Mehmood Ul Hassan Khan
The United Arab Emirates has been taking part in many regional and international expos since its inception. It has been highly appreciated in all the expos it has participated. It was among the top ten pavilions at EXPO 2000 in Hannover. It was awarded a gold medal at EXPO Zaragoza 2008. It won a popular vote among the general public in Shanghai and came top in an academic study conducted by staff from UCLA who looked at public diplomacy criteria and the last but not the least received a silver medal in Yeosu. Furthermore, the main film shown in Yeosu has also won three gold medals at international film festivals. It has been acknowledgement of its superior skills of management, HRM, capacity building, craftsmanship, and knowledge based economy.
UAE Expo Milan 2015
UAE is looking forward to take part in Expo Milano 2015 where the theme is Feeding the Planet, Energy for Life and to hosting
Expo Dubai 2020 (‘Connecting Minds, Creating the Future’). Milan will host the World Expo under the theme Feeding the Planet, Energy for Life from May 1 to October 31, 2015, before passing the baton to Dubai to host the Expo in 2020. It reflects the country’s heritage and its focus on sustainable development. UAE will also participate an International Expo in Astana, Kazakhstan in 2017 where the focus will be on ‘Future Energy’.
Central Theme
The central theme of Expo Milan 2015 is nutrition, and human nutrition first and foremost, it also requires participants to focus on nurturing the environment in which we live, the fundamental source of subsistence for all people on the planet.
UAE and its Rich Experience in the various World Expos
The United Arab Emirates has been highly rated for the manner in which it has approached the themes of different Expos whilst still engaging and entertaining its visitors. UAE won the bid to host Expo Dubai 2020 which endorsed its qualitative professionalism, expertise, marketing strategies, soft image projection campaigns, systematic preparedness and above all visionary leadership.
UAE’s Commitment towards Carbon footprint
It has been initiating diversified policy measures to reduce carbon footprint which is also associated with UAE Expo Milano participation. Norman Foster and Partners is its organizers in Milan where Masdar will be taking care of its energy demands/design through the mix of renewable energy. It is proud to have supported in the design of the UAE Pavilion for Expo Milano 2015,” said Dr Nawal Al-Hosany, Director of Sustainability at Masdar. “We are pleased to have had the opportunity to share our knowledge and experiences from the development of Masdar City. National Media Council is taking possible measures to make it another successful event for the UAE.
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UAE Expo Milan 2015 Thematic Principles |
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| Sustain | Living with what you need, conserving what you have |
| Care | Using and respecting the natural world |
| Innovate | What you are not given you invent |
| Share | No one survives alone |
UAE Pavilion
The UAE pavilion at Expo Milano 2015 is themed around the nation’s success in overcoming difficulties to provide food and water for its population. The pavilion building is not a separate entity in itself: the physical structure, landscaping and content work together to provide a holistic interpretation of the Expo theme, providing visitors with a unique and thought-provoking experience.
Reflection of Remarkable Transformation
The UAE’s pavilion also reflects its remarkable transformation to a thriving dynamic state. It explores the partnerships, 
collectiveness and togetherness. It is the showcase of creativity and innovation to address the challenges of the future. It is information sharing and problem solving event.
UAE theme for Expo Milan 2015 is ‘Food for Thought’. It is clear that the Foster and Partners’ team has risen to the challenge, creating an intriguing venue to attract even the most urbane Italian visitors, and one that lends itself to a refreshing and original presentation of the U.A.E.’s story.
Unique Design
UAE pavilion’s design is unique and influenced by the unusual elongated dimensions of the plot on which it sits, occupying a prominent location midway along the ‘Decumanus’ or central avenue of the main Expo site. High, sand-rippled walls guide visitors along a winding pathway and up a gently inclined ramp to a cylindrical theatre.
Iconic Building
It is indeed an iconic building which is an integral part of its theme too. It upholds the importance of sustainable solutions in the energy sector. It is drawn on natural landscape and vernacular architecture as well as modern designs that are themselves influenced by traditional forms. A roof-top garden will help to supply the restaurant whilst a variety of green energy technologies will also be employed.
Delight for Visitors
It is hoped that visitors will be engaged from the moment they enter the site, stimulated by pure Emirati hospitality, personal story-telling, powerful media, delicious food offerings and culinary displays, interactive experiences, augmented reality and other innovative techniques. At the end of the exhibition trail, visitors reach a green oasis leading into a ground level cafe, with a formal restaurant on the first floor and a hospitality roof terrace. The landscaping around the pavilion and in the open public areas is designed to evoke the terrain and flora of the UAE.
“Bringing the planning principles of the traditional desert city to Milan, the pavilion’s interior of self-shaded streets evokes the experience of the UAE’s ancient communities, while demonstrating the natural energy efficiency of their compact urban form.”
UAE’s Commissioner-General
The UAE’s Commissioner-General Al Ameri commented that the UAE has approached the theme of ‘Feeding the Planet: Energy for
Life’ with a “determination to first of all look into our own past and our own experiences of trying to feed ourselves.
“We want to show our visitors how we are dealing with this situation and how, with the cooperation of pioneering and innovative companies such as Masdar, the UAE is committed to sharing our knowledge and resources to help others tackle similar problems,” Al Ameri added.
The UAE’s Expo 2015 Commissioner-General congratulated the Italian Expo organisers on their choice of theme (Feeding the Planet, Energy for Life) , which resonates with Italy’s food culture, and on their determination that the Expo should play a positive role in tackling the issue of ensuring sufficient, good, healthy sustainable food for all mankind.
After the Expo Milan 2015, UAE pavilion will not simply be dismantled and destroyed after the gates close, but is destined to be packed up, shipped back to the UAE and reconstructed to serve as a new attraction in the capital, Abu Dhabi.
Diversified Preparedness
Different kinds of marketing strategies, media projection policies, hotelier booking, air-ticketing show have already been started in different parts of the UAE especially Dubai which will be hosting Expo 2020.
Maximization Bilateral Cooperation
Officials in both countries are working together to maximise bilateral cooperation for this event. In February 2014, the two countries signed an agreement on cooperation between Dubai’s Expo 2020 and Milano Expo 2015. The agreement was signed by Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman and CEO of Emirates Group and Chairman of the Higher Committee on World Expo 2020, and Giuseppe Sala, Milan Expo 2015 Commissioner. His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, and the then Italian Prime Minister Enrico Letta witnessed the signature ceremony. It is the first strategic agreement between two expos in history. Through Milan in 2015 there will be the launch of Dubai in 2020.”
The theme of Expo Milan is fitting for the town that retains its commitment to providing a good life to its inhabitants, even as it occupies a prominent position on the world economic map. According to the Expo Milano fact sheet, “The goal of Expo is to propose specific solutions that ensure the right to sufficient, healthy and safe nutrition, and to guarantee environmental, social and economic sustainability of the food industry.
Milan Expo expects to draw about 21 million visitors, with more than 120 countries participating. The Expo is expected to foster the country’s emergence from the economic crisis.
Dubai World Expo 2020
Dubai’s successful bid to host the World Expo 2020 has fuelled interest in the Milan Expo 2015.
UAE won the bid to host World EXPO 2020. UAE expo-2020 theme entitled ‘Connecting Minds, Creating the Future: Partnerships for Global Innovation and Sustainable Development’ won the hearts and souls in Paris where majority of the countries voted in favour of the UAE. Other candidates were Sao Paulo (Brazil), Yekaterinburg (Russia) and Izmir (Turkey).
President His Highness Sheikh Khalifa bin Zayed Al Nahyan congratulated Dubai on its successful Expo 2020 bid, describing the timing of the win as “auspicious”. In a telephone conversation to the Vice President and Ruler of Dubai, Sheikh Mohammed bin Rashid, Sheikh Khalifa said: “Our joy in the UAE was double by the win as it coincides with the celebrations of the 42nd National Day.
The milestone achievement marks a new phase in the UAE’s and Dubai’s economic development drive.”
The Dubai’s victory of World EXPO 2020 represented a real embodiment of the leadership’s wise vision to create channels of 
cultural, humanitarian, scientific and economic communication and encourages intellectual and cultural understanding among all peoples of the world. UAE, Dubai strong and stable macro-economy and fast growing banking industry along with its different comparative advantages in different key sectors played important role in winning the bid.
Its rigorous diplomacy, public relations, media projection and above all political commitment made it possible. Successful endeavors of the foreign ministry led my His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, HH Sheikh Abdullah bin Zayed Al Nahyan, UAE Minister of Foreign Affairs, Reem Al Hashimy, UAE Minister of State and Managing Director of the Dubai Expo 2020, HRH Princess Haya bint Al Hussein and the last but not the least, Reem Al Hashimy, UAE Minister of State and Managing Director of the Dubai Expo 2020 have succeeded to connect minds and created the future by winning World EXPO 2020 for Dubai.
World EXPO 2020 has multiplier economic effects. According to the latest study of the Oxford Business Group (2013-14) the expected revenue from hosting Expo would surpass to Dh139billion. It would generate more than 280,000 new jobs. It would definitely accelerate the cycle of business productivity in the country and region as well. It would provide an ideal platform to share technical and scientific innovations and prompt communication among various cultures while promoting economic and business cooperation between nations. It would be truly a driving force of the economic, cultural and social transformation happening worldwide. It is estimated that more than 30 million people would be visiting the six-month event of world expo 2020 in Dubai.
It is estimated that the six-month event would generate $US12 billion revenues and moreover, according to expo 2020 organisers the World expo 2020 would expect to contribute an increase of €28.8 billion to Dubai’s GDP and €17.7 billion (Dh86.2 billion) in added value to its economy. Expo 2020 is expected to add 2 per cent to Dubai’s GDP.
It would be a real qualitative jump and direct benefit for SMes. It will be a big opportunity for SME sector. The industrial sector would also be benefited and would provide the machinery and mechanical equipment, transport equipment and parts, base metal, chemicals, food and beverages and mineral products to the needs and preparations for expo 2020.
After winning the bid it is hoped that the sectors relating to tourism, real estate, construction, hotelier, service, banking would be the biggest winners during the 2013-2020. It would also be beneficial for its Islamic economy drive. It would further strengthen its macro-economy stability and sustainability. It would be new chapter in its ongoing national drive of sustainable development through the help of diversification of economy in the longer term.
Mehmood Ul Hassan Khan
The writer is a research scholar, specializes in geopolitical issues of the GCC, CIS & South Asia. He has keen
interest in cross cultural dialogue & conflict resolution.
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