Vitaliy Chiryassov: Expert Take On Prospects and Challenges of an Educational Business in the UAE
In this interview, we discuss how to start an education business in the UAE — be it preschool, school, university or specialized training — and succeed in the region’s cutthroat competition. Our expert today is Vitaliy Chiryassov, CEO of UPPERCASE, an international consulting firm, and UPPERSETUP, an online platform helping entrepreneurs start and run businesses in the UAE.
Question: Vitaliy Chiryassov You specialize in helping entrepreneurs establish businesses in the UAE, including in the education sector. What would you say are the most surprising or overlooked aspects of the UAE’s education market that investors should know about?
Answer: One of the most surprising aspects of the UAE’s education market is how rapidly it has evolved to meet the demands of a highly diverse and ambitious population.
Many investors come in expecting a traditional market, and instead they find a dynamic, innovation-driven sector.
A key overlooked aspect is the sheer diversity of the student population. With over 200 nationalities, educational institutions must cater to a wide range of curricula: British, American, IB, Indian, and many more. This creates a unique challenge but also a tremendous opportunity.
Finally, many investors underestimate the importance of localization. While it’s true that the UAE is a global hub, it’s absolutely critical to understand the nuances of Emirati culture to run a business here.
Q: Could you walk us through the key licensing requirements and how they differ across the Emirates?
A: The key thing to understand is that while there are federal-level guidelines, but each Emirate also has its own requirements.
At the federal level, the Ministry of Education (MOE) oversees licensing and accreditation, ensuring that institutions meet national standards. However, in practice, much of the regulation happens at the Emirate level. For example, in Dubai, the KHDA handles approvals and inspections, while in Abu Dhabi, it’s ADEK, and in Sharjah, it’s SPEA.
For example, in Dubai, the KHDA requires schools to follow a detailed application process, including submitting a business plan, curriculum details, and facility specifications. They also conduct inspections to ensure compliance with their standards. In Abu Dhabi, ADEK places a strong emphasis on aligning with the Emirate’s educational vision, which includes integrating technology and innovation into the curriculum.
Another critical aspect is the facility requirements. Each Emirate has specific guidelines on the size, layout, and amenities of school buildings, which can vary depending on the type of institution — preschool, K-12, or higher education. For instance, outdoor play areas are mandatory for preschools, while universities must have dedicated research facilities. These are checked during inspections.
At UPPERCASE and UPPERSETUP, we’ve helped many clients navigate these requirements through understanding of the regulations, building the right partnerships, and staying proactive with compliance.
Q: With so many international schools and institutions in the UAE, how do you recommend new entrants differentiate themselves? And what are some common pitfalls they should avoid?
A: Focus on your unique value proposition. What makes your institution stand out? Is it a specialized curriculum? Is it innovative teaching methods, such as project-based learning or strong tech integration? Parents in the UAE are looking for schools that offer something beyond the standard — something that aligns with their aspirations for their children’s future.
Q: The UAE’s population is incredibly diverse, with students and families from all over the world. How does this multicultural environment influence decisions around curriculum, staffing, and even marketing strategies?
A: Let’s start with the curriculum. Parents in the UAE often look for schools that offer globally recognized programs, like the British, American, or IB curricula, because they want their children to have options for higher education abroad.
When it comes to staffing, hiring from a range of nationalities builds trust with families from different cultures, which, essentially, widens your target audience.
Marketing is challenging because you’ve got different nationalities and then different groups within them. A campaign that resonates with European upper class families might not connect with South Asian or Arab upper class families and vice versa. That’s one more layer of complexity to worry about. But social media, community events, and word-of-mouth are all powerful tools here, as long as you approach them with the right strategy.
Q: Technology has become a game-changer in education, especially after the pandemic. What tech investments would you say are must-haves for new educational businesses in the UAE? And how do these investments impact the overall business model?
A: I always recommend that clients invest in a robust Learning Management System (LMS). Platforms like Google Classroom, Moodle, or Canvas help streamline teaching, assignments, and communication between teachers, students, and parents. In a market as competitive as the UAE, parents expect seamless digital experiences, and an LMS delivers that.
Additionally, smart classrooms are becoming something that is expected from a better school or university: interactive whiteboards, tablets, and even VR tools. I’d also recommend investing in cybersecurity and data privacy tools. Privacy and security is very important, but also a big selling point for parents.
Q: Recruiting and keeping great teachers seems to be a challenge in the UAE’s education sector. What strategies have you seen work best for attracting and retaining top talent?
I’d say: don’t underestimate the power of word-of-mouth. Happy teachers are your best recruiters. If your school has a reputation for treating its staff well, you’ll find it much easier to attract top talent.
Building that reputation means offering competitive salaries, a clear path for career growth, and even support for work-life balance. The reality is simple: if you don’t provide these benefits, your competitors will – and then they’ll attract the talent you’re trying to recruit.
Q: If you were to look into the future, what trends do you think will shape the UAE’s education sector in the next five years?
First, we’re already seeing AI, VR, and personalized learning tools make their way into classrooms, and this is only going to accelerate. Schools that invest in this tech will have a clear advantage, especially as parents and students come to expect digital learning experiences.
Second, hybrid learning, which combines online and in-person classes, is likely going to become more popular. Parents want convenience and they want to spend more time with their kids, and schools that can offer that will be more competitive.
Another trend is the growing demand for specialized education, like STEM, arts, or vocational training, as parents are looking for schools that offer niche programs tailored to what their children enjoy and what will help them in the future career paths.