How multilingualism drives international trade (using the example of Russian tourism in Dubai)

In this article we examine how multilingualism is more than means of communication but an engine that pushes trade forward by reducing transaction costs, or costs of miscommunication, increasing the consumer’s trust, and feelings of inclusion. It serves as means of market access for businesses looking to expand globally and locally. Russian speaking tourists in Dubai are the case study of this research, focusing on the language inclusive policies influence on visitors experience. The research showcases the insights from tourism market reports, trade, and industry practices to develop a practical framework that links linguistic touchpoints to measurable economical outcomes. The frameworks are complemented with a dataset and visuals. We complement the framework with an illustrative dataset and two visualizations that demonstrate how Russian arrival and spending composition could evolve when Russian-language services are scaled. The findings suggest that multilingual strategies (spanning signage, staffing, digital interfaces, financial services, and after-sale care) can meaningfully boost both visitor satisfaction and cross-border commerce. The article concludes with an actionable KPI matrix and policy recommendations that destinations and firms can adapt to strengthen resilience and growth in a volatile macro-environment.