The year 2015 seems to be the year for the United Arab Emirates; not only has the UAE proclaimed 2015 to be its “Year of Innovation” (and is so far living up to this name), it’s also impressing on the world stage. As Hussain al Nowais, an avid follower of UAE culture and current events, argues, the UAE’s showing at the World Expo in Milan has once again demonstrated how the UAE has transformed into a major global player.
Journalists and attendees of the World Expo have made clear that the UAE’s pavilion is among the most attractive and original of all those present at the event. Crowds are flocking to get an up-close view of the UAE’s impressive array of foods, products, business opportunities, and much more. Even Italian Ambassador to the UAE Giorgio Starace noted that the UAE’s pavilion was the most distinctive and organized at the Expo. The pavilion’s structure—comprised of sleek rippled walls—is not only notable for its originality, but was also uniquely designed to be deconstructed and reassembled in back in the UAE, a choice reflective of the UAE’s overall focus on sustainability and innovation.
The UAE’s strong showing at the 2015 Milan World Expo is significant for two reasons, the first being that the UAE has emerged as one of Italy’s strongest trading partners. As of early summer, 2015 Italian exports to the UAE stand at 6 billion euros. The UAE’s participation at the World Expo therefore not only reaffirms important trading partnerships, but is the perfect platform to forge new business alliances and increase trade further.
Secondly, the UAE’s impressive showing at the 2015 World Expo is vital to building anticipation for its own World Expo hosting opportunity, to occur in 2020. The UAE’s ability to offer up a pavilion that showcases products, businesses, and technologies that visitors about which visitors are genuinely excited increases its ability to successfully market the 2020 World Expo and attract even more attendees from around the world.
As Hussain al Nowais notes, the 2015 World Expo is in many ways a well-deserved reward for the UAE’s tireless efforts to improve, adapt, and innovate.