20 – 23 August 2015. San Rossore, Pisa, Italy. During the Toscana Endurance Lifestyle 2015, the IICUAE, in collaboration with SistemAEventi, organized B2B meetings between highly selected Emirati operators and Tuscan food producers, in the fascinating framework of San Rossore, Pisa, with the final aim of promoting new business opportunities between Italy and UAE.


Therefore, 60 Tuscan companies met with 10 Emirati distributors, for a final number of 288 B2B meetings. “It was a great opportunity”, said Mr. Marzocchi, “Emirati companies discovered the multiple and excellent varieties of the Italian food and”, he continues, “on the other hand, Italians deepened their knowledge of the Emirati food market’s demand”.


The B2B meetings represented the business side of the sports event “Toscana Endurance Lifestyle”, one of the most important and ancient horse competitions.The highest personalities of the UAE attended the event: His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE’s Vice President and Prime Minister and Ruler of Dubai, His Highness Sheikh Hamdan bin Mohammed Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Executive Council, among others.


Furthermore, during the international Symposium occurred on August 20th at the Pisa Chamber of Commerce, H.E. Saqr Nasser Al Raisi, UAE Ambassador to Italy, Mohammed Mattar Al Shamsi Sr. Manager EDSD at Khalifa Fund for Enterprise Development, Mr. Salman Lutfi, founder of legal office Lutfi & Co. and Mr. Mauro Marzocchi, IICUAE’ Secretary General debated new business opportunities for Tuscan enterprises interested in developing their business in the UAE federation.  


With 484 overall participants from 40 different nationalities, 288 B2B meetings among Italian and Emirati managers, 184 horses competing, the Toscana Endurance Lifestyle definitely was one of the most prestigious event in 2015 for the developement of business and cultural relations between Italy and the UAE, nowadays more and more connected.



For further information regarding Endurance numbers download here .pdf in italian