The Tunisian Embassy in London has launched a new strategic initiative, the “Zitouna” platform, aimed at strengthening economic diplomacy and attracting 4 billion dinars in investment from the United Kingdom. This effort is part of a national strategy to highlight Tunisia’s competitive advantages for foreign investors, championed by agencies like the Foreign Investment Promotion Agency (FIPA).
According to Hattab Haddaoui, Acting Chargé d’Affaires at the Tunisian Embassy in London, the initiative seeks to transform the embassy into a hub for generating ideas and activating economic diplomacy, positioning it as a key driver for strategic cooperation between the two nations.
A Diplomatic Bridge For Investment
The “Zitouna” platform is designed to promote dialogue and build bridges of cooperation between diplomatic missions, key figures from finance and industry, and British economic policymakers. The name “Zitouna,” meaning “olive tree” in Arabic, was chosen to symbolize Tunisia’s rich heritage, cultural depth, peace, and prosperity.
The initiative aims to create a sustainable forum for meaningful diplomatic exchange, fostering tangible cooperation in an atmosphere of trust and mutual respect. Haddaoui stated that the platform aligns with President Kais Saied’s directives to make economic diplomacy a primary engine for Tunisia’s national economic recovery.
Inaugural Session And Strategy
The platform’s first session focused on establishing innovative strategies to attract British investment. The meeting was structured as a roundtable, bringing together economic and trade attachés from several embassies, including Jordan, Egypt, Morocco, Italy, and Brazil. Also in attendance were Tunisian experts with over 15 years of experience in the UK’s financial sectors, alongside British officials and investment specialists.
During the session, Zied Braham, head of FIPA’s London office, delivered a detailed presentation on Tunisia’s competitive advantages as a strategic investment destination. He outlined the national strategy to attract British investors and detailed the incentives available to companies looking to establish or expand their operations in Tunisia.
Future Strategic Focus
The “Zitouna Network” is planned as a recurring and sustainable platform, with each future edition focusing on a different strategic theme. Key areas of interest include renewable energy, digital transformation, artificial intelligence, food security, technology transfer, and talent attraction.
Each session will convene a select group of experts, diplomats, and economic decision-makers in the UK to enrich discussions and develop concrete, actionable plans to drive investment and collaboration in these critical sectors.
About Zitouna Platform
The Zitouna Platform is an initiative by the Tunisian Embassy in London designed to foster dialogue and cooperation between diplomatic missions, investors, industry leaders, and policymakers in the UK. Named after the olive tree to symbolize Tunisia’s heritage, peace, and prosperity, the platform aims to leverage economic diplomacy to attract foreign investment and support Tunisia’s national economic priorities.
Source: Zawya
