UAE Pavilion concludes successful participation at Hannover Messe, advances Emirati-German business ties

After five days, 250,000 visitors and 6,500 exhibitors, Hannover Messe draws to a close, as the UAE Pavilion reflects on yet another successful participation for a milestone tenth year.

The UAE Pavilion, consisting of 31 government and private sector exhibitors, saw a variety discussions and agreements with foreign officials, internationals stakeholders and fresh investors.

Led by the Ministry of Economy and Department of Economic Development - Abu Dhabi, meetings during the week-long Emirati representation at the world's largest industry and manufacturing trade fair have advanced bilateral trade relations and economic ties.

Ministry of Economy

A Ministry of Economy delegation led by H.E. Abdullah Al Saleh, Undersecretary for Foreign Trade and Industry met during Hannover Messe with Frank Horch, Hamburg Minister of Economy, Transport and Innovation, along with additional senior delegates and representatives from both sides.

The meetings reviewed areas of cooperation between the UAE and Germany, including trade, business creation and investment exchange, as well as discussing opportunities to expand and enhance collaborative frameworks in the fields of industry, aviation and ports. Knowledge transfer and exchange programmes were also discussed, with a focus on scientific research, innovation and entrepreneurialism.

The UAE is Germany's largest trading partners in the region, with non-oil trade between the two nations totalling USD 15.5 billion throughout 2015, and the discussions represented opportunities to further expand the mutually beneficial relationship.

Al Saleh emphasised that Hamburg is one of the largest cities in Germany experiencing significant economic development, and features a diverse economic and industrial base. This provides plenty of scope for both sides to develop lucrative cooperation frameworks in vital sectors of the economy and among the respective business communities, he continued.

As part of its involvement with Hannover Messe, the Ministry of Economy delegation also visited Siemens' Digital Analysis Centre, where they met with the company's top executives to discuss the latest developments in the industrial sector, Internet of Things technologies, and other advanced applications. In addition to H.E. Abdulla Al Saleh, the Emirati delegation to Siemens also consisted of Mohamed Al Zaabi, Director of Trade Promotion and Investment; Ahmad Albloshi, Director General of Abu Dhabi Industrial Development Bureau; Ahmad Bin Ghannam, Acting Executive Director of International Economic Relations at the Department of Economic Development - Abu Dhabi; Abdulaziz Bawazir, Acting Executive Director of ZonesCorp, and other senior officials, who visited facilities such as the research and development (R&D) and innovation labs.

Department of Economic Development - Abu Dhabi

The Department of Economic Development - Abu Dhabi, which hosted the UAE Pavilion, also had a number of significant interactions with international representatives, officials and visitors, and saw senior representation at the sixth annual UAE Investment Forum and presentations on the department's Takamul programme. The Industrial Development Bureau also participated in a panel discussion during the Investment Forum.

H.E. Ali Majed Al Mansoori, Chairman of the Department of Economic Development, said at the Investment Forum: “This year, we have chosen to highlight the UAE's contribution to the Fourth Industrial Revolution. It is our aim to drive this revolution and lead the efforts to advance these strategic initiatives into a global movement.”

Speaking at the close of the five-day exhibition, Al Mansoori noted: “This year in particular has presented wide scope for discussing our expanding role in the Fourth Industrial Revolution, with a number of co-exhibitors making strides to advance exciting new technologies on a global level. As a topic that is of significant focus worldwide, we have been able to engage with international business leaders about the unique progress being made in the UAE.”

In addition, Hannover Messe has provided UAE government departments with a unique platform for showcasing the advantages of operating out of the UAE. Faisal Al Hmoudi, Director of the Department of Economic Development's Takamul programme, spoke to a crowd of international businesspeople at a special innovators forum, where he presented on the Takamul programme.

Launched in 2011 to encourage and facilitate the local application of innovative technologies, Takamul supports industry start-ups and SMEs “from ideas to application”, bringing theoretical concepts to life, Al Hmoudi explained.

Sharjah Chamber of Commerce and Industry

While at Hannover Messe, Sharjah Chamber of Commerce and Industry (SCCI) received expressions of interest from 48 global companies that specialise in manufacturing as they explored investment opportunities in the Emirate.

Marwan Salem Al Muhairi, Head of Exhibitions at the Sharjah Exports Development Centre, which falls under the SCCI, said: “Throughout Hannover Messe, the Sharjah Exports Development Centre's exhibition has provided a comprehensive overview of the industrial sector in the Emirate of Sharjah, as well as the excellent integrated services and ease of business available to businesspersons and investors operating in the sector. We have also presented the large opportunities available throughout the Emirate, and promoted products from members and affiliates of the Sharjah Chamber of Commerce and Industry. This comes as part of Chamber's support for economic partnerships, which the Centre is keen to facilitate through its plans for participating in international exhibitions and forums. Such international participation opens opportunities for partners to enhance their economic relations in both regional and global markets, which will be positively reflected in attracting further investments and projects to Sharjah in particular, and the UAE in general.”

Al Muhairi concluded by acknowledging and appreciating the efforts taken by the Ministry of Economy and Development of Economic Development - Abu Dhabi in showcasing the manufacturing investment opportunities available throughout the UAE. He also thanked the dedication demonstrated in organizing the UAE Pavilion and welcoming all participating parties and stakeholders in the industrial and manufacturing sectors under one roof. He also noted Emirati exhibitors had been empowered to participate at Hannover Messe as a result of the state's policies to diversify sources of income and increase the value of the industrial sector and its contributions to the GDP.

Abu Dhabi Ports

During its seventh consecutive participation at Hannover Messe, Abu Dhabi Ports announced Tuesday that it has expanded its Khalifa Port Free Trade Zone to European markets, generating significant opportunities to partner with major global economies, multinational companies and European SMEs. The announcement was made to an international audience of stakeholders and investors during the sixth annual UAE Business and Investment Forum, which provides a unique platform for reaching global markets.

Speaking at the forum, Abdulkareem Al Masabi, Executive Vice President at Abu Dhabi Ports said: “Hannover Messe exhibition is an opportunity for Abu Dhabi Ports, the Maritime, Trade & Industry Enabler of the UAE, to present its achievements and consolidated business offerings to the European market.”

Following the event, Mana Mohammed Saeed Al Mulla, CEO of Khalifa Industrial Zone (KIZAD), said: “Our participation at Hannover Messe this year is unique as we announced an opportunity that many foreign direct investors in the packaging, manufacturing and industrial trade sectors have been demanding, and that is more free zone space.”

Environment Agency - Abu Dhabi

Dr Mohamed Yousef Al Madfaei, Executive Director of Integrated Environment Policy and Planning at the Environment Agency- Abu Dhabi (EAD) stressed the importance of the EAD's participation in the exhibition alongside other Emirati industry leaders and economy officials. He said that the EAD's providing the opportunity to learn more about the latest available technologies and innovations that would help promote economic growth while minimising any negative impacts to the environment.

Dr Madfaei also emphasised EAD's commitment to support the industrial sector in achieving its ambitious vision in line with the UAE Vision 2021 National Agenda, which focuses on improving the quality of the environment, increasing the contribution of clean energy and implementing green growth plans.

He added: “Through our participation in this exhibition, we were engaged with the industry and sharing with them the environmental challenges, we are facing in Abu Dhabi and seeking opportunities to solve these challenges with new technologies and best practices in the industrial sector.”

Emirates Global Aluminium

“As the largest industrial company in the UAE outside oil and gas, we were pleased to showcase our contribution to economic diversification alongside other major UAE companies. Hannover Messe was an important opportunity for Emirates Global Aluminium to cement existing ties and make connections for the future with companies from Germany, Europe and beyond”, said Khalid Essa Buhumaid, Senior Vice President at EGA.


During the exhibition, ZonesCorp showcased its most important projects in the industrial sector, particularly the new 'Rahayel City' project and the Food Zones in Abu Dhabi and Al Ain, where they provided live presentations and detailed explanations on the progress of both projects as well as the promising investment opportunities they offer to local and international investors.

On this occasion, H.E. Saeed Eisa Al Khyeli, Director General of ZonesCorp commented: 'ZonesCorp's participation this year in the Hannover Fair was a valuable opportunity to showcase the success of industrial sector in the Emirate of Abu Dhabi to the world, and the pioneering role in the development of the sector that ZonesCorp is playing, we showcased the recently unveiled Rahayel City Project during the exhibition. Spread over an area of 12.3 km, Rahayel is a best in class integrated 'Auto Hub' designed to accommodate the full range of auto-related businesses and supporting services underpinned by world class infrastructure. Rahayel City will serve as a focal point for all automotive related businesses in Abu Dhabi, providing a diverse and attractive range of auto-related investment opportunities. Therefore the exhibition was the ideal platform to promote the project globally to major international companies wishing to invest in the growing auto sector in the UAE'.

Al-Khyeli also mentioned: 'At Hannover, ZonesCorp also presented the new food zones in Abu Dhabi and Al Ain, this is a key strategic project for us. The Emirate's ability to produce high-quality, competitive and value-added goods, accompanied by a strong logistics network and its strategic geographic location has seen it emerge as one of the most important regional food production and processing centres. We have seen significant interest in the land with nearly a 3rd of the available acreage already earmarked for development. The Food Zones in Abu Dhabi and Al Ain encompass a total area of 2,287,434 sqm and feature a wide range of plot sizes in designed to accommodate businesses of all sizes from SME's upwards.


James Bernard, Director of Business Development at DMCC, commented: 'DMCC has enjoyed an extremely successful Hannover Messe 2017 and would like to give thanks to the organisers and our UAE partners. We have once again been able to firmly establish Dubai as a leading hub for the trade of international commodities and home to out FT award winning Best Global Free Zone of 2016'.

Excellent Fire & Safety

Excellent Fire and Safety, one of the UAE Pavilion's Small and Medium Enterprises (SME), exhibited in Hall 17 of Hannover Messe. Speaking at the close of the exhibition, Obaid Bin Touq, Chairman of Excellent Fire and Safety, said: “I would like to thank the Ministry of Economy and Department of Economic Development - Abu Dhabi for their strategic role in bringing together the UAE delegation and providing a platform to expand into German, European and other global markets through strategic business partners and trade cooperation's.

Bin Touq continued: “We found great interest among the global business community and investors to expand in the UAE market and benefit from its promising opportunities for business growth. We explored new industrial technologies that will help strengthen the competitiveness of our products and services on a global scale. This visit reaffirmed the UAE's status as one of the most thriving and fastest growing economies in the region. It was a great pleasure to be part of the delegation to represent Excellent Fire and Safety before a massive audience - we have got great leads from those who want to expand their business and industries in UAE, and we will strive to help them.”

CCTC & JOPETWIL Industrial Co.

“It has proved to once again be another great exhibition,” said Tariq Haddad, Procurement and Business Development Manager of CCTC. “This year we have come independently compared to previous years which were under free zone auspice, and the event has delivered even more than what we expected. From the UAE Pavilion and of course the hundreds of other exhibitors in our field, we will leave Hannover Messe armed with deeper knowledge, stronger content and a refined strategy, inspiring us in all that we do.

“We managed to meet the parties we'd planned to meet, and more,” continued Haddad. “It is always encouraging to see new Abu Dhabi governmental entities join the UAE Pavilion and it was inspiring to see what the Environment Agency is doing for the capital and beyond. Once again, it has been a real eye opener and has been worth the time and investment.”


Muhammad Bagudu, Managing Director at EEKMASEC Global FZE, spoke of the range of successful encounters achieved over the course of the week.

“We are seeing a lot of German companies that are interested in establishing B2B relationships and partnerships with UAE-based firms,” said Bagudu. “It is in our interests to work with multinational firms in different parts of the world, most importantly in Europe, so that we can work together on delivering quality solutions.”

The company is currently actively engaged in the renewable energy market, with a global net worth of some $200 billion, although other areas of focus include automation, robotics and ICT applications that can be utilised in any industry.

Future participation

The UAE will continue to exhibit at Hannover Messe, with expectations to expand the national pavilion to host more national sponsors and exhibitors over coming editions.

In addition, the UAE seeks to become a “partner country” in the future, which provides a special focus point and central role throughout Hannover Messe activities.


About the UAE pavilion at Hannover Messe:

The UAE pavilion at Hannover Messe 2017 forms the UAE's tenth participation at the world's largest industrial trade fair. With sponsors and exhibitors from across the UAE, the national pavilion consists of government bodies, semi-governmental entities and prominent private sector organisations.

Held April 24 - 28, Hannover Messe draws some 250,000 annual visitors, and represents one of the leading opportunities for attracting foreign direct investment and showcasing national capacities for innovation in industry and manufacturing.

Under the patronage of the Ministry of Economy, and hosted by the Department of Economic Development - Abu Dhabi, the UAE pavilion at Hannover Messe is in line with national strategies for industry, innovation and economic diversification.

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Ben Leakey, Four Communications Group

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