UAE

In-depth reporting on the UAE’s economy, institutions, infrastructure, and national developments influencing business and society.

### From Brazil to Dubai Maria Pavani did not build her business through strategy alone. Instead, she built it around a lifelong connection to coffee. Growing up in Brazil, she saw coffee as more than a drink. It played an important role in everyday life, bringing people together and creating moments of connection. As a result, when she later entered business, she focused not only on selling coffee but also on creating an experience around it. Then, in 2013, she moved to Dubai. Although the move took her far from the familiarity of home, it also opened the door to new opportunities. She started working as a barista, and through that role she learned how customers behaved, what they valued, and how the local coffee market operated. Consequently, she gained practical experience that helped her understand both the business and cultural sides of the industry. ### Turning an Idea Into a Brand Later, Maria Pavani transformed those insights into a business. In 2019, she launched Tres Marias Coffee Company with a clear goal: to create a brand that combined quality, purpose, and experience. Rather than focusing only on the product itself, she built the brand around community, storytelling, and emotional connection. Therefore, Tres Marias quickly stood out in the highly competitive specialty coffee market. In addition, the company’s identity reflects the values she brought from Brazil—warmth, connection, and shared experiences. Because of that, customers relate to the brand on a deeper level instead of seeing it as just another coffee company. ### Expanding Beyond One Product However, Maria Pavani did not rely on a single product to grow the business. Instead, she expanded Tres Marias Coffee Company across several formats. The company now offers instant coffee, coffee capsules, and home brewing products. At the same time, it has introduced plant-based options to meet changing consumer preferences. As a result, the brand appeals to a wider range of customers, from people looking for convenience to those seeking a more specialised coffee experience. Meanwhile, the company also expanded its reach through retail partnerships and online platforms. By doing so, Maria Pavani ensured that customers could access the brand in different ways and across different lifestyles.

Maria Pavani Reveals What Made Her Coffee Business a Success

From Brazil to Dubai Maria Pavani did not build her business through strategy alone. Instead, she built it around a lifelong connection to coffee. Growing up in Brazil, she saw…

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### Tourism’s Growing Role in Sharjah’s Economy Tourism now contributes around 10 percent of Sharjah’s GDP, making it one of the emirate’s most important economic sectors. At the same time, Sharjah continues to expand its tourism offering across different regions. Along the coast, destinations such as Khorfakkan and Kalba attract visitors with beaches, nature, and outdoor activities. Meanwhile, heritage and archaeological locations in Mleiha highlight the emirate’s history, while the desert landscapes of Al Badayer add another dimension to the tourism experience. As Sharjah develops these destinations further, demand continues to rise for new visitor experiences, stronger services, and more innovative strategies. Consequently, the emirate increasingly views partnerships with universities as a necessary part of long-term growth rather than an optional initiative. ### Preparing Students for Real-World Challenges At the academic level, universities are focusing less on theory and more on direct exposure to the market. Instead of studying only in classrooms, students now work on real challenges from the tourism and business sectors. As a result, they gain practical experience while still completing their studies. Moreover, universities have integrated subjects such as marketing, design, and media studies into this approach. Cross-disciplinary teams can therefore work together to solve real problems and develop ideas that match the needs of the tourism industry. This method brings education much closer to practice. By the time students graduate, they already understand how the market works and have experience that reflects real business conditions rather than simulated classroom exercises.

Why Sharjah Is Using University Collaboration to Support Future Tourism Growth

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