Promoting global interest in Italian products at Arab Health 2009, Dubai

Aiming at facilitating the penetration of Italian medical manufacturers in the Gulf area and in particular in the UAE, thus reinforcing the existing bilateral trade relations between the two countries, the Italian Trade Commission, Trade Promotion Section of the Italian Embassy, is hosting one of the key pavilions at the Arab Health 2009.

There will be 89 Italian leading names in medical related equipment and their presence at the Arab Health 2009 will not only show the latest technologies and capabilities of the exhibitors, but it will encourage such companies to internationalize their brands and set up operations in the region.

Known worldwide for the "Made in Italy" brands, Italy has a strong presence in all prominent sectors of the UAE market; according to the Italian Trade Commissioner in Dubai, Francesco Alfonsi, "The health infrastructure in the UAE is stable and affords high quality services; with the presence of Dubai Healthcare City, there are prospects for professional and advanced care systems. Although the volume of share of Italy in this sector is still not sizable, in contrast to our major interests in other fields, such as jewellery, building materials or furniture, machinery, we are looking to capitalize on that, counting on the local government's emphasis on state-of-the art health systems. Gulf countries will spend US$ 10 billion in hospital building programs and total healthcare spending in the Gulf will reach US$ 60 billion by 2025". That is the reason why the number of Italian exhibitors at the Arab Health is increasing year after year and some of them are leaders in the production and export of medical equipment.

The participants this year include designer of laser and electro-medical equipment used in surgery, ultrasound systems, manufacturers of hospital furniture, instruments for clinical chemistry, electronic medical devices, physiotherapy equipment, first aid and emergency care products and other instruments which require super precision technology. The Italian pavilion - Zaabeel Hall - at the Arab Health will provide market approach strategies and also respond to requirements of individual companies, both Italian and local.

The Italian Institute of Foreign Trade (I.C.E.) established in 1926, is the governmental agency entrusted of the promotion and development of trade and industrial co-operation between Italy and the rest of the world. The first mission assigned to ICE is to encourage the internationalization of Italian companies in particular small and medium sized Enterprises (SMEs), to take a root in foreign markets. Through participation in international exhibitions, trade missions, workshops and other initiatives, from its annual Promotional Program, the I.C.E. intensifies business opportunities and reinforces the image of "Made in Italy" brand all around the world.

The Head Office is located in Rome and has 16 regional offices in Italy and more than 110 offices in the world. The UAE Office, Trade Promotion Section of the Italian Embassy, takes care of promotional activities for the entire United Arab Emirates and other GCC countries like Qatar and Oman.

The Italian Trade Commission in UAE is solely official responsible for promoting bilateral trade, giving assistance and consultancy to both Italian and local companies and organizing promotional initiatives like trade delegations to Italy and to the UAE, symposia workshops, official participations at the exhibitions, market surveys, etc.

Since 1988, ICE UAE had reinforced the "Made in Italy" brand into the UAE market, guiding it to be the largest importer of Italian goods among the GCC countries", says Francesco Alfonsi, Italian Trade Commissioner. Dubai's goal of achieving status, as a center of excellence in regional and global healthcare will mean greater involvement from healthcare provider and Dr. Alfonsi believes that Italian companies will feature prominently. The sector is poised for tremendous expansion at the highest levels in the GCC and Middle East", says Dr. Alfonsi, "there will be greater demand for specialized systems in specific medical disciplines; and the UAE will become a natural hub of development for Italian manufacturers.

Currently, 1400 Italian companies operate in the Health Manufacturing Sector, with 740 companies with an actual export to the international market.

A growing rise in Italian exports into the UAE is witnessed since 2003. Italian exports to the UAE in 2007 amounted to 4.44 Billion Euro, recording an increase of 34.2% from 2006 and the first eight months of 2008 have already eye witnessed 3.24 billion Euro worth of Italian products into the UAE market. Moreover, UAE exports to Italy reached 324 Million Euros in 2007 and 318 Million Euros for the first eight months of 2008.

Italian Trade Commissioner	Trade Analyst
Francesco Alfonsi	Nawras Nidhal

Italian Pavilion Catalogue