Technology and innovation are rapidly transforming the global real estate industry, requiring companies to quickly adapt to new systems and processes to remain competitive in local markets and international trade.
At the ‘Real Estate Investment in Global Trade Hubs’ session of the 55th annual World Trade Centers Association (WTCA) Global Business Forum (GBF), held recently in Marseille, France, Lia Rochat, Founder and Chief Executive Officer of France-based Archismart Solar, emphasized the importance of staying ahead of the technology curve.
“Adopting innovative technology solutions is critical to remaining competitive in the evolving real estate and business landscape. I believe key changes will come from blockchain and Web3, as these will enable decentralized, transparent, trusted, and faster interactions without relying on central authorities such as banks, brokers, and big tech platforms,” said Ms. Rochat.
She further explained that Web3 will transform trade through asset tokenization and peer-to-peer exchanges, stating, “It will change everything in real estate trade, as well as approaches to real estate development and financing.”
Web3, often referred to as the next generation of the internet, is built on decentralized, open-source technologies such as blockchain. It aims to create a more transparent and secure digital ecosystem, giving users greater control over their data and privacy.
One of Web3’s key innovations—asset tokenization—involves creating digital tokens that represent ownership of physical assets such as real estate. These tokens can be bought, sold, or traded on blockchain-based platforms, offering investors an alternative asset class.
At the same session, Diego Cortese, Vice President of Venue Commercial at the Dubai World Trade Center (DWTC), shared that these innovations are already being implemented. DWTC has recently partnered with the Virtual Asset Regulatory Authority to oversee digital and virtual assets and has also signed an agreement with the Dubai Land Department for the tokenization of real estate transactions.
The 2025 WTCA GBF featured a Real Estate Summit, where global experts examined the state of commercial real estate and its role in economic growth. Discussions covered the impact of sustainable infrastructure and energy innovation on future developments, along with insights into hyper-growth sectors such as data centers and logistics facilities.
At the summit, Jacopo Dettoni, Editor of fDi Intelligence of the Financial Times, highlighted the rapid acceleration of Artificial Intelligence (AI) technologies and their impact on real estate work models.
“The next wave is going to come from Artificial Intelligence, and it is going to come pretty quickly. Acknowledging the wave and trying to ride it, rather than being hit by it, is how we are going to define winners and losers,” said Mr. Dettoni.
Jacopo Dettoni, Editor of fDi Intelligence of the Financial Times (right), during the conversation on “Global Capital Flows: FDI Trends Reshaping Real Estate & Infrastructure,” with moderator Mehran Eftekhar, Director of World Trade Center Cyprus.
He also observed a shift in foreign direct investment (FDI) within real estate, with a move away from office spaces toward residential properties and emerging asset classes such as industrial properties and data centers. Additionally, there is increasing global demand for life science assets, including laboratories and clinics.
While data centers were once concentrated in major economic hubs, rising demand and cost considerations have driven their expansion beyond Tier 1 cities, leading to a more distributed global network.
More than 400 attendees representing over 50 countries and territories, along with nearly 120 World Trade Center (WTC) businesses, gathered at the 2025 WTCA GBF, hosted by WTC Marseille Provence. The event facilitated new global business connections and provided insights into investment opportunities in Marseille, a major Mediterranean port and France’s oldest city.
With the theme “Gateway to the Mediterranean,” the Forum empowered participants to expand their businesses internationally, further strengthening WTCA’s core mission: “Connecting Businesses, Globally.”