Axel Baroux has been appointed as the new French Trade & Invest Commissioner to the UAE and the Regional Director of Business France in the Middle East.

In his new role, he will be heading the expansion of French companies in the Middle East through an export development strategy as well as implementing a new action plan for the upcoming years with regards to supporting the Middle Eastern investors on their way to France.

 To head the expansion of French commercial presence in the UAE and the Middle East, Baroux will be backed by a regional team of 60 experts dedicated to identifying and introduce high-end French solutions to the local market as well as promoting France as a top destination for foreign investments and leading customised support to regional investors willing to explore the French market.

Located in the regional headquarter of Business France Middle East based in Dubai, he will be covering 12 countries: GCC, Turkey, Egypt, Pakistan, Iraq, but also Jordan & Lebanon through local partners.