BelArabi, a communications agency specialising in Arabic-language services, has launched a new initiative aimed at supporting female-led startups, as it looks to address visibility and growth challenges across the region’s entrepreneurial ecosystem.

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The programme, titled “Tamkeen by BelArabi”, will provide two selected startups with three months of communications support, including public relations, media engagement, influencer marketing and social media strategy, at no cost.

The initiative is rooted in the personal journey of founder Ghida Abou Zeki, who reflects on her early experiences building a career in the United Arab Emirates.

“When I first stepped in the UAE in 2014, I felt that only here my dreams will be heard and seen and today is the day I can give back to a country that turned my dreams to reality. Launching this BelArabi initiative for startups, will support small businesses that need it most right now and give back to the startup community that helped shape our journey,” said Ghida.

“The UAE has become a global hub for entrepreneurship however, some female-led startups across the region face unique challenges in scaling their businesses,” explains Ghida. “Access to visibility, gaining earned media coverage and having the right strategic communication support can often be difficult, especially in the early stages of growth.”

She adds that many founders are required to manage multiple functions simultaneously, often without the resources needed to establish a strong and consistent brand presence.

Ghida emphasises that thought leadership is central to building long-term credibility, enabling founders to position themselves as authoritative voices through insights, commentary and educational content. In Arabic communications, she notes, this becomes particularly effective when delivered with cultural and linguistic authenticity.

Influencer marketing also plays a key role in shaping brand perception in digitally connected markets such as the UAE, with Ghida highlighting the importance of alignment and authenticity.

“In addition, navigating culturally nuanced communication, particularly in Arabic, can be a barrier for startups looking to connect authentically with local audiences,” Ghida says.