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Experts at the Sharjah Investment Forum – World Investment Conference (SIF-WIC 2025) stressed that building investor trust in today’s economy depends on aligning credible data, long-term strategy, and effective nation and city branding, rather than relying on short-term tactics, during two executive focus sessions on Thursday.
The first session, “Data-Driven Investment: Unlocking Opportunities Through Statistical Insights”, focused on how FDI statistics, comparative analytics, and market intelligence tools are being used to sharpen investor targeting and improve decision-making. While the potential of AI and data tools was acknowledged, speakers cautioned that the value lies in human-led, evidence-based approaches.
Caroline King, Executive Board Member of WAIPA, said: “Investment promotion has moved from being incentive-led to intelligence-led. Data, when used well, allows for precision analysis and smarter decision-making.” She warned that without quality and legitimacy, data can mislead. “Investment Promotion Agencies (IPA) need proper access to government data to generate real insights, because innovation relies on solid foundations and accurate, up-to-date information.”
For his part, Fonz Morris, Founder and CEO of FNZMS, added: “Data gives businesses the insights they need for customer retention and acquisition. For IPAs, it’s the same principle. Investors want to see IPAs that understand how quickly the market changes and can respond with credible, well-informed data and insights.”
Chris Knight, Managing Director at the Financial Times Locations, said: “Data tells powerful stories about companies and sector growth, hiring trends and demand, all of which help investors make better choices.” He cautioned against overreliance on AI in decision-making: “AI is only as strong as the data it’s trained on, and you still need human judgment for major investment decisions. The real mistake is depending on automation or weak data sources, instead of using AI as a tool to enhance performance.”
The second session, “Nation and City Branding as a Driver of FDI”, shifted focus from analytics to perception, showing how nation and city branding, when grounded in real policy and service delivery, play a direct role in attracting and retaining FDI.
Mr. José Torres, CEO, Bloom Consulting (Nation and City Branding Global Director), said: “What people think about a city determines whether they invest, work, or travel there. To attract investment, talent, and tourism, cities must define a central idea and build their brand around it. This is where IPAs play a key role, aligning branding with research and strategy to turn perception into performance.”
Speaking about Sharjah’s evolution, Rashid Humaid Al Suwaidi, Director of Operations at Sharjah Media City (Shams), said: “City branding is not about colours and logos, it’s about services, strategy and results. Sharjah attracted major international investment in hospitality and industry back in the 1970s without needing a classic brand image. The real brand is the return on investment you deliver through advanced infrastructure, solutions, and legislation. ”
Dr. Naresh Bana, Managing Director of BBV Consultants, added a national perspective: “India’s rise as a brand isn’t accidental; it’s the result of credible infrastructure, consistent policy, and long-term planning. If you want to make a nation or a city investable, the branding must reflect what’s actually being delivered on the ground. That’s what gives a place global standing.”
