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INTERNATIONAL

around for quite a long time. Next year we will “ The Arab region is also very rich
celebrate our 50th anniversary. We are here as a
link between Switzerland and the Arab countries, with dates, another fruit that is
the members of the Arab League. Our role is very rich in nutrition but it has not
to promote business, trade, and investments
between Arab countries and Switzerland, and been branded and marketed very
also to create opportunities for both sides.
well around the world. Like the sun,
Just before you arrived, a Swiss company came dates is a common fruit in all Arab
to my office looking for business opportunities countries from Yemen to Palestine to
in the Arab region. They came to us to ask us
what we can do for them and where they can Mauritania.”
focus as a business.
They had a number of countries they wanted
to focus on. They came here for advice. So, civilization , culture and history. Switzerland is very experienced
we advise companies, and we also help them in tourism, and I think here is something we have in common, and
to find partners for their businesses. We also we can benefit from it together. So, we should not look at the Arab
create a link between them and the countries region only as a source of oil and gas.
they want to invest in, with the government’s
officials, with the promotion agencies, or with You can also think about the sun, the sand and the sea. You can
the people who will help them to establish their certainly also think about the culture. We have so many other
businesses in the Arab region, and vice versa. products – for example, in the food and agriculture sector. Maybe
For Arab companies that want to do business the region is not very well known for its agriculture products.
in Switzerland, we can do the same thing. We Currently, most of the agricultural products come from Lebanon,
also advise countries and companies on so Syria, and Egypt, but we have for instance olive oil production in
many issues, including making sure that the many Mediterranean Arab countries all the way from Jordan to
companies they want to work with in the Arab Morocco. In Morocco we have Argan oil. In Sudan we have the
region or in Switzerland are reliable and well Arabic Gum. In Oman we have the Frankincense. Egyptian Cotton
known, and that they are not fraudulent. is the best cotton in the world. We also have the most famous coffee
In addition, we organize networking events in the world in Yemen and Vanilla in Comoros. The Arab region is
for our members from the Arab countries also very rich with dates, another fruit that is very rich in nutrition
and Switzerland. We are also planning to but it has not been branded and marketed very well around the
resume Fact Finding missions and visits for world. Like the sun, dates is a common fruit in all Arab countries
companies to explore opportunities and find from Yemen to Palestine to Mauritania. With hundreds of varieties
business partners. of dates trees in Saudi Arabia and Iraq.

When we think about your region, we Many countries in the Arab region are also very rich with fish
often think about oil and gas, yet the region and fish products. There are so many other products that are well
encompasses a great variety of countries, some known in this part of the world – but not beyond – that we need to
very rich, some very poor and everything in promote so people can learn about what we have to offer.
between. How do you conciliate all this?
One thing all Arab countries are rich with You just started at your new job. Could you tell us a little more
– other than oil and gas – is the sun. Other specifically about your center and what you would like to achieve?
than a commonality when it comes to energy I started in this new position ten months ago, and I think being
(and I’m talking about the sun as a source of here is a good opportunity for me. I’ve lived in Geneva and in
solar energy plus the new renewable energies Switzerland for a long time, so, I know the country very well. I
that we are looking into right now), we’re also also know the Arab countries and their cultures and what they’re
looking at tourism as an important sector in looking for. There are many sectors and many issues that we want
the Arab region. to focus on.

I can talk about all the regions, not only one The Arab countries are diverse, and, if I may say so, we can be
particular country, because we are rich in divided in three categories. The first is Arab countries that are

w w w. d i va i n t e r n at i o n a l . c h