Strategy
Salik aspires to become a global leader in providing sustainable and smart mobility solutions. Over the next four years, Salik will focus on four key strategic pillars.
Thrive in the core tolling business
Maintain consistently strong core business performance
- optimise fee collection.
- achieve operational excellence and healthy financial performance.
total revenue generating trips up by 8% to 498.1 million in 2024
total revenue up by 8.7% to 2.3 billion in 2024
stock return up 73.6% in 2024 and up 170% since IPO in 2022
market cap up AED 17.2 billion in 2024 and up AED 25.5 billion since IPO
opened two new toll gates
- on track for further growth in 2025, given increased traffic, the two new toll gates, and variable pricing from the end of January 2025.
Apply technology to enhance customer experience
- expand chatbot services across the Salik app and WhatsApp.
- rebrand and revamp the Salik app.
- integrate UAE Pass for seamless access.
- upgrade the Interactive Voice Response (IVR) system.
- introduce new communication channels for better connectivity.
new Salik tag personalisation (design and message) rolled out.
positive feedback from customers.
- chatbot services, new Smart Salik app, UAE Pass and IVR system to be rolled out.
- role of AI to be developed to improve customer service and operational efficiency further.
Build ESG stewardship
Pursue ESG agenda aligned with the UAE’s sustainability goals
Reduce carbon footprint and environmental impact
- transition its gates to solar power over the medium to long term.
- implement free‑flow gates to alleviate traffic congestion at toll points, thereby conserving fuel.
- adopt paperless strategy that saves 4.9 tonnes of CO2 emissions each year.
- offer a tag activation fee exemption for owners of electric vehicles.
- commit to Dubai’s ambitious target of achieving net zero emissions by 2050.
solar panels are used at Jebel toll gate and the two new toll gates.
all ten Salik gates are free‑flowing.
paperless strategy is saving 4.9 tonnes of CO2 emissions each year.
exemptions from tag activation fees for electric vehicle owners.
- committed to achieving Dubai’s net zero emissions by 2050.
- all gates to be converted to solar‑powered
Contribute to people’s happiness, safety and community development
- provide exemptions and toll subsidies for people of determination, public transport, and school buses.
- maintain high customer satisfaction rate.
- committed to equality and inclusivity within the workforce.
exemptions provided for people of determination, public transport, school buses, and emergency services
maintained a customer satisfaction rate of over 90%
Contact Center World Awards: silver medal in EMEA region
Insights Outsourced Helpdesk of the Year award
GCXA Best Contact Centre bronze awards
female composition of workforce 20.8%
Emirati nationals 31.3% of total workforce
- continuing commitment to assisting people of determination and users of public transport and school buses.
- further, regular reviews of customer satisfaction rates.
- ongoing commitment to equality and inclusivity.
Adopt and showcase best‑in‑class ESG practices
- operate on the basis of a transparent Concession Agreement with the RTA.
- implement strict ESG screening processes for all vendors to uphold high ethical standards.
fulfilled all obligations of the Concession Agreement with the RTA
we developed the screening process in 2024 and plan to implement it in 2025.
- continue with Concession Agreement until 2071.
- advance ESG practices and reference GRI and DFM.
Achieve sustainable growth with ancillary revenues
Deliver seamless parking
- expand in the private parking sector, building on partnership with Emaar Malls.
- develop tailored access control systems for residential and institutional clients.
rolled out first seamless parking at Dubai mall in July
- new seamless parking across the UAE, with Parkonic
- launch further partnerships
Build a portfolio of vehicle‑centered mobility services
- enable direct payments through Salik accounts for services such as fuel, EV charging, and car washes.
- invest in emerging mobility technologies
- direct payments enabled
Expand ancillary revenue streams
- sell advertising space on Salik products and platforms.
- monetise data: collaborate with mobility players to generate revenue through data.
new partnership, with Liva in November, giving drivers reminders and a seamless renewal process
- roll out further initiatives in 2025
Future‑proof the Company
Ensure efficient treasury management and funding
- implement systematic cost management, effective cash flow control, and proactive credit level management.
- consider potential Sukuk or bond issuances.
free cash flow AED 1.5 billion in 2024 (up by 0.5%)
assigned investment grade ratings in the single A category by both Fitch and Moody’s
- consider bond issuances to further extend debt tenure
Build a brand identity and reputation with strong ethics to serve stakeholders
- develop a brand identity to support the mission and vision.
- build and maintain trusted relationships with stakeholders.
company and contact centre awards (see above)
- continue regular communications with all stakeholder groups
- continue to strengthen Salik’s reputation and relationships with internal and external groups
Develop internal capabilities for resilience and operational excellence
- cultivate a workplace that attracts, develops, and retains the best talent.
- build best‑in‑class IT and cyber security architecture.
one of the top 100 CEOs in the Middle East, ranked by Forbes
Salid, CEO and CFO ranked top by MEIRA (Middle East Investor Relations Association)
100% record on cyber security in 2024
- continue to foster an inclusive, productive and efficient operation