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31 May 2026 22:20

Experiential Marketing

The Performance Coach Middle East at the 18th Global Women in Leadership Economic Forum in Dubai

This month sees Tracy May, Managing Partner of The Performance Coach, Dubai (TPC), as a valued speaker at the 18th Global Women in Leadership (WIL) Economic Forum that takes place 24-25th October at the Ritz-Carlton DIFC, under the patronage of His Excellency Sultan bin Saeed al Mansouri, Minister of Economy, United Arab Emirates.

Tracy, as a highly experienced performance coach herself, will be leading a Diversity and Inclusion workshop on the subject of Cultural Fatigue, one of a variety of specialised workshops taking place throughout the duration of the two-day event.

With a career that spans 25 years in talent management, an academic background in clinical psychology and numerous years’ experience working with multinationals and local organizations across the Middle East, Africa, Europe and Australasia, Tracy aims to inform and educate those 500 global male and female business leaders, entrepreneurs and professionals who attend the forum, on the importance of cultural intelligence. Through the workshop, taking place on the 2nd day of the conference, she will share some of TPC’s research on the impact of cultural fatigue and how to further ensure that as both companies and individuals, support is given to close the gap between diversity and inclusion intentions and impacts.

Cultural Intelligence (CQ) is extremely topical for GCC businesses, who have an increasingly diverse spectrum of nationalities in their workforce and is a practice that has been tested by academic researchers in over 98 countries for nearly 2 decades. It measures an individual’s capability to relate and work effectively in culturally diverse situations. Organizations need to understand, benchmark and develop cultural intelligence (CQ) the way that they address other business challenges and opportunities in order to perform effectively in such environments.

The Performance Coach enables both individual business leaders and teams to develop their capabilities and maximise their professional potential. This is mostly done by translating awareness into action through executive coaching and team workshops that allow participants to draw on their own inherent experience, skills and abilities and leverage them more effectively in the workplace.

The 18th Global Women In Leadership (WIL) Economic Forum is an excellent platform for these topics to be discussed, with a view to understanding the challenges and opportunities inherent in diversity and sharing experiences that produce valuable and actionable business outcomes, whilst recognising women as key economic drivers. Alongside these educational workshops, the forum also hosts the WIL Achievement Awards with categories such as ‘Leading Businesswoman of the Year’ and ‘Female Entrepreneur of the Year’ as well as a variety of interactive panel discussions and inspiring keynotes.

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