Saudi Arabia needs to project a stronger image in Germany and in most European countries in order to gain better business opportunities and improved socio-cultural ties with the people of Europe, according to head of the German-Saudi Arabian Liaison Office for Economic Affairs (GESALO), the trade agency of Germany based in Riyadh. “The Kingdom does not have a strong image in Germany and in many EU countries; not enough is known about Saudi Arabia,” said Gerd M. Doepner, head of GESALO. He was addressed the opening of the recent 6th Breakfast Meeting and 3rd German Catalogue Show Saudi Arabia 2009 here. “With its huge market and economic influence, Saudi Arabia is still unknown to most Germans and German companies – this is indeed not very encouraging,” he said. He said many German companies are looking more toward Asia and other Mideast countries, instead of Saudi Arabia, because of the “still low image of the Kingdom in Germany and other European countries.” He said GESALO has been promoting Saudi business to private Germany businessmen and investors, explaining not only its huge oil and petrochemical riches but also its diversified economy. He said GESALO has been successful in expanding economic relations between the two countries. “When we tell Germans that the Kingdom is an open country with enormous resources, they do realize the opportunities. As a result of GESALO promotions, Germany's private sector is now keen on expanding economic ties with Saudi businessmen. Much, however, is to be done to expand and enlarge Saudi-German partnership,” Doepner said. Counselor Steven Schneck, who also addressed the catalogue show, said that the German Embassy in Riyadh is now enhancing and promoting Saudi-German relations in fields such as cultural exchange and education. “The cultural ties are also as important as our economic collaboration,” he said. According to Doepner, GESALO has been inviting German companies to visit the Kingdom to look for business opportunities in fields such as technical training, architecture, engineering, refining, and downstream industries. Because economic relations between Saudi Arabia and Germany remain in favor of Germany, the expansion and diversification of bilateral trade is now being addressed by both countries. Bilateral trade is still in favor of Germany, which exported 5.2 billion euros worth of products to the Kingdom in 2008, as against imports of only 1.5 billion euros from the Kingdom during the same period. Sami Abu-Suraib, assistant secretary general of the Asharqia Chamber, who also addressed the catalogue show, said that there are only 120 Saudi-German joint venture companies in Saudi Arabia with a total investment of SR13.4 billion as of 2008. The holding of the 6th Breakfast Meeting and 3rd German Catalogue Show Saudi Arabia 2009 was sponsored by DB Schenker Saudi Arabia LLC and represented by Matias Leymann, branch manager.
