Soon after Houthi attacks forced Saudi Arabia to shutter its capital’s main airport, one consultant drove for hours to get to Riyadh from Oman. The executive left two weeks later and plans to return soon, this time via Doha, betting that showing up will offer an edge over rivals who’re staying away. Another professional who canceled a trip over security concerns faced questions from a Saudi client for failing to appear in person.

While many companies in Riyadh have shifted to remote work, some local entities expect international advisers to be available for in-person meetings, people familiar with the matter said. That underscores the unique challenges confronting global firms operating in Saudi Arabia. The Public Investment Fund has long said that it will hold off working with companies not headquartered in the kingdom and officials have tried to lure them with lucrative deals, but many professionals continue to fly in.

The nation still lags the United Arab Emirates, which has become a magnet for hedge funds, Wall Street giants and major corporations alike. Regular commuters now face a choice between traveling into the kingdom as attacks continue, or risk losing out to competitors who may be more willing to do so. The need to demonstrate commitment has become more acute as the war escalated, some people familiar with the matter said. Indeed, government officials have continued to strike a defiant tone, even as major events, such as the flagship Future Investment Initiative at which top global financiers convene every year, have been canceled or delayed.

“To everyone who has traveled to Riyadh, thank you,” Saudi Energy Minister Abdulaziz bin Salman said at the World Petroleum Congress last month. “Your presence matters. When circumstances become more difficult, dialogue becomes more important.”

The Houthis, part of Iran’s so-called “axis of resistance,” have been in conflict with Riyadh since well before the US-Israeli war began in February. They stepped up their attacks in October after Saudi-backed Yemeni forces launched an offensive to recapture Houthi-held areas.

Since then, strikes on airports including Riyadh have killed over 20 people. Travel guidance from countries including the US and Britain has led some firms to curb visits in recent weeks. Executives who are able to enter the kingdom are now making arrangements for longer-term stays to minimize security risks, some of the people said. One Abu Dhabi-based executive whose firm was already struggling to win Saudi business has continued flying in to Bahrain and driving onward to meetings in Khobar and Riyadh to avoid losing out. To be sure, the security situation across the region remains uncertain. President Donald Trump has repeatedly threatened a new round of strikes on Iran after the US midterm elections on Nov. 3, which would escalate risks not just for Saudi Arabia but the broader region that’s already reeling from the impact of Iranian attacks earlier this year. The fourth quarter is especially important for neighboring countries like the UAE, which is due to host the Formula One Grand Prix as well as other major finance and cultural events.

For now, financial executives have continued to show up in Abu Dhabi and while two energy firms canceled plans to attend the city’s annual oil conference, OpenAI boss Sam Altman made an appearance. But despite the current risks and while some executives have privately complained about Riyadh’s ability to deploy capital as freely as its neighbors, Saudi Arabia remains attractive. The Arab world’s biggest economy is in the midst of a multi-trillion dollar economic revamp that continues to throw up multiple opportunities for international firms in non-oil sectors from tourism, to artificial intelligence and technology, to manufacturing and infrastructure.

“I expect this to push serious firms toward more people based in-country and fewer weekly commuters,” said Linus Bauer, founder of Dubai-based BAA & Partners. “That’s what Riyadh has wanted through its regional HQ policy and the attacks may accelerate it rather than reverse it.”Get the Mideast Money newsletter, a weekly look at the intersection of wealth and power in the region. Nonetheless, Riyadh has so far been unable to convince a large number of professionals moving to the region to be based there.

Many still prefer to live in Dubai, making the short flight between the two hubs one of the busiest travel routes globally prior to the war. The Saudi capital has fewer housing and schooling options and a less familiar lifestyle for western expatriate families, although that is slowly changing: late last year, the kingdom froze rents for five years to boost affordability and started allowing high-earning residents to buy alcohol.

Now, the commuting arrangement could become harder to sustain as attacks disrupt air travel and companies reassess the risks of sending staff. “The bigger test in my view is the next three months,” Bauer said. “If Riyadh airport stays open and the air defense gaps are closed, confidence comes back quickly. Another successful strike would be a different story. Then you’d see foreign airlines and multinationals reprice Saudi exposure for the long term.”The kingdom’s size and extensive transport links offer alternatives to flying into Riyadh, but the capital’s main airport is also slowly reopening.

Daily life has continued as normal across much of Saudi Arabia despite the latest escalation, and thousands attended a concert by Lebanese singer Fadel Chaker last month. “Saudis are getting on with their lives and their work, offices are open and meetings are happening,” said Rana Maristani, CEO of UK-based R Consultancy Group, which supports firms expanding in Saudi Arabia. “For consultants, it’s also a time when clients want you close. They value people who pick up the phone, keep things moving and stand with them.”