InFocus | Sweden
Unlimited potential
The UAE is Sweden's second largest trading partner in the Middle East, and the aim is to become the largest, according to Bruno Beijer, Sweden's Ambassador to the UAE. Last
- By Andrea Anastasou, Feature Writer
- Published: 00:11 June 6, 2008
- Bruno Beijer, Sweden's Ambassador to the UAE.
- Image Credit: Supplied picture
The UAE's second largest trading partner aims to become the largest.
The UAE is Sweden's second largest trading partner in the Middle East, and the aim is to become the largest, according to Bruno Beijer, Sweden's Ambassador to the UAE. Last year, Swedish exports to the UAE amounted to roughly Dh2.7 billion. The potential that the relationship between the two nations has for further augmentation is exceptional according to the Ambassador.
"I believe that we can see a growth trend, generated by the rapidly rising number of Swedish companies establishing themselves in the UAE. Recent deals, such as the
connection between Borse Dubai and OMX, have led to many ties between our financial sectors," explains Beijer. "I naturally hope that this will lead to more investment relationships in both directions."
There are approximately 250 Swedish companies in the UAE, which include names such as ABB, Ericsson, Volvo, Scania, IKEA, Tetra Pac, H&M, GAC and Sony Ericsson. We are also seeing Swedish companies establishing production in the UAE. The bed makers 'Swede Dreams' is one example of a successful joint venture in Abu Dhabi between Swedish and Emirati companies. Another example is Scania's establishment of a regional plant in Jebel Ali for final assembling of its vehicles. Beijer believes we will see more Swedish environmental technology establish itself in the UAE, as well as more UAE investments in Sweden.
"When I speak to CEOs of Swedish companies, I very often hear words such as 'growth' and 'expansion'. So the business climate is a good one for Swedish companies," explains Beijer. "More and more of them are coming here. This is also proof of the attractiveness of the UAE as a business hub. The growth can be seen in the activities of the Swedish Trade Council in the UAE. Its regional office in Dubai has in a very short time become one of the council's largest offices in the world."
Last year was a successful one in terms of important visits made by high-level Swedish delegations to the UAE. Sweden's minister for trade, Dr Ewa Bjorling, was here in November, when she inaugurated a conference arranged by the Swedish Trade Council in Dubai. The event was attended by about 30 Swedish companies who were interested in establishing businesses in the region. Minister of health and social affairs, Goran Hagglund, was also in the UAE in November, with a delegation of some 30 companies. It was a successful visit according to the Ambassador, which led to many new business relationships, as well as important political contacts. In October, 22 vice chancellors of Swedish universities visited the UAE; Beijer believes this visit will lead to new ties between educational institutions in the two countries.
In March this year, Mats Odell, Minister for Financial Markets was in the UAE, in part because of the deal between Borse Dubai and OMX. He had many meetings with professionals at high levels within the financial and economic sectors.
A special visit was that made by Crown Princess Victoria at the end of March. She was received by leaders in the UAE, including General Shaikh Mohammad Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, Shaikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Crown Prince of Dubai, and Shaikh Nahyan Bin Mubarak Al Nahyan, Minister of Higher Education and Scientific Research.
One highlight of her visit was when she inaugurated the world premiere of the Alfred Nobel Exhibition at the HCT Men's College in Dubai. She Victoria also inaugurated the new Swedish Business Council in Abu Dhabi. This is the second Swedish Business Council in the UAE, with the first being established some years back in Dubai. "All these visits are but the tip of the iceberg," says Beijer. "But they do reflect the rapidly growing weave of relationships at different levels between Sweden and the UAE.
I very much look forward to welcoming UAE ministers to Sweden. Their visits will effectively contribute to strengthening the dialogue between our governments."
There are currently around 2,500 Swedes living in the UAE; most relocate because their companies are established here. Additionally, there are a fair number of Swedes working in the UAE as CEOs, professionals in UAE companies, or as doctors, pilots, architects and other professions. "All Swedes living here see the UAE as a safe country with a well-functioning infrastructure, and with many wonderful opportunities to do things during their free time. When they have been here for a while, they are normally even more positive than when they arrived," says Beijer.
The number of Swedish tourists visiting the UAE is on the increase. In Abu Dhabi alone, Swedes spent approximately 35,000 hotel nights last year. Most come to enjoy golf, swimming, the desert and/or shopping. Additionally, many Swedes who come on business then add on a few days of relaxation to enjoy what the UAE has to offer.
Direct flights between Sweden and the UAE are the backbone for growth in trade, tourism and much more according to the Ambassador. Therefore, Beijer hopes that Emirates or Etihad will connect with destinations in Sweden in the near future.
This autumn, Scandinavian Airlines System (SAS) will be flying again from Copenhagen, and a Norwegian low-cost airline will also be flying directly from Stockholm to Dubai. Copenhagen is the 'home airport' for many Swedes living in the south of the country, direct flights to this destination ease the journey for many expatriates, business visitors and tourists.
In addition to the increasing number of Swedish tourists to the UAE, Beijer would like to see more Emiratis visiting Sweden. "I want to show more Emiratis and others living in the UAE some of the beauties of my country. Sweden has a lot to offer. If you are looking for a secure environment for your family to holiday in, welcome to Sweden," says Beijer.
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