Name a Middle Eastern brand. Fifteen years ago, the world had only heard of one: al-Qaeda. How times have changed. Today, we have airlines, including Emirates, Qatar Airways and Etihad; hotels, like the Jumeirah, Rotana and Address chains; developers, notably Emaar, Damac and Nakheel, the company behind Dubai’s iconic Palm Jumeirah; telecoms outfits, such as Orascom and Etisalat; and shopping malls – Dubai Mall is the most visited place on earth, attracting 80m shoppers a year who generate sales of more than $4bn.
Dubai itself is now a brand: the outward-looking, socially liberal and religiously tolerant capital of modern Arabia – the local answer and antidote to al-Qaeda. ‘This city is amazing, what it does for people, for Muslims, for the world,’ says Mohamed Alabbar, looking out over the skyscrapers…