PARMAforEXPO: the Emirate of Ajman lands to Parma in order to learn from the experience of Parma’s territorial marketing project


In view of EXPO 2020 Dubai an institutional representation coming from the smallest of the six states of the United Arab Emirates came to Parma in order to learn from the experience of the PARMAforEXPO marketing project.

Parma, October 5, 2015 – The PARMAforEXPO working group welcomed this morning an institutional representation of the Emirate of Ajman, the smallest of the six states which make up the United Arab Emirates. The Middle Eastern delegation was comprised of 14 representatives. It was headed by HE Faisal Al Nuaimi, General Manager of Ajman Tourism Development Department and accompanied by important representatives of the Economic Development Department, the Urban Planning Department and the Chamber of Commerce of Ajman.

With an area of ​​just over 250 square kilometers and a population of around 135,000 inhabitants, the Emirate of Ajman faces the Persian Gulf, in a strategic position with respect to Dubai. As the rest of the country, in recent years the Emirate of Ajman has experienced a strong economic growth, which has been accompanied by important social and political changes. The capital city, Ajman, perfectly epitomizes this transformation. This city, where 95% of the population of the Emirate lives, has undergone a real urban and architectural revolution. New offices, skyscrapers and ultra-luxury hotels were built as well as an international airport recording two million passengers a year. A transformation that will further accelerate in the next years, mainly due to the upcoming EXPO event: in 2020, on the occasion of the fiftieth anniversary of the founding of the UAE, Dubai will host a new edition of the Universal Exposition. The planned investments amount to over $ 8.5 billion, and the theme will be “Connecting Minds, Creating the Future“. In particular the focus will be on sustainability of water and energy resources, more effective mobility and logistics worldwide, and the conversion of the global recession into an opportunity for economic development.

The institutional representation of the Emirate of Ajman, visiting the Universal Exhibition in Milan, expressed their interest in coming to Parma with regard to EXPO 2020 Dubai. Their goal is to study the specificity of PARMAforEXPO: an international marketing project that the ‘Parma System’ developed as a function of EXPO Milan 2015 in order to seize the best business opportunities for local entrepreneurs and to boost tourism to the city. A unique model, whereby both economic and institutional stakeholders proactively cooperate. With a view to EXPO 2020 Dubai, the Emirate of Ajman aims to replicate the success of the PARMAforEXPO project starting from two invaluable assets: important economic resources and geographical proximity to Dubai.

H.E. Faisal Alnuaimi and the Middle Eastern delegation were welcomed to Palazzo Soragna, the Headquarters of UPI –Parma’s Association of Industrialists- the stakeholders of the PARMAforEXPO working group: Cesare Azzali, Director of UPI and CEO of PARMAforEXPO; Andrea Zanlari, President of the Chamber of Commerce of Parma; Cristiano Casa, Councillor for Industry, Tourism and Trade of the City of Parma; Davide Menozzi, Department of Food Science of the University of Parma.

Through the creation of the PARMAforEXPO working group – explains UPI’s Director Cesare Azzali - Parma is playing a leading role, and is hence strongly attractive for both visitors and business delegations heading to the Universal Exhibition. Our model is based on four strategic assets: the strong networking ability of our entrepreneurial world and political system; the agri-food specialization of Parma; our technological excellence combined with the ability to innovate; and our physical proximity to Milan, to which our city is very well connected.

After the meeting at the UPI headquarters, in the afternoon, the delegation from the United Arab Emirates moved to Colorno, to visit one of the excellences of our territory: ALMAThe International School of Italian Cuisine, headed by Master Chef Gualtiero Marchesi and currently considered the most important training center dedicated to Italian cuisine in the world. The delegation was welcomed by the ALMA School’s Chairman, Enzo Malanca. Before the visit the delegation enjoyed a welcome lunch, specifically created by the chefs of the school.



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