ne of the most prestigious venue and trade brands in the world is the World Trade Center ( WTC ). Located in more than 90 countries , they serve local business communities and act as international platforms and a global ecosystem for trade and networking .

The World Trade Centers Association ( WTCA ), founded in 1969 , has grown to embrace 320 members and unites these venues and their 15,000 professional staff and licenses the association brand .

Having celebrated over 50 years of history , the WTCA gathered in April for its 2021 General Assembly ( GA ), digitally this time around , and charted a new course for further development .

The GA saw the launch of an Artificial Intelligence-powered B2B matchmaking platform . “ Leveraging an algorithm , attendees can receive a list of their best matches in just a few seconds — maximising the time spent to establish networking opportunities with truly relevant people . New technology such as this will enhance our network ’ s ability to connect and facilitate trade for our members and their business networks ,” says WTCA executive director of

business development , Robin van Puyenbroeck .

The GA followed on from the WTCA ’ s first virtual global event , the November 2020 WTCA Member Forum , which brought together more than 300 participants from 141 WTCs across the globe . Highlights included the introduction of three new WTCA partnerships with UFI , the Global Association of the Exhibition Industry ; the Global Trade Helpdesk with the United Nations Conference on Trade and Development ( UNCTAD ) and International Trade Centre ( ITC ); and the United Nations Global Compact ( UNGC ). These organisations will expand the Association ’ s network of partners across various sectors and industries .

Global connector You may have seen the prestigious WTC signage around the world and attended a conference inside one of the venues , but did you know that the WTCA is in fact a not-for-profit , non-political membership organisation , the role of which is to establish and effectively govern WTC operations ?

Commercial property developers , economic development agencies , and international businesses are the main target groups for membership due to the trade and investment opportunities on offer through the network .

The WTCA has exclusive rights to license its ‘ World Trade Center ’ brands and , as well as servicing this growing global network , acts to create an environment of collaboration among members to take advantage of the international synergies .

A WTC operation provides high-end business facilities and integrated trade services for corporate members , tenants , and the local business community and , although each WTC concept may vary due to the development needs of a specific region , the two most common components of successful WTC operations are : 1 . A physical , iconic , multi-use property , branded ‘ World Trade Center ’ that visually marks its city / region as open for international business 2 . An international business / trade services provider for tenants and the local business community . Services typically include : trade information ; trade missions ; B2B matchmaking ; business services ; dining / membership club services ; conference and exhibition services and tenant services .

Through its physical presence , and its international trade services arm , a WTC connects its local businesses and tenants to those of other WTC operations and communities around the world .

The kinds of organisations that license the WTC brand include economic development bodies and ones that promote international trade and foreign direct investment . Commercial real estate developers and investors are also pivotal to the association ’ s licensee

BRAND HISTORY

1939 A BRAND IS BORN

The World ’ s Fair

in Queens , NY

names its grounds

‘ World Trade

Center ’

1959 CONCEPT FORMED

David Rockefeller

envisions the

construction of

a permanent

building in New York

that would be a

gathering place for

international trade

1961 PROJECT APPROVED

The Port Authority

of New York

and New Jersey

approves the

World Trade Center

project

1962 AN ICONIC LANDMARK

Guy Tozzoli is

assigned to oversee

the building of the

Twin Towers , to be

called ‘ World Trade

Center ’