For decades, the GCC and the Middle East have suffered from a poor image in the West. Often associated with terrorism and extremism, few Arab countries have been able to break this image. The UAE was among the few countries that were able to project a business image to the outside world and offer a new and prosperous perspective. Saudi Arabia has achieved a milestone in this image transformation at the FII summit in 2017. What should the Gulf and the Middle East do to maintain the momentum and build on the positive image that business and transformation are reflecting? Do they need to invest the same efforts to change their images within the region?