09:00-09:30 Registration
09:30-10:00 Pre-event: Coffee Questions – Setting Priorities Together
Informal networking session to identify participants’ expectations for the BAB, gathering their views on what would constitute successful outcomes after the two-day meeting.
10:00-10:30 Opening session: Framing the role of PPD in supporting resilient economies
Welcoming Remarks and Host:
H.E. Maria Al Qassim, Assistant Undersecretary, Ministry of Economy and Tourism, United Arab Emirates
Speakers:
H.E. Esen Altuğ, Ambassador, Permanent Representative of Türkiye to the OECD, Co-Chair of the MENA-OECD Competitiveness Programme
Marta Blanco, President of the International Relations Committee, Spanish Confederation of Business Organisation (CEOE) and BAB co-chair
Carlos Conde, Head of Middle East and Africa Division Global Relation and Cooperation Directorate, OECD
10:30-12:00 High level Panel – Partnering for Diversification and Competitiveness in MENA
Diversification is at the heart of MENA’s resilience agenda. Moving beyond reliance on hydrocarbons and low-productivity informal services is essential to generate quality jobs and reduce exposure to shocks. Achieving this requires investment in high-value sectors such as digital services, advanced manufacturing, agribusiness, and the green economy.
Yet diversification strategies will only succeed if they are anchored in a vibrant and enhanced private sector - one that connects international investors with local SMEs and strengthens value chains. Structured public-private dialogue (PPD) can serve as a key tool to help ensure these strategies are business informed, market responsive, and realistically implementable. This hight level panel will discuss how a more dynamic private sector, supported by effective PPD and a predictable, transparent business environment can turn diversification strategies into real gains in productivity, innovation, and job creation across the region.
Speakers:
El Sayed Torky, Director of Sustainability and Labor Affairs, Egyptian Federation of Industries, Egypt
Anas Guennoun, Vice-President of the International Affairs Commission of the General Confederation of Moroccan Enterprises (CGEM) and President of the Morocco-United Arab Emirates Business Council, Morocco
H.E. Fawaz Albassam, Assistant Deputy Minister for Structural Policies, Ministry of Economy and Planning, Saudi Arabia
Zainab Al Ali, Director, Outreach and Stakeholder Relations, Masdar Clean Energy, United Arab Emirates
H.E. Badreya Yousuf Al Maidoor, Assistant Undersecretary, Ministry of Economy and Tourism, United Arab Emirates
Moderator:
Marta Blanco, President of the International Relations Committee, Spanish Confederation of Business Organisation (CEOE) and BAB co-chair
12:00-13:00 Networking lunch
13:00-14:30 Parallel policy labs: Sectoral drivers of diversification
Interactive sessions combining short example presentations, panel insights, and audience discussion. Participants will identify 2-3 measures to feed into a BAB Business Annual Report.
Policy lab 1 Sustainable tourism: developing high-value strategies of diversification
Tourism has become a key driver of economic diversification in the MENA region, accounting in 2023 for an estimated 6.7% to the Middle East’s total GDP and 8.1% to North Africa’s . In GCC countries, this contribution to GDP reaches 10% . The Middle East also stands out globally for its post COVID 19 recovery: with 95 million arrivals in 2024, the region was the strongest-performing region when compared to 2019, with international arrivals climbing 32% above pre-pandemic levels .
Yet tourism’s full potential in the MENA region remains underexploited due to persistent challenges: exposure to geopolitical uncertainty and climate risks such as coastal erosion, heat and water scarcity , regulatory barriers, skilled labour shortage and diversification needs . Addressing these challenges and developing sustainable, climate-smart models is essential to safeguard natural and cultural assets, expand and diversify tourism offerings, and generate resilient, quality jobs. This requires strategic collaboration between governments and the private sector. Realising this potential also depends on an innovative private sector, supported by an enabling environment that promotes investment in sustainability, digitalisation, skills development, and stronger regional cooperation. This session will draw on private sector perspectives to highlight innovative measures and good practices to strengthen tourism’s contribution to diversification, resilience, and inclusiveness in the MENA region.
Ice breakers:
André Tomé, Research Analyst, Turismo de Portugal
Alfonso Sasselli, Head of Industry Partnerships & Business Development Middle East, Amadeus IT Group
Mohammed AlAhbabi, Director, Tourism Department, Ministry of Economy and Tourism, United Arab Emirates
Facilitator: Marta Blanco, President of the International Relations Committee, Spanish Confederation of Business Organisation (CEOE) and BAB co-chair
Policy lab 2 SMEs and Entrepreneurship: scaling opportunities for inclusive growth
A dynamic and inclusive private sector is fundamental to building resilient and diversified economies in MENA. SMEs, which represent over 90% of enterprises, have the potential to drive innovation, productivity, and quality job creation - particularly for women and youth - if supported by a more enabling business environment. This means simplifying regulations, ensuring access to finance, and fostering ecosystems that encourage entrepreneurship while addressing digital and green transitions. Integrity, transparency, and fair competition are also essential to reduce market distortions, including those linked to the dominant role of state owned enterprises. This session will discuss measures to help SMEs end entrepreneurs expand their capacity to innovate, grow, and compete - enabling them to become engines of inclusive and sustainable development.
Ice breakers:
Raffaele Del Monaco, Head of Institutional Affairs, Entopan, Italy
Thanaa Al Khasawneh, CEO, Business and Professional Women Association, Jordan
Facilitator:
Raffaele Trapasso, Global Relation and Cooperation Directorate, OECD
Policy lab 3 Agribusiness: supporting innovation and regional cooperation for resilient value chains
Agribusiness is a strategic sector for economic diversification in the MENA region, and a key sector for economic youth employment and regional economic integration, both within the region and with the rest of the African continent. Like in other economies worldwide, the sector remains vulnerable to climate change, with rising temperatures, water scarcity, and land degradation posing significant risks to productivity and food security . Climate-smart agricultural practices, digital technologies, and value chain coordination can boost productivity, enhance food security, and promote inclusive green growth.
Working in partnership with governments and research institutions, the private sector can pioneer climate smart solutions, strengthen value chains, and connect MENA’s agrifood systems more closely with regional and global markets. This session will gather insights on the policies, partnerships, and investments that can empower businesses to make agribusiness a leading engine of diversification and sustainable development in MENA.
Ice breakers:
Ramy Boujawdeh, Managing Partner, Fermendom, Canada
Abdihakim Ainte, Director, Food Security and Climate Department, Office of the Prime Minister, Somalia
Serene Farah, Vice President Growth & Strategy, Pure Harvest Smart Farms, United Arab Emirates
Facilitators:
Cecilia Wessinger, CEO, Mass Collaboration, United States of America
Benoit Gerardin, Policy Analyst, Global Relation and Cooperation Directorate, OECD
