In its fifth year, Australia Unlimited MENA (AU MENA), the Australian Government’s annual promotional campaign in the Middle East and North Africa (MENA) region, brings together a comprehensive program of events focusing on initiatives that link regional priorities with Australian capabilities.
Managed by the Australian Trade and Investment Commission (Austrade), AU MENA aims at raising Australia’s profile in the region by highlighting Australian achievements and advancements that are relevant to market opportunities in trade, education, tourism and investment.
The campaign is organised in conjunction with the Department of Foreign Affairs and Trade (DFAT), State and Territories, and key business and industry stakeholders to maximise its impact across Government, Industry, Academia, Media, and the community under one umbrella. No other third-country government runs such an initiative. In a region where ‘Badge of Government’ matters, we look to offer Australian firms and institutions ample access to information, people, and resources.
An essential component of the campaign is the participation of delegations led by senior Australian Government officials. AU MENA 2016 saw the largest delegation of 80 Australian companies and industry bodies from the health, education and training sectors, join in different elements of the program in the United Arab Emirates (UAE), Qatar, Kuwait, Saudi Arabia and Egypt.
A large part of Australia Unlimited MENA’s success is due to the support and engagement of its sponsors. This year’s sponsors include: Platinum Sponsor – the State Government of Victoria; Silver Sponsors – Murdoch University, University of Wollongong Dubai, Corrs Chambers Westgarth; and Lanyard Sponsor – IDP Education.
AU MENA 2017
The upcoming edition will run from 11-19 March 2017 with major activities taking place in Iran, UAE and Saudi Arabia, and associated programs in Oman, Qatar, Kuwait and Egypt.
The theme for AU MENA 2017 is ‘Collaborate to Innovate,’ which aligns with the Australian Government’s new Global Innovation Linkages program.
The Global Innovation Linkages initiative aims to support Australian industry and research organizations to collaborate on leading-edge research, development, and commercialisation projects with global partners. By collaborating with overseas businesses, Australian businesses will be able to leverage entrepreneurial expertise and gain a competitive edge in the global market.
MENA is reinforcing its focus on transitioning to a knowledge-based economy by promoting innovation, research and development. One of the core components of AU MENA 2017 will be on Health Research and Innovation, which will bring together Australian educational institutions and organisations to showcase Australian capabilities in the critical areas of cardiovascular diseases and diabetes, shed light on the region’s healthcare needs and existing research programs, which would ultimately foster bilateral collaboration and generate commercial opportunities for Australian institutions and innovators.
There is also a real opportunity for Australia to collaborate with local institutions and government bodies involved in Mining Innovation. The mining sector of the MENA region is projected to see a strong growth over the coming years presenting opportunities across the mining supply chain, including research and development, and environmental management.
The Mining Innovation program will be a great platform for Australian METS and mining companies to gain insights into the MENA markets, and showcase their products and services to a diverse range of regional businesses and stakeholders.
Besides delegations from the health, education, and mining sectors, a business mission led by South Australia’s Minister for Trade and Investment, Martin Hamilton-Smith MP, will also be participating in the week long program.
Austrade is also organising a program for Dairy Australia, and will carry out consumer engagement activities around Australian food and beverage, and tourism during AU MENA 2017.
For additional queries or information on the event, please email Priety.Padam@austrade.gov.au