techUK at the WTO Public Forum 2025: A Strong Delegation for Digital Trade
Earlier this month, techUK joined global peers as part of the Global Services Coalition (GSC) and European Services Forum (ESF) delegation to the WTO Public Forum 2025 in Geneva (16–18 September). This year’s Forum was themed around how trade can deliver for a more connected, digital and sustainable global economy.
Our delegation brought together an impressive group of trade policy leaders, digital economy experts, and business representatives, including participants from Microsoft, Sony Interactive Entertainment, PayPal, AWS, Shopify, Visa, IBM, Cisco, Google, Mastercard, Kyndryl, Siemens, and Resolutiion.
Engaging with Countries’ Representatives at the WTO
Across three days, the delegation met with WTO Ambassadors and negotiators from Singapore, Australia, the US, UK, Barbados, Jamaica, India, the EU and South Africa.
These bilateral exchanges allowed us to discuss how digital trade, AI, services liberalisation and regulatory cooperation can support a stronger multilateral trading system.
We also heard directly from WTO Deputy Director General Johanna Hill as preparations are underway for the Ministerial Conference in Cameroon next spring.
Engagement with the UK Mission to the WTO
A key moment for the techUK delegation was our meeting with the UK Mission to the WTO, led by the recently appointed Ambassador Kumar Iyer CMG and Deputy Ambassador Rebecca Fisher-Lamb.
The discussion covered digital priorities, the e-commerce agreement and the moratorium in customs duties on electronic transmissions.
This dialogue was an important opportunity to reaffirm the strong partnership between industry and the UK Mission in shaping international rules that support innovation, growth and trust.
techUK on Stage: Trade Reviews in Focus
On Thursday 18 September, techUK’s Sabina Ciofu joined the WTO programme with a session in the Library on “Trade Reviews: How can they deliver for the digital economy?”.
The discussion explored how trade policy tools can be modernised to reflect the realities of today’s economy, where data flows, services and AI are shaping growth and competitiveness.
Key Conversations from the WTO Public Forum
Beyond delegation meetings, the official programme offered rich discussions that will shape the digital trade agenda:
AI and Trade: Rethinking Multilateral Cooperation – Moderated by Pascal Kerneis (ESF) and featuring leaders including Amélie Coulet (IBM/ESF), this panel asked what role trade policy can play in supporting AI innovation while ensuring responsible governance.
Rulemaking in the WTO: Enhancing Digital Trade for All – Organised by the co-convenors of the WTO Joint Statement Initiative (Australia, Japan, Singapore), this session showcased the progress and challenges in digital trade negotiations. Business voices, including those from our delegation, made the case for predictable, open rules to underpin digital trade globally.
Why It Matters
At a time of geopolitical uncertainty, the WTO Public Forum demonstrated that there is appetite and momentum for digital trade cooperation. From data flows to AI governance and creative industries like gaming, services trade is increasingly at the heart of the multilateral agenda.
👉 For more on techUK’s international trade work and how we support members in shaping the digital trade agenda, visit our International Trade page.
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