Article:
ISSUE No.4 Mai - June 2007

Emirates Germany Business Summit
Bilateral Economic Summit in Frankfurt

The Emirates Germany Business Summit will be held in Frankfurt am Main from 8 to 10 May 2007 to reinforce the economic relations between the two countries. This is the fourth time that economic, political, cultural and media representatives from both countries will have met in Germany to compare notes on chances and opportunities in seminars, workshops and panel discussions.  

Following the successful events in Essen and Munich, this year it is Frankfurt’s turn to play host. The metropolis on the Main river is regarded as the German centre for finance and trade and gladly receives high-ranking visitors from both Germany and abroad. The Emirati Minister of Economics, Sheikha Lubna Bint Khalid Al Qasimi, will be joined by Hessian First Minister Roland Koch and the Lord Mayoress of Frankfurt, Petra Roth. The Emirati exhibitors from the growth industries logistics, property, tourism and telecommunication will attract particular interest from the German camp. Germany is presenting itself with innovative technology, know-how and expert knowledge as a market leader in many engineering sectors and is hoping for lucrative contracts from the booming desert nation.
The German-Emirati economic relations are developing positively and the trade volume has almost doubled since the first event of this kind in 2004. Primarily machines and cars from the luxury segment are being introduced on the German side, although so far there have hardly been any direct investments from Germany in the UAE. Nevertheless, over 600 German, primarily small and medium-sized companies have already ventured into the UAE and established themselves in the numerous free trade zones.  
The UAE tourism industry grows by 15 % annually and last year more than 6.3 Million tourists visited Dubai only. According to the ambitious plans of Dubai, 10 Millions guests are expected to come until 2010 while this number should rise up to 40 Million until 2015. Since Germany holds a leading position in outbound tourism, the summit in Frankfurt is an ideal platform for the tourism authorities from Abu Dhabi, Dubai and Sharjah to promote the emirates. During the three days conference program panel discussions on tourism, healthcare, education and industrial development are offered to exchange ideas and opinions on different fields of business. Exhibitors from Germany and the UAE cover all fields of activities, from large real estate developers like Al Fajer Properties to financial institutions like Dresdner Bank from Germany.
On the occasion of a press conference during the ITB in Berlin, Abdul Salam Al Madani, President of Index Holding Dubai, stressed the importance of the event: “The Germany Emirates Business Summit is the only annual event on business development with the UAE in whole Europe. This reflects the significance of the bilateral cooperation. The UAE are rated one of the most dynamic national economies worldwide with an annual growth of 23% last year and the UAE are Germany’s most important business partner in the Arab World.”
Tickets for the event in the forum of the Frankfurt exhibition centre cost 50 euros for all three days. More detailed information is provided at www.epforum.ae

 

Emirate of Sharjah - Focus on Germany

Amongst the large number of exhibitors from the United Arab Emirates, Sharjah shows strong presence at this year’s Emirates Germany Business Summit. The government has invested in large infrastructure projects to attract international industries and trading enterprises. Sharjah International Airport is situated just 15 kilometers from the city center and offers state-of-the-art facilities combined with traditional Islamic design. Even Germany’s airline company Lufthansa has chosen Sharjah to be their regional hub for the cargo division. Air Arabia – the first low-fares airline in the Middle East – was established in 2003 in Sharjah to facilitate quick and easy access to the whole region. Due to the strategic position with direct access to both the Arabian Gulf and the Gulf of Oman most of the UAE’s sea and air traffic is handled through Sharjah. Two free trade zones have helped to boost foreign investment and more and more European companies set up business over there.
The third largest Emirate is also known to be the cultural capital of the UAE. The city of Sharjah with more than 500.000 inhabitants overlooks the Gulf and is proud of its array of cultural projects to promote and to preserve local cultural heritage. Sharjah Expo Center was founded in 1976 as the first mixed-use exhibition, conference and entertainment center in the Middle East bringing international artists to the region. Today, Sharjah has gained worldwide recognition for the annual book fair and Sharjah International Art Biennial. Famous landmarks of the city are two covered souqs and numerous picturesque mosques. The restoration of Sharjah’s old city with residences of prominent national families began in the 1990s. Today the houses at Heritage Square are open to public and depict home life in the UAE as it was some 200 years ago. The ruler of Sharjah, His Highness Sultan Bin Mohammed Al Qassimi, has donated his personal collection of paintings and maps to be admired at the Arts Area at Al Shuwaiheen.
During the last years Sharjah’s successfully promoted itself as a top tourist destination offering high-class hotels and a wide range of activities from museums, souqs, to desert safaris and scuba diving. Last year, over 1.3 Million tourists enjoyed their stay in Sharjah where more than 70 hotels and hotel apartments are open to prove Arabian hospitality. The Emirate promotes itself continuously during international events and was awarded as the best exhibitor in the Middle East in the International Tourism Exchange (ITB) exhibition in Berlin earlier this year.

DiscoverME spoke with His Excellency Sheikh Sultan Bin Ahmed Bin Sultan Al Qassimi, Chairman of Sharjah Commerce & Tourism Development Authoriy, about the future prospect of the Emirate and its collaboration with Germany.

 
What role does Germany play as a partner in terms of business and culture?
Germany plays a big role particularly in the business sector and business relations started long time ago. We are very proud that Lufthansa’s regional cargo hub is situated in Sharjah. Many other companies from Germany are doing business in Sharjah; even my father had a partner from Germany.

How do you try to attract international companies to set up business in Sharjah?
Sharjah has the largest industrial area in the whole Middle East. We are in the middle of every other city in the region and very close to Dubai. Sharjah has two sea sides which is extremely important for trading. On the east cost you have deep sea levels and large ships can enter from there. Airport Free Zone and Hamriyah Free Zone have been established to attract foreign investors.

Sharjah is very active in international events. This year the Emirate took part at the ITB in Berlin and attends the Emirates Germany Business Summit in Frankfurt. Is Germany a preferred business partner?
Due to our long relationships with them we consider Germany as a very important partner. Our aim is to keep and to improve the collaboration. That’s why we attend these events in Germany.

As you know, Germans love to travel. What makes Sharjah attractive as a tourist destination?
In Sharjah we focus on culture and we want to keep the Islamic traditions. Today 16 museums showcase the regional history and many more will be opened soon. There is a big sports city coming up which was announced only some month ago. The desert offers many adventures. You can go hiking in the mountains and diving at both coasts. Many new hotels are coming up in the new area of Sharjah. His Highness started building a new road to Khor Fakkan on the east coast. In Khor Fakkan you will find a very nice beach and it is an ideal place for diving. We consider this to be the most beautiful place in the UAE. With the new road it will take only one hour to go there. Thus, whatever tourists are looking for – they will find it in Sharjah!

Have you ever been to Germany?
I went to Berlin this year on the occasion of the ITB. Unfortunately it was only a short visit, but I loved that city and I hope to see the Island of museums one day. We would like to link art exhibitions in Germany and Sharjah. Discussions are currently going on to realize this project. And hopefully I will come to Frankfurt during the Emirates Germany Business Summit.