To be present or not to be present at a world exhibition, notably for budgetary reasons, is a recurrent debate. Do you understand the debate?

Daniel Sahr: That it is discussed, yes. But in my opinion, from the moment we say that we will be present at an event of this kind, especially as a very small country, we must give ourselves the means to do so. The success we had here in Dubai is also due to the means we put in.

The amount was significant: €32m for the pavilion…

But it’s not just that. This Expo 2020 has also been a booster, with numerous economic missions, a high-flying programme on the part of the Chamber of Commerce. Dubai has long been an economic hub for Luxembourg. We had to be present in Dubai.

How do you assess these six months?

There are several levels. First of all, there is the diplomatic aspect. A world exhibition is an incredible moment, the meeting of many countries of the world… I was able to meet many partners from other chambers of commerce here. The Colombian pavilion, for example, is supported by ProColombia. The contacts we have made here are pragmatic diplomacy.

Then there is an economic assessment, which is still difficult to make, because a lot will still be done or consolidated in the coming months. Finally, there is the image, the worldwide media coverage. Of course, we were talked about on Abu Dhabi TV, but also on CNN, CNBC… Our pavilion was an anchor of “nation branding”.

Is this exhibition a springboard?

Yes, it is. People often say to me: “Isn’t that enough?” No, it’s not enough. Our pavilion is part of a long-term project that began with the slogan “putting Luxembourg on the map”. When you are not the centre of the world, you have to do things differently and go and work in the four corners of the world. That’s what we did here in Dubai. The visitors saw a dynamic country with a real plan for its future, not a tax haven as is still too often believed, wrongly so. Resourceful Luxembourg was a perfect theme.

There were many different missions, official visits… is the visit of Grand Duke Henri is the most precious reward?

He was supposed to come for Luxembourg Day, but that was cancelled. I am happy that he came a little later, for the whole team, and that the Al Wasl square was decorated with the colours of our country for this occasion. It is a real privilege that our hosts have given us. Personally, he said something to me that was a very nice gift: “I’m finally coming to see what everyone is talking about”.

This interview was first published in French on . It has been translated and edited for Delano.