By the numbers, 2024 was a banner campaign for the World Trade Center of New Orleans. In the span of 12 months, the WTCNO opened its doors to more than 100 foreign civic and businesses leaders from 23 countries, including seven ambassadors and five Consul Generals; orchestrated two successful, multi-layered European trade missions focused on future energy development and maritime commerce logistics; hosted 100-plus attendees at the second annual Louisiana International Trade Conference; and worked in harmony with the five lower-Mississippi River deep-draft ports to author a first-of-its-kind, extensive maritime cargo report that will serve as an economic roadmap for the region in the years ahead.
But, as organizational leaders are quick to point out, the true impact of WTCNO shouldn’t be measured in the sheer quantity of engagements and initiatives offered to members, but rather in the collaborative, thoroughly-planned efforts the collective put forth to ensure the quality of connections made.
“By far, the biggest accomplishment for the World Trade Center in 2024 was the way in which the organization reinforced itself as trusted ‘Thought Leader’ in Louisiana,” WTCNO Director Harrison Crabtree said. “If you look at our initiatives this year, especially our trade policy initiatives in conjunction with the trade community, we’re really working together with our partners to create an environment where trade and foreign direct investment can thrive.”
Crabtree said that none of these initiatives are enacted in a silo — the local trade community is stronger when they work together. Perhaps the best example of the symbiotic partnership between the WTCNO and its membership was the selection and implementation of this past year’s two international trade missions to Belgium and the Netherlands, respectively. While organizing exploratory overseas trips has been a hallmark of the WTCNO since it’s existence, Crabtree complimented membership for selecting destinations directly correlated to either South Louisiana’s traditional, long-standing economic pillars or burgeoning new-age industries.
“Many times, these oversea trips (depending on who you travel with) can be a bit of a boondoggle, but that wasn’t the case here,” said J.W. Allen & Co. Chief Operating Officer Kristi App, who traveled with the WTC to the Port of Rotterdam in October 2024. “It was strategic. It was diverse. We touched on everything from innovation, investment, day-to-day operational best practices in running ports, start-ups. It was really just a fantastic trade mission.”
Early in 2024, a local contingent associated with various alternative energy efforts, met face-to-face with hydrogen development leaders in Belgium and toured multiple facilities to observe operational practices and infrastructure. The selection of this particular WTCNO/GNO Inc-sponsored trade mission correlated directly with the region’s concerted effort to position itself as a hydrogen energy hub — through progressive initiatives like LED’s HALO Hub and ‘H2TheFuture’ — thus decarbonizing the industrial corridor throughout South Louisiana.
Months later, the WTCNO’s trade mission to the Port of Rotterdam allowed regional maritime officials to witness how this vital, expansive, key cog in international trade tackled many of the same obstacles and challenges facing lower Mississippi River ports and the industries located within those port districts. For instance, the hosts from Rotterdam showcased various innovations put to use designed to increase efficiency and encourage expansion and growth within the port’s finite land footprint.
Further emphasizing the importance of investing in future industry trends from a production and operational standpoint, Rotterdam organizers made sure the visiting Louisiana contingent was able to meet and network with diverse group of maritime commerce influencers — from port executives, government representatives, educational leaders, and cutting-edge innovators.
“When it comes to building relationships — especially solid, foundational business relationships – you still need that in-person connectivity,” App said. “Yes, it’s an old school approach, but there is no shortcut for it.
But, to forge those relationships, App said it takes time, energy and resources, which is why the World Trade Center has been so strategic in staging these trips. “Because what you want are ‘actionable outcomes’ from them and that’s what we’ve seen from Rotterdam,” App said. “That was makes these trips a ‘WIN.’”
While seeking to strengthen networking ties abroad, the WTCNO also paused and assisted in an introspective examination of the regional maritime commerce/intramodal commerce that should serve as an industry compass for the next quarter-century.
In conjunction with all 5 deep-draft ports (Port of South Louisiana, Port of New Orleans, Port of Plaquemines, Port of St. Bernard, and the Port of Baton Rouge) the WTCNO initiated the ‘Lower Mississippi Global Commodities Analysis – an unprecedented overarching report documenting commodities trends and demands. The report is scheduled to be published in Q2 2025.
“It goes without saying that the Mississippi River is our state’s livelihood,” Crabtree said. “Therefore, it’s important for us to maximize that livelihood – for us to collectively understand not only the opportunities the river affords us for economic growth but also what are those challenges that we need to address to ensure the river can continue to be our livelihood.
“Each of the ports have their own market studies, master plans, but we’ve never looked at the river collectively…outline the demand for global commodities so that we can better understand as trade authorities and economic development businesses,” Crabtree continued. “‘What are the opportunities left to capture?’ and ‘What challenges to our livelihood loom on the horizon, short and long term?’”
In the past, Crabtree said, the five ports had worked collaboratively on security measures, but never an economic development project of this magnitude. Not only should the results of the report yield avenues for growth through innovation and expansion, it will also ID potential blind spots that could threaten South Louisiana’s standing as a global maritime power
“There is a rare and exciting opportunity for us to harness the momentum from 2024 and build upon it in fostering innovation while supporting career development amongst emerging professionals,” Crabtree said of the WTCNO. “This year will also mark Year 3 of our partnership with GNO Inc., so through what we’ve learned working together, we look forward to continuing to grow the trade sector, continuing to support foreign direct investment, but most importantly, continuing to support our members.
“We have nearly 100 members across Louisiana. I don’t think anything we’ve accomplished as an organization would be possible without them.”
