Amid current uncertainties in global markets, leaders from the World Trade Organization (WTO) and World Trade Centers Association® (WTCA®) have issued calls for increased openness and collaboration in international trade to sustain the growth and stability of businesses across the regions.
Ms. Angela Ellard, Deputy Director General of the WTO, emphasized the importance of maintaining a rules-based multilateral trading system during the “Global Outlook: Navigating Trade and Investment Trends in 2025” session at the 55th annual WTCA Global Business Forum (GBF), held recently in Marseille, France.
Acknowledging concerns over recent tariff hikes by major economies, Ms. Ellard cautioned against reactionary measures that could exacerbate economic uncertainty. She noted that the WTO Secretariat’s preliminary estimates suggest these measures — along with others introduced since early this year — could result in a 1% contraction in global merchandise trade volumes for 2025, a sharp downward revision of nearly four percentage points from earlier projections.
Ms. Ellard urged WTO members and businesses worldwide to engage constructively through existing platforms to resolve disputes and promote broader trade initiatives. “As you and your governments consider how to respond to actions taken by others, I urge you to remain calm, to avoid a downward spiral that hurts everyone,” she said.
She further outlined the intergovernmental organization’s role in navigating new trade policies, including the implementation or threat of tariffs. Her advice for GBF attendees was to remain level-headed and to consider not just the immediate effects of their reactions, but the broader, long-term effects on global stakeholders. “There is an opportunity for dialogue and cooperation to work through issues,” she stated.
In his own opening remarks at the GBF, John E. Drew, Chair, WTCA Board of Directors, underscored the critical role of steady leadership and global cooperation in navigating volatile trade policies. He explained that “in today’s climate, WTCA remains committed to promoting free and fair trade, open markets and healthy competition. We believe these principles foster an environment that attracts investment, drives prosperity, and fuels economic growth.”
Mr. Drew added that, through its global network of independent World Trade Center (WTC) operations — built on trust and collaboration — WTCA actively supports these principles by facilitating international business connections and trade opportunities worldwide.
He stressed the need for businesses to stay informed and connected amid unpredictable tariff shifts. He highlighted WTCA’s global presence in nearly 100 countries and territories as pivotal in providing real-time insights and fostering international collaboration among trade stakeholders.
“This year’s GBF showcased the real value of connection: forging strategic partnerships between our WTCA members and local/international business delegates; opening new pathways to trade; and reaffirming our shared commitment to free, fair, and open commerce. Together, we will continue to ‘Keep Calm and Trade On’.”
WTCA is uniquely positioned to lead in promoting trade and investment, especially amid current geopolitical tensions. For over 50 years, WTCA’s mission has been to connect businesses and foster global trade through its network. Unlike shifting government policies, WTCA offers a stable, non-political platform for collaboration that unites stakeholders and champions prosperity through trade.
Both Ms. Ellard and Mr. Drew reaffirmed their organizations’ commitment to promoting free and fair trade, emphasizing the resilience of global commerce despite ongoing uncertainties. They called on businesses to remain adaptable and to leverage collective knowledge and network resources to navigate the evolving trade landscape effectively.
Over 400 attendees from more than 50 countries and territories, and nearly 120 WTC businesses, gathered for the 2025 WTCA GBF, hosted by WTC Marseille Provence (April 6-9), to forge new global business connections, and learn about specific opportunities in Marseille, a popular Mediterranean port city and the oldest city in France.
With the theme, “Gateway to the Mediterranean,” the Forum helped attendees amplify their businesses’ growth and international reach, further elevating WTCA’s core mission, “Connecting Businesses, Globally.”