The Mediterranean region and Canada are closer than ever. At the end of May, ASCAME, the Canadian Chamber in Italy and Euromed Group organised a trade mission in Montréal, Ottawa and Toronto in the framework of the World of Travel, Trade & Taste Expo 2025, held in Toronto, which featured for the first time a Mediterranean Pavilion. These initiatives set the stage for long-term economic and cultural collaborations between both markets, just at a moment in which Canada is actively exploring new business opportunities in the Mediterranean region in response to growing economic uncertainty and trade tensions with the United States.
This feedback emerged as a recurring theme in all ASCAME’s institutional meetings, where CEOs and representatives from different Canadian companies and organisations openly expressed their intention of reducing their economic dependence on the U.S. by strengthening ties with the countries on both shores of the Mediterranean. For instance, there are many business and investment opportunities in agri-food exports, renewable energy solutions -especially in countries investing in green transition like Spain or Greece-, infrastructure development projects in Southern Europe -particularly in ports, transportation, and smart cities-, tourism and education, technology and innovation -Canada is exploring tech partnerships with Mediterranean innovation hubs like Barcelona focusing on AI, biotech, and cybersecurity-, and diplomatic and trade missions -the Canadian government has increased diplomatic engagement and trade missions to the Mediterranean to facilitate business matchmaking and regulatory cooperation-.
ASCAME’s trade mission in Montréal, Ottawa and Toronto
ASCAME officially kicked off its mission in Canada with a first stop in Montréal on the 23rd of May, at Fasken’s offices. This first meeting was organised by Fasken -one of the largest business law firms in Canada-, the technology cluster AIoT Canada, ASCAME, and the Canadian Chamber in Italy. This was a conference entitled ‘Mediterranean Gateway: Opportunities for Canadian Business’, which represented a unique opportunity to meet with business leaders from both regions, explore potential collaborations and strategic partnerships, share ideas, and discover innovative paths that can open doors for companies in both markets. Within this exclusive event, ASCAME presented its mission, values, and the vast potential of collaboration between the Mediterranean region and the Canadian market. The session counted on the participation of Mr. Sergio Passariello, Delegate for International Relations at the Canadian Chamber in Italy and CEO of Euromed Group, Mr. Romain Duprilot, International Trade & Investment Consultant at the Catalonia Trade & Investment in Montréal, Mr. Salvatore Cimmino, Vice President of the Canadian Chamber in Italy and Co-Founder of AIoT Canada, and Ms. Khrystyna Korylyuk, Territorial Delegate in Lombardy at the Canadian Chamber in Italy.
In Montréal, ASCAME also met with the Federation of Chambers of Commerce of Québec (FCCQ). With its 120 Chambers of Commerce and nearly 1,000 member companies, the FCCQ represents more than 50,000 businesses operating in all economic sectors throughout Québec. This meeting, conducted by Mr. Florent Favrel, Director of Corridors of Commerce at FCCQ. In this role, Mr. Favrel leads the COREX Program, which supports Québec businesses in developing international markets. It was an excellent opportunity to discuss the common challenges between Québec and the Mediterranean, as well as the concrete cooperation to be developed along with ASCAME. The message was clear: Mediterranean cooperation goes beyond the shores of the Southern basin. It extends to the French-speaking regions of North America, with a shared vision: Fostering innovation, strengthening trade, and supporting an open and competitive business environment.
Last meeting in Montréal was with Investissement Québec -this is the go-to partner for foreign and Québec-based businesses seeking to make a go of it in the province-, alongside the Canadian Chamber in Italy, to explore new business opportunities between Québec and the Mediterranean region. This meeting counted on two representatives from Investissement Québec: Ms. France Nadine Forget, Director of Exports, Markets of Europe and Africa, and Mr. Jean-François Lupien, Director of Foreign Direct Investment in France, Spain, and Portugal. The discussion laid the groundwork for closer collaboration, helping Québec-based companies access Mediterranean markets and supporting Mediterranean businesses seeking to expand into Québec. Investissement Québec is actively engaged across several Mediterranean countries, and ASCAME is dedicated to building on this momentum by linking opportunities with the most relevant local stakeholders.
Next stop was Ottawa, on the 27th of May, coinciding with the official visit of King Charles III to the Parliament. In this city, ASCAME had a fruitful meeting with the Canadian Chamber of Commerce representatives in Ottawa: Ms. Maggie Patterson, Senior Director, Global Programs and Partnerships, and Ms. Catherine Fortin LeFaivre, Senior VP, International Policy & Global Partnerships. Both parties agreed that in today’s challenging context, where trade relations between Canada and the U.S. face increasing obstacles, it is more important than ever to build international networks and diversify markets, especially with Europe and beyond. This visit was made even more valuable thanks to the support of ASCAME’s partner, the Canadian Chamber in Italy, who helped us explore specific opportunities with Italy within the broader Mediterranean framework.
The trade mission concluded on May 30 and 31 in Toronto, coinciding with the Mediterranean Pavilion, at the World of Travel, Trade & taste Expo 2025, where ASCAME’s representatives met with Ms. Susana Hernández, Secretary General at the Spanish Chamber of Commerce in Canada, and Mr. José Luis Echaniz, Head of the Economic and Commercial Office of Spain in Toronto (Embassy of Spain in Canada).
The Mediterranean Pavilion: A space to grow, learn, and be inspired
The trade mission was complemented by a diverse agenda of conferences taking place in the Mediterranean Pavilion in Toronto on May 30 and 31. These conferences offered in-depth knowledge of both the Mediterranean and Canadian markets by highlighting synergies, uncovering emerging trends, and exploring strategic opportunities for collaboration across regions. Attendees gained a comprehensive understanding of each market’s dynamics, challenges, and growth sectors; insights into cross-border business strategies and investment potential; and real success stories from both regions.
Sessions held on the 30th of May revolved around the topic “Unlocking the Mediterranean Economic and Cultural Potential”. The day began with a prestigious Official Opening Ceremony, featuring the participation of key diplomatic and institutional representatives: H.E. Mr. Lassad Boutara, Ambassador of the Republic of Tunisia to Canada, Ms. Senator Francesca La Marca and Mr. Marco Mura, representing the Parliament Assembly of the Mediterranean (PAM), Mr. Can Yoldas, Consul General of the Republic of Türkiye in Toronto, Mr. José Luis Echaniz Cobas, Head of the Economic and Commercial Office of Spain in Toronto (Embassy of Spain in Canada), and H.E. Mr. Mark A. Pace, High Commissioner of Malta to Canada.
The first conference after the opening session was “Tunisian Tourism: Towards New Canadian-Mediterranean Horizons”, highlighting Tunisia’s potential as a strategic destination for Canadian travelers and investors. Organized in collaboration with key representatives of the Tunisian-Canadian business and tourism community, the session explored the evolving opportunities for cooperation in the travel and tourism sector between Tunisia and Canada. The next conference was “Francophonie Across Three Continents: Building Bridges for Economic Growth & Youth Empowerment”, where panelists explored the strategic importance of Francophone cooperation across Europe, Africa, and North America, with a special focus on fostering youth empowerment. After that, within the session “Women in Business & Leadership: Building Inclusive Economies”, powerful voices came together to highlight the vital role of women in shaping more sustainable, equitable, and resilient economies. This session explored key topics such as the role of women in driving inclusive economic growth, strategies to increase female representation in leadership and executive roles, empowering women entrepreneurs, and cross-cultural perspectives on women’s leadership across regions.
The first day in the Mediterranean Pavilion concluded with the session titled “Expanding Canada–Mediterranean Trade and Investment”, focused on emerging investment opportunities, strategies to strengthen bilateral trade relations, and the need to create sustainable, cross-regional partnerships between Canada and the Mediterranean.
On the second day, sessions were about the topic “Entrepreneurship, innovation & Business Growth”. The first conference was entitled “Women-Led Tourism Entrepreneurship: Cyprus & Inclusive Growth”, which became an insightful dialogue about how women entrepreneurs are shaping the future of tourism in Cyprus and beyond – driving inclusive, sustainable, and cross-border economic growth, diving into strategies, challenges, and opportunities at the intersection of gender, innovation, and local development. The next session was “Dialogue on Regional Integration: Governments, Parliaments & Entrepreneurs in Action”, which brought together public and private sector leaders to explore how cross-regional collaboration can drive economic integration, legislative alignment, and innovative partnerships across the Mediterranean and North America. Panelists emphasized the crucial role of regional dialogue, institutional cooperation, and entrepreneurial leadership in building resilient and connected economies.
The last conference was “Empowering Regional and Global Entrepreneurship”, conducted by Mr. Faris Alami, Founder & CEO of International Strategic Management Inc., who has over 20 years of experience in building inclusive innovation ecosystems and supporting global entrepreneurship. Mr. Faris shared actionable insights into how we can support entrepreneurial talent across regions, foster cross-border innovation, and create scalable solutions for inclusive growth. His deep experience in both international development and business incubation made this session a real standout.