The Rise of Executive Coaching in the MENA Region: Spotlight on Qatar and the UAE
- Bahaa Malaeb
- Apr 30
- 4 min read
Updated: May 2
In recent years, the Middle East and North Africa (MENA) region has experienced a significant transformation in leadership and talent development. At the forefront of this evolution is executive coaching; a personalized, impactful approach that empowers leaders to navigate complexity, enhance self-awareness, and drive performance.
Executive Coaching: A Strategic Imperative
Executive coaching transcends traditional training methods. According to the International Coaching Federation (ICF), coaching is defined as “partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.
Unlike conventional training, coaching focuses on real-time development, accountability, and goal achievement, making it an invaluable tool for today's senior leaders.
Regional Momentum: Qatar and the UAE Leading the Way
Qatar
In Qatar, executive coaching is becoming integral to leadership development, particularly within institutions driving national progress. Organizations such as the Qatar Financial Centre (QFC), Qatar Central Bank (QCB) and Qatar Energy (QE) are incorporating coaching into talent programs aligned with the Qatar National Vision 2030, which emphasizes human capital development and innovation.
Brightfields has had the privilege of collaborating with leading Qatari institutions to deliver coaching solutions tailored to the local context while adhering to international standards.
UAE – Dubai & Abu Dhabi in Focus
In the United Arab Emirates, particularly Dubai and Abu Dhabi, executive coaching is rapidly gaining traction across both public and private sectors. Dubai's and Abdu Dhabi's ambitions to become global hubs for innovation and talent is supported by investments in leadership development, with coaching playing a pivotal role.
Key organizations using coaching include:
Dubai Electricity and Water Authority (DEWA): DEWA has integrated leadership development and coaching initiatives as part of its employee engagement and succession planning programs.
Dubai Police: Known for progressive HR practices, Dubai Police uses coaching to strengthen leadership competencies and emotional intelligence in senior officers.
Abu Dhabi National Oil Company (ADNOC): As part of its leadership excellence programs, ADNOC supports executive coaching for senior managers across its subsidiaries.
Abu Dhabi Investment Authority (ADIA): One of the world’s largest sovereign wealth funds, ADIA uses coaching as part of its broader executive learning and development efforts.
The ICF Global Coaching Study 2023 reports a significant rise in coaching demand across the Middle East, with the UAE ranking among the top 10 countries in growth. Source: ttps://coachingfederation.org/research/global-coaching-study
Dubai and Abu Dhabi's dynamic, multicultural, and innovation-driven economies positions coaching as an essential tool to empower decision-makers, manage teams effectively, and sustain performance in evolving conditions.
Backed by Research: Why Coaching Works
The effectiveness of executive coaching is supported by a growing body of academic research:
A study published in the Journal of Positive Psychology found that coaching significantly improves goal attainment, resilience, and leadership behavior.
Grant, A. M., Passmore, J., Cavanagh, M. J., & Parker, H. (2010).
DOI: https://doi.org/10.1080/17439760.2014.893058
Research in the International Journal of Evidence Based Coaching and Mentoring (EJBCM) indicates that coaching contributes meaningfully to self-efficacy, emotional intelligence, and clarity in decision-making.
Source: https://radar.brookes.ac.uk/radar/items/82773dc3-8537-409f-bb34-b56703dfe994/1/
The European Mentoring and Coaching Council (EMCC) recognizes the MENA region, particularly the GCC, as one of the fastest-growing hubs for executive coaching.
Source: https://www.emccglobal.org/
What Is the ROI of Executive Coaching?
According to a landmark study by the ICF and PricewaterhouseCoopers (PwC), over 86% of companies reported that they made back at least their initial investment in coaching — and over 50% saw a return of 10x or more. Source: https://coachingfederation.org/research/global-coaching-client-study
Benefits that drive ROI include:
Improved leadership effectiveness
Higher employee engagement and retention
Faster strategy execution
Enhanced communication and team alignment
In the MENA context, where many organizations are undergoing transformation, coaching is seen not just as a cost but as an enabler of long-term performance and resilience.
How to Measure Coaching Outcomes
While coaching is personal and confidential, results can still be tracked through several methods:
Pre- and Post-Coaching Assessments
Use 360-degree feedback, personality instruments (e.g., MBTI, Hogan), or leadership self-evaluations to measure growth over time.
Goal Tracking
Coaching engagements typically begin with SMART goal setting. Progress toward these goals can be reviewed jointly with the coach and organization.
Manager & Stakeholder Feedback
Observations from line managers or HR can confirm behavioral changes or improvements in decision-making and collaboration.
Business Impact Indicators
In some cases, coaching can be tied to quantifiable metrics such as project delivery speed, team retention rates, or NPS scores.
At Brightfields, we customize outcome tracking based on the goals of the coachee and the needs of the organization; balancing confidentiality with accountability.
The Brightfields Approach
At Brightfields, we combine globally recognized coaching practices with regional insights. Our team comprises certified coaches with credentials from organizations like ICF and EMCC. We collaborate with executives across MENA to design coaching journeys that drive tangible outcomes; whether in strategy execution, team leadership, or personal growth.
We are proud to support the transformation taking place in Qatar, the UAE, and across the region, helping leaders unlock their full potential through impactful coaching engagements.
Interested in Coaching for Your Team or Yourself?
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