Sharing common goals

Switzerland and the UAE share strong ties that have helped foster economic and technical cooperation between the two nations. According to Wolfgang Amadeus Bruelhart, the Swiss Ambassador to the UAE, one of the key areas of focus is to create a long-term partnership in generating sustainable development solutions for a greener future. The realisation of this vision would come with the establishment of a Swiss Village in Masdar City in Abu Dhabi.

Representing a country that's much more than, "chocolates and cheese," the ambassador sees Switzerland and the UAE as knowledge-based societies that share common goals and close concerns in all arenas, be it political, economic, education, culture or sports. Promoting bridge-building is a key issue the ambassador feels strongly about and is keen to promote with the establishment of a Swiss Emirati Friendship Platform in November 2010.

We asked Ambassador Bruelhart to talk about this and other key areas of concern to the two nations.

What is the motive behind forming the Swiss-Emirati Friendship Platform?

The UAE Ministry of Economy and the Swiss actors in the UAE had the impression thatthe excellent Swiss-UAE relationship should be set in a framework of a Joint Committeeor a Friendship Society.

In discussion with the Swiss players in the UAE, we decided to begin with a first platform event, and then decide whether to go in the direction of forming a Joint Committee or Friendship Society.

What are the aims of such an initiative?

The aims are:

• To be a platform for the bilateral relations between Switzerland and the UAE

• To organise a high-level meeting to elaborate on a specific topic of interest for both countries (each year, one event — once in Switzerland, once in the UAE)

• To be an informal umbrella for all institutions and organisations that have a role in thebilateral relations (Swiss Business Councils, Switzerland Tourism, OSEC etc) — to help networking

• To establish a framework for smoothing cooperation and business relations and signing cooperation agreements

• To launch new initiatives and ideas to further maintain and strengthen the excellent bilateral relations.

What changes can we hope to see in the bilateral ties between the two nations,after this initiative takes off?

We hope and wish to have more contact between Swiss and Emirati individuals, in a new framework.

How would you describe the relations between the two countries?

As I mentioned, the relations between the UAE and Switzerland are excellent. But they can be strengthened by initiatives such as the Swiss-Emirati Friendship Platform or more visits and exchanges on all levels of society between both countries.

Can you provide up-to-date figures of exports/imports between Switzerland and the UAE?

The exports from Switzerland to the UAE reached in 2009 Dh7.3 billion and the imports from the UAE to Switzerland were Dh1.8 billion.

What are the major products that are being traded between Switzerland and the UAE?

The UAE is Switzerland's most importanttrading partner in the Middle East. The topthree Swiss export sectors remain jewelleryand watches, precious metals and machinery.

Do many UAE citizens or residents opt to study in Switzerland? What are the major areas of interest and what are the advantages of a Swiss education?

Switzerland prides itself on its high standard of publicly funded education. As a countrywith few natural resources, its prosperitylargely depends on its brain power.

Over a long period of time, leading >research institutions, political stability and strong government support have made Switzerland an internationally renowned location for — often multilingual — study and research. A strong sense of academic liberty and know-how transfer has made our country a safe heaven for such thinkers as Albert Einstein, to name just one of our prominent alumni.

Today, Switzerland is ready and willing to share its experience in education and research with the UAE. Pascal Couchepin, the Swiss Minister of Higher Education and Research, and Shaikh Saud Bin Saqr Al Qasimi, Crown Prince and Deputy Ruler of Ras Al Khaimah, laid the foundation for a new campus of the Swiss Federal Institutes of Technology, often referred to as Europe'sMIT, in Ras Al Khaimah, in May 2009. The University of St. Gallen signed a Memorandum of Understanding with UAE Universities. The Zayed University Abu Dhabi and Geneva University have an excellent exchange.

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 We also spoke to Gerhard Brügger, Consul General Dubai, about Swiss- UAE relations.

How many Swiss expatriates are currently living in the UAE?

We are soon reaching the mark of 2,000 Swiss citizens. For a small country like mine, this is a remarkable figure. It is important to note that also in economically difficult times, the number has kept growing; in 2009 alone by more than 200 people.

What are the key Swiss industries in the UAE? How well are Swiss companies performing in the UAE?

Our companies are active in the service sector (banking, insurance, hospitality), luxury goods (watches and jewellery), in the industrial field (high-tech applications), in food production and distribution (chocolate, water, convenience food), in chemicals (agriculture, construction) and in pharmaceuticals to mention the most important groups.They are performing very well considering the circumstances, none of the companies has abandoned this market, the interest expressed by new companies remains high.

How many Swiss tourists visited the UAEin 2009? Why do the Swiss visit the UAE, and is there a popular time to visit?

There are about 40,000 visitors (business and tourism) from Switzerland. The beaches in Ras Al Khaimah or Fujairah, the shoppingmalls and resorts in Dubai, the Zayed Mosque in Abu Dhabi, the resorts in the Liwa desert or in Al Ain, but also golf and desert safaris are attractive destinations and venues. Often business and tourism go together on the same visit.

How many tourists from the UAE visit Switzerland? How can this figurebe increased?

Switzerland is an extremely popular destination for Emirati citizens. Hardly ever I meet an Emirati who doesn't immediately tell of his visits to the shore of Lake Geneva, the mountains in the Valais or other well known destinations such as Interlaken, Gstaad, Montreux, Lucerne or Zurich. We invest a lot to keep our high standards of service and maintain cities and countryside attractive in order to increase numbers consistently. Tourism to Switzerland is a key pillar of our economy.