Corporate learning in the MENA region is transforming. What’s driving this?

This interview was originally published on Fast Company Middle East.

For years, employee development across the MENA region relied heavily on traditional methods—classroom lectures, fixed-schedule workshops, and standardized training programs. These approaches, while foundational, are increasingly being left behind as workplaces evolve and digital technologies reshape the way people learn.

Today, corporate training in the region is undergoing a sweeping transformation. What was once a series of ad-hoc, in-person sessions has matured into a strategic function. Learning and development is emerging as key drivers of organizational agility, and talent retention.

“There’s an increasing need for upskilling and reskilling, considering widespread talent shortages and rapidly shifting business demands,” says Samar Sayegh, PwC partner and PwC Academy Middle East leader.

Sayegh adds that governments and private enterprises have ramped up their investments in workforce development. Regional initiatives such as the UAE’s Jahiz Program, Saudi Arabia’s Human Capability Development Program (HCDP), and Bahrain’s Tamkeen Project reflect a shared commitment to preparing the workforce for future demands.

Rethinking Traditional Training

Sayegh says legacy training methods remain challenged by logistical and operational limitations. “High time and resource commitments, the difficulty of coordinating training across geographically dispersed teams, and inconsistent engagement levels make it difficult to sustain impact.”

Highlighting conventional methods not only require physical attendance but also struggle to accommodate different learning preferences, Dr. Faten ElBanby, a trainer at the Egyptian Banking Institute, says, “Digital learning, by contrast, is accessible anytime, anywhere, and is far more cost-effective. It can significantly enhance employee retention and satisfaction while keeping professionals updated on industry best practices.”

The Rise of Blended Learning

The pandemic catalyzed a shift to online learning across the region. But as companies embraced digital platforms, many discovered that e-learning alone wasn’t enough.

“Relying solely on e-learning can create issues such as reduced employee engagement without direct interaction, limited practical application, especially for soft skills, and a risk of cultural misunderstandings due to a lack of personal contact,” says Keith Usher, a Dubai-based management trainer.

Sayegh also highlights the growing challenge of digital fatigue. “As screen time increases and virtual interactions dominate the workplace, learners show signs of cognitive overload and disengagement — a reminder that human connection and experiential learning matter.”

A blended learning model—combining online modules with in-person experiences—has emerged as a powerful solution. This hybrid approach enables scale and flexibility while preserving the depth and connection that live learning offers.

“Flexibility is especially valuable in the Middle East, where workforces are multi-cultural, work across multiple time zones, and are from different backgrounds,” says Sayegh.

Usher emphasizes that hybrid models foster personal connections and measurable learning outcomes—especially when supported by active managerial coaching.

Real-World Applications

Across the MENA region, leading organizations are designing blended ecosystems that merge digital convenience with experiential depth.

In the UAE, the International Center for Biosaline Agriculture (ICBA) launched an e-learning platform in 2022, offering self-paced courses in climate adaptation, crop diversification, land management, and other specializations. Developed in collaboration with the UN’s Food and Agriculture Organization, the courses aim to expand the reach of the center’s capacity development programs.

Retail giant Chalhoub Group has also adopted a blended learning approach, integrating e-learning with mentorship, coaching, and in-person sessions.  

“We leverage a range of authoring tools, AI-powered platforms, and gamification techniques to build content that is engaging and relevant,” says Zaur Shiraliyev, Vice President of Learning and Development at Chalhoub Group. He emphasizes that traditional learning methods also play a vital role within a hybrid learning ecosystem.

Saudia Academy is another example of how digitization can enhance training efficiency and capacity. In partnership with Microsoft partner Netways, the aviation training provider upgraded its training management system to deliver more flexible and customized learning experiences. Completed in 2024, the upgrade increased the academy’s training efficiency and expanded its capacity, enabling the automation of more than 8,000 course schedules and the delivery of online sessions.

Meanwhile, the Egyptian Banking Institute (EBI), the training arm of the Central Bank of Egypt, recently launched a new mobile app offering access to over 100 self-paced e-learning courses. The curriculum spans various subjects—banking and finance skills, information technology, human resources, and customer service.  

“Companies now recognize that combining e-learning with in-person training creates the most effective learning environment,” says Usher. “Blended learning leverages digital efficiency while maintaining personal interaction, essential in a culturally rich and relationship-oriented region like MENA.”

However, for blended learning to succeed, he emphasizes the critical role of managers. “Managers must take on active coaching roles,” he says. “They bridge the gap between digital learning and workplace performance by offering ongoing feedback and support.”

Technology and Customization

One-size-fits-all solutions are no longer sufficient. Regional organizations increasingly seek customizable, culturally relevant training that reflects their operational context and business goals.

“Technologies that enable personalization, mobility, and interactivity are gaining the most traction,” says Sayegh.“Learning management systems that offer AI-driven recommendations, mobile-friendly platforms that support learning on-the-go, and collaborative tools that allow for peer learning and discussion are proving especially effective.”

Equally important is the relevance of the content itself. As the workforce becomes more diverse and digitally savvy, demand for learning that speaks directly to the region’s cultural and linguistic landscape is rising.

“This is essential for ensuring that learning resonates and drives behavioral change. Content that reflects local values, uses relevant case studies, and is available in Arabic and English is increasingly in demand,” says Sayegh.

According to Shiraliyev, gamification and micro-learning are also reshaping how employees engage with content. Bite-sized modules help busy professionals absorb information efficiently, while interactive experiences improve knowledge retention—especially among younger staff.

Measuring Impact

Success in learning isn’t just about course completion. According to Sayegh, organizations should focus on how learning translates into performance, behavior change, and business outcomes. She recommends combining quantitative analytics, like engagement time and quiz scores, with qualitative feedback, manager reviews, and post-training assessments.  

For Chalhoub Group, impact metrics depend on the program’s nature and objective. For example, Shiraliyev says bite-sized modules for store consultant teams are evaluated through metrics like customer satisfaction scores, product knowledge assessments, and sales performance.

“The future of learning doesn’t lie in choosing between digital or traditional,” says Sayegh. “It lies in merging the best of both to create a holistic, human-centered experience.”