scandinaviamideast.com

Interview: Swedish Trade Minister Dr Ewa Bjorling

Sweden’s Trade Minister Dr Ewa Bjorling tells Yawar Mian that Middle East & North Africa (MENA) could progress more and faster if it uses the intellectual capacities of its women. The trade minister sees immense potential for economic growth and development in MENA, as well as opportunities for expanding Sweden's trade with the region. Dr Bjorling is a woman on a mission. She travels extensively to MENA to enhance Sweden’s trade and economic partnerships across the region and is a strong advocate for the active participation of women in business to boost economic progress and prosperity. Making productive use of a large number of Swedes with foreign backgrounds, especially from MENA, also ranks high on the minister’s trade development and expansion agenda. Cooperation & Partnerships “The Middle East is our closest neighbour after the EU, there is just a bit of water in between. There are a lot of Swedes with backgrounds from MENA. They understand the culture, speak the language and could build bridges for enhancing business and trade between Sweden and MENA. This could increase exports of Swedish products, services and technologies to the region. We see many areas of cooperation and partnerships including telecommunications, IT, cleantech, and sustainable construction and infrastructure development,” contends Bjorling. The trade minister says the reconstruction of Iraq’s infrastructure is an exciting prospect for Swedish companies. There are many Swedes with Iraqi backgrounds who want to see their country of origin to develop and make progress by using Swedish technology and expertise. To promote Swedish exports, Bjorling led a delegation of Swedish businesses to Iraq in early October and held meetings in Baghdad with Iraqi Prime Minister Nouri Al Maliki and Minister for Trade Khayrullah Babakir, as well as representatives of Iraqi government agencies and businesses. She also inaugurated a new office of the Swedish Trade Council in Baghdad (ScandinaviaMideast.com; 3 October 2011). “We see good opportunities in Qatar emanating from the ongoing and upcoming infrastructure developments that have to be in place in time for the 2022 football world cup. Saudi Arabia is developing its infrastructure at a rapid pace and presents diverse opportunities for Swedish companies to market and promote their products in a rapidly developing market. Egypt has a large and young population and indigenous resources that need technology and sustainable solutions. Sweden has a lot to offer to the whole of MENA region,” Bjorling says. Visit to the UAE and Qatar The trade minister will visit the UAE from 21-24 October where she will hold meetings with officials and business leaders in Dubai and Abu Dhabi, capital of the UAE. She will also participate in a conference on CSR in Dubai, and visit the Masdar city in Abu Dhabi. Through the Swedish Energy Agency (Energimyndigheten), Sweden is a member of the International Renewable Energy Agency (IRENA), which has its headquarters in Abu Dhabi. Energimyndigheten has a small office representing Sweden and Swedish cleantech companies at the Masdar city (ScandinaviaMideast.com; 15 September 2011). After her visit to the UAE, Bjorling will visit Qatar where she will be the keynote speaker at the biennial Middle East Summit organised in the region by the Swedish Trade Council. The 11th Middle East Summit for Swedish companies is being held this year in Doha from 25-26 October. The event will attract several Swedish ambassadors in MENA and will highlight business opportunities for Swedish companies, and updates on major infrastructure projects being undertaken in various countries of the region (ScandinaviaMideast.com; 22 August 2011). Cultural Barriers To realise business and trade opportunities in MENA, it is necessary for Sweden to overcome some challenges and barriers. “There are language barriers, cultural differences and the need for better understanding each others’ way of living, ambitions and aspirations,” says Bjorling. To overcome some of these challenges the Swedish Institute has launched an Arabic version of Sweden’s official website http://www.sweden.se/ar. Bjorling was the chief guest at the diplomatic launch of the website on 19 October at the Swedish Foreign Ministry. Ambassadors from Arabic speaking countries in Sweden were invited to the launch ceremony. The Arabic website provides an interactive platform for exchange of views and ideas to promote sustainable development, and to create opportunities for cooperation. Sweden recognises that its intercultural competence has to improve and that could only be done by listening to others. The website will increase Sweden’s visibility in MENA, as well as create a better understanding of its culture, education system, business environment and expertise. Human rights Despite all the fascinating infrastructure developments and lucrative business opportunities, lack of or limited human rights in the MENA region remain a major cause for concern and are often highlighted by the international media and human rights organisations, as well as criticised by the press and champions of freedom of expression in Sweden and Scandinavia. Some of them contend that Sweden should not do business with countries that violate or do not pay attention to human and labour rights. Bjorling contends that a positive change could only come through constructive dialogue and constant contact with governments of those countries, and reforms are now being introduced and implemented by several countries in the MENA region. “You cannot help the people of the region if you cut links and do not deal with their governments. CSR is an excellent tool to promote human rights. Compliance with the ten guiding principles of the UN Global Compact, which include human rights and labour rights could bring about a positive change for the people of MENA,” she says (ScandinaviaMideast.com; 8 August 2011).