrain
Market Overview
Moderator Ms. Salma Al Mansoori presented key economic indicators across coalition markets, noting that the franchise sector in the Middle East and North Africa exceeds USD 33 billion, growing at an annual rate of approximately 29%.
She highlighted that the UAE alone generates over USD 27.2 billion in annual revenues, while Saudi Arabia represents nearly 60% of the regional market, growing by around 15% per year.
Speakers underscored that Africa represents the next major growth frontier for regional brands, calling for structured models of finance, regulation, and governance that enable sustainable expansion.
National Milestones
The discussion showcased key national markets forming the backbone of the coalition:
United Arab Emirates: A global hub for franchising and investment.
Kingdom of Saudi Arabia: The region’s largest market, representing 60% of total franchise activity.
Kingdom of Morocco: A gateway to Africa and Europe.
Kingdom of Bahrain: An innovative financial and commercial center.
Sultanate of Oman: An emerging market aligned with Oman Vision 2040.
Participants emphasized that connecting these national markets into a single unified roadmap is the foundation of long-term regional integration.
Key Discussion Topics
The dialogue covered several pressing themes shaping the future of franchising across the region, including:
7️⃣ How can the coalition contribute to protecting trademarks and resolving commercial disputes?
8️⃣ How important is adherence to the global WFC Code of Ethics to ensure franchise sustainability?
Speakers also discussed what is required to empower local brands to expand regionally and globally, while sharing successful case studies of brands that have crossed national borders and achieved international recognition.
Tools – What Do We Need to Complete the Journey?
“To successfully complete this journey, four essential pillars are needed:
1️⃣ Brand Protection through clear legislation and specialized arbitration centers.
2️⃣ Structured Financing that mitigates risks and supports national brands in their expansion abroad.
3️⃣ Technology and Digital Platforms that bridge distances and accelerate market entry.
4️⃣ Training and Knowledge Exchange to enhance the skills of entrepreneurs and enable professional franchise management.”
The Future – Legacy and Partnerships
“Ladies and gentlemen, our journey does not end with connecting markets — it continues with building an enduring economic and cultural legacy for future generations.
TAGMOA can be a strategic partner to governments in shaping policies and legislation, and a partner to the private sector in expanding into new markets.
This is the foundation of a new social contract between public and private sectors — one that builds trust, strengthens collaboration, and grants our region a global footprint in the world of franchising.”
Actionable Recommendations
The session concluded with a series of practical recommendations forming a roadmap for future cooperation:
Establish a unified regional legal framework to protect trademarks and prevent infringement.
Create a regional financing fund to support the expansion of national brands into new markets.
Launch a unified digital platform connecting governments, associations, and the private sector.
Implement joint training programs to develop specialized human capital in franchise management.
Sign regional Memorandums of Understanding (MoUs) to promote economic integration and knowledge exchange.
Closing Message
“The coalition is not a new organization — it is a new partnership between governments and the private sector.
Through it, we safeguard our national brands, open doors to regional expansion, and build an economic and cultural legacy for future generations.
Our journey begins today — and with you, it will reach its destination.”