Family businesses have always been a cornerstone of global economies, characterized by resilience, adaptability, and legacy. For organizations like World Trade Center (WTC) Dublin, WTC Yerevan, and WTC Almaty, attaining a license with the World Trade Centers Association (WTCA) has proven transformative, fostering growth, collaboration, and sustainability. Insights from Maureen Pace of WTC Dublin, Aleksandr Marutyan of WTC Yerevan, and Zhanar Abdullayeva of WTC Almaty highlight the profound impact of the global WTCA network on their family enterprises.

The story of WTC Dublin began with the Drew family, whose Irish roots and passion for global business inspired them to connect local enterprises with international markets. “Guided by my father’s entrepreneurial vision, our family’s dedication to helping businesses grow remains at the heart of our journey,” said Maureen Pace, President of WTC Dublin. Similarly, WTC Yerevan’s foundation is rooted in enhancing Armenia’s economic landscape. “Our motive for acquiring the WTC license was to foster economic growth and strengthen Armenia’s integration into the global market,” noted Aleksandr Marutyan, Board Member of WTC Yerevan.

WTC Almaty reflects a unique journey, stemming from a family business managing 35 hectares of central Almaty real estate, including exhibition pavilions, shopping malls, and hospitality ventures. Operated by Atakent Business Cooperation Centre, the acquisition of the WTC license in 2011 marked a pivotal step in aligning with international standards. “Our goal was to create a sophisticated corporate governance structure and promote Kazakhstan’s global integration,” explained Zhanar Abdullayeva, representative of the WTC Almaty parent company. Today, WTC Almaty supports activities in exhibitions, hospitality, and real estate, embodying the family’s long-term vision.

The WTCA network has significantly enhanced these centers' operations. For WTC Dublin, the global network is a unique selling point. “WTCA enables us to drive economic development opportunites for our regional networks,” Pace emphasized. Marutyan shared similar sentiments for WTC Yerevan: “The brand has elevated our standing locally and internationally, empowering us to engage in high-level negotiations and attract strategic partners.”

WTC Dublin HQ1

WTC Dublin HQ 2 - Photo by World Trade Center Dublin

Though WTC Almaty’s affiliation with WTCA is relatively recent, the network has already sparked potential collaborations, such as engaging with Pan-Asian hotel brands and exploring partnerships in the pharmaceutical sector. The representatives highlighted the network's role in attracting investment and development partners, aligning with the company’s extensive growth plans.

WTCA not only provides growth opportunities, but also ensures family business sustainability. The enduring relationships formed within the network have created a support system beyond business boundaries. “WTCA offers a trusted knowledge base during challenging times,” said Pace. Marutyan agreed, emphasizing that the WTC license integrates cutting-edge strategies essential for long-term success.

Many family firms in Southeast Europe, like SMEs globally, navigate resource constraints such as access to finance and new technologies. This drives them to pursue international markets to address these gaps. By leveraging the WTCA license, these businesses gain credibility, international recognition, and market access to overcome barriers and influence policies that foster cross-border resource transferability.

Looking to the future, these centers are poised to leverage opportunities through the WTCA network. WTC Dublin anticipates the 2025 WTCA Global Business Forum in Marseille, France as a gateway to expanding into the French market. Meanwhile, WTC Yerevan aims to position Armenia as a hub in the European trade network, enhancing cross-border collaborations. WTC Almaty also envisions leveraging WTCA for international cooperation and strategic partnerships, underlining the transformative potential of the WTC brand.

The experiences of WTC Dublin, WTC Yerevan, and WTC Almaty underscore WTCA role as more than a network—it is a strategic partner enabling family businesses to preserve their heritage while thriving in a dynamic global economy. By bridging local legacy with international opportunities, these centers are charting a sustainable path for future generations.

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