New French Trade & Invest Commissioner to the UAE and Regional Director to spearhead Business France’s agency in the Middle East

United Arab Emirates, October 24th 2022 – From September 1st 2022, Axel Baroux has been appointed as the new French Trade & Invest Commissioner to the United Arab Emirates and the Regional Director of Business France in the Middle East. In his new role, he will be heading the expansion of French companies in the Middle East through an export development strategy as well as implementing a new action plan for the upcoming years with regards to supporting middle eastern investors on their way to France.

To head the expansion of French commercial presence in the UAE & the Middle East, Baroux will be backed by a regional team of 60 experts dedicated to identifying and introduce high-end French solutions to the local market as well as promoting France as a top destination for foreign investments and leading customized support to regional investors willing to explore the French market.

Located in the regional headquarter of Business France Middle East based in Dubai, he will be covering 12 countries: GCC, Turkey, Egypt, Pakistan, Iraq, but also Jordan & Lebanon through local partners.

His nomination is timely as the business relations between regional stakeholders with France reached a peak both in exports and investments areas, highlighted by the recent strategic dialogues with the GCC countries and high-level official visits. Indeed, French economic relations are in full swing in the region, and Expo 2020 has been crucial in shaping this new momentum. During the first world Expo of the Arab world, Business France organized 28+ events on France pavilion, supported more than 400 French companies through dedicated business expeditions, and could then pool & connect 1600+ economic players during their networking sessions.

This comes in addition to the strategic contracts signed between France and the UAE to cement ties in the defense sector for an amount of 19 bln USD. In Qatar, TotalEnergies has been selected to Partner with QatarEnergy on the Giant North Field East.

Axel Baroux, French Trade & Invest Commissioner & Managing Director of Business France Middle East, commented: “I am delighted to have been appointed to this key position of French economic diplomacy in a region with ever-increasing potential, and I look forward to working with our regional partners and the French authorities to promote French know-how and expertise in the Middle East in order to unlock growth opportunities for both French and regional investors looking to expand their operations. I truly believe that the business relationships between France and the Middle East will continue to flourish based on mutual interest. We are witnessing a strong French economic presence in leading sectors such as transport, energy, environment, food, and infrastructure. There is still room for improvement, and I am eager to explore new collaboration opportunities.”