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Axel Baroux has been appointed as the new French Commissioner for Trade and Investment in the UAE and Regional Director for the Middle East at the French Ministry of Commerce.
In his new role, he will lead the expansion of French companies in the Middle East through export development strategies and implement a new action plan to support Middle Eastern investors in France in the coming years.
To lead French commercial expansion in the UAE and the Middle East, Baroux will be supported by a regional team of 60 experts dedicated to finding and introducing high-end French solutions for the local market and promoting France as a destination of choice for Regional investors willing to explore the French market offer foreign investment and leading customized support.
12 countries
Headquartered in Business France Middle East in Dubai, he will cover 12 countries through local partners: GCC, Turkey, Egypt, Pakistan, Iraq, as well as Jordan and Lebanon.
His nomination is timely as commercial relations with France’s regional stakeholders have peaked in both the export and investment sectors, as highlighted by recent strategic dialogues and high-level official visits with GCC countries. Indeed, France’s economic relations are in full swing in the region, and Expo 2020 will be crucial in shaping this new momentum.
During the first Arab World Expo, Business France organized more than 28 events in the French Pavilion, supported more than 400 French companies through dedicated business visits, and then brought together and connected more than 1,600 economic participants during their networking sessions By.
In addition, France and the UAE signed strategic contracts worth US$19 billion to strengthen ties in the defence sector. In Qatar, TotalEnergies has been selected to develop Giant North Field East in partnership with Qatar Energy.
increase potential
Baroux commented: “I am delighted to have been appointed to a key position in French economic diplomacy in this region of increasing potential and I look forward to working with our regional partners and French authorities to promote French expertise and expertise for those seeking to expand their business of French and regional investors unlock growth opportunities.
“I am convinced that commercial relations between France and the Middle East will continue to flourish on the basis of mutual interests. We are witnessing the strong economic strength of France in leading sectors such as transport, energy, environment, food and infrastructure. There is still room for improvement. , I am eager to explore new opportunities for collaboration.” – arab trade news agency
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