Tunisia Hosts Second African Session of International Exhibitions Bureau Capacity Building Program
International Economic Competition Intensifies, World Expos Become Strategic Tools for Economic Diplomacy
In a context marked by increasing international economic competition, World Expos have become essential tools for economic diplomacy. It was in this context that Tunisia hosted the second African session of the International Exhibitions Bureau's Capacity Building Program on May 20-21, 2026. Through this initiative, Tunisia reaffirmed its position as a regional platform for cooperation and support for African economies, with a common goal: to enhance their visibility, structure their presence, and maximize the economic returns of their participation in major international events.
Tunisia's Notable Contribution to African Economic Cooperation
This program aims to accompany member states in improving their strategic and operational capacities. It seeks to optimize their participation in World Expos, promote the sharing of best practices in designing and managing national pavilions, and strengthen synergies between African delegations.
This session built on the work of the first edition, held in Libreville in 2024. Tunisia distinguished itself with notable contributions, including the need for enhanced technical support, better adaptation of training programs to the realities of participating countries, and increased anticipation of schedules. In his opening speech, Tunisian Minister of Commerce and Export Development, Samir Abid, highlighted the strategic significance of this program. According to him, "This program is an economic diplomacy instrument and a lever for international competitiveness." He emphasized that World Expos are no longer limited to being showcases but have become genuine platforms for economic influence and strategic projection. In a world marked by increasing competition between nations, these events offer participating countries the opportunity to showcase their economic strengths, improve their attractiveness, and establish lasting partnerships. For African economies, this is a crucial lever for strengthening their international positioning.
Tunisia's Experience and Approach to International Expos
With a consolidated experience gained through its participations, Tunisia has progressively structured its approach to international expositions. This trajectory has enabled it to strengthen its economic diplomacy, refine its export promotion strategy, and improve coordination between its institutions. "A successful participation is prepared in advance, with method and professionalism," the Minister emphasized. From the Director-General of the Centre for Export Promotion, Mourad Ben Hassine, came the operational dimension of these participations. He recalled that behind each national pavilion lies a complex project mobilizing significant human, logistical, and creative resources. From Seville to Shanghai, passing through Milan and Dubai, to Osaka 2025, Tunisia has accumulated an experience that has allowed it to improve its methods and coordination tools. For him, strengthening competencies and sharing experiences between African countries are essential conditions for fully benefiting from these international meetings. "Exhibitions are also spaces for collective exchange and learning," he emphasized.
African Economic Integration
Speaking at this session, the Secretary-General of the International Exhibitions Bureau, Dimitri S. Kerkentzes, welcomed Tunisia's historic commitment to World Expos, dating back to 1851. He recalled that these events have, for over 175 years, been platforms for international dialogue, promoting cooperation and seeking solutions to global challenges. Beyond their symbolic dimension, World Expos generate concrete economic returns. They stimulate investments, reinforce the attractiveness of territories, and facilitate the creation of partnerships. National pavilions become strategic spaces for economic and cultural promotion.
In this perspective, the Tunis session is part of a continuity marked by upcoming major international events, including Osaka 2025, Belgrade 2027, and Riyadh 2030. It also reflects a broader ambition: to make World Expos a genuine lever for African cooperation. Driven by a dynamic demographic and economic transformation, Africa has significant potential. However, as emphasized by the speakers, this potential needs to be structured through the development of competencies and the strengthening of institutional capacities. Thus, beyond training, this program is a strategic tool serving African economic integration, the valorization of its expertise, and its insertion into major international dynamics.
