Dubai UAE – The Digital Fitness Test – a new and innovative tool designed to test the digital fitness of chambers of commerce - was launched at the 12th World Chambers Congress (12WCC) in Dubai in the presence of chamber leaders from over 100 countries.

The tool, developed by PwC in collaboration with Dubai Chamber, evaluates chambers’ digital capabilities and readiness and their ability to leverage technology to meet new business requirements.

During an interactive session at the Congress titled Fit For Digital: Know Thyself, participants took the Digital Fitness Test comprising a 12-question self-assessment via a QR code, meaning that virtual attendees at the congress could also participate.

Test criteria for chambers included the presence of a unified and comprehensive digital strategies, organisational cultures with digital mindsets, disaster recovery plans, and documented programmes to identify security breaches.

Addressing the audience, Kaveh Vessali, Data & AI, and Smart Cities, PwC, UAE said: “We want to talk about the notion of assessing your digital fitness as an organisation in order to leverage data, technology and digital tools in the service of your business. We do this to identify opportunities to leverage digital channels to help in a number of different areas in running a chamber.”

Discussing how it was important to set a direction for chambers of commerce’s digital activities, he said: “Without a true north, you may end up implementing lots of different initiatives and lots of different data technology. These might be all over the place, so it’s critical to ensure they’re pointing in the right direction in the service of your members, in the service of your staff and in the service of your mission.”

At the conclusion of the session, Vessali said: “Data is valuable when shared – it has to be trusted as it has to be managed properly. It provides value when it’s put it in the right hands, in the right place and at the right time.”

“You are looking to provide a unified experience for your customers- gather data about their interactions with you and analyse those. Generate insights into where customers are having the most trouble - try to identify where the challenges are and don’t hesitate to look to your partners and your members as advisers,” he said.

The 12th World Chambers Congress in Dubai is co-organised jointly by Dubai Chamber and the International Chamber of Commerce (ICC) and its World Chambers Federation. The current edition of the biannual event is the first to be hosted post-pandemic, with its programme centred on chambers of commerce realigning their services to drive business in a new era being defined by digitalisation, governance, and social and environmental issues.


About Dubai Chamber of Commerce and Industry

Established in 1965, Dubai Chamber of Commerce and Industry is a non-profit public entity, whose mission is to represent, support and protect the interests of the business community in Dubai by creating a favourable business environment, supporting the development of business, and by promoting Dubai as an international business hub. 

About the International Chamber of Commerce

The International Chamber of Commerce (ICC) is the institutional representative of more than 45 million companies in over 100 countries. ICC’s core mission is to make business work for everyone, every day, everywhere. Through a unique mix of advocacy, solutions and standard setting, we promote international trade, responsible business conduct and a global approach to regulation, in addition to providing market-leading dispute resolution services. Our members include many of the world’s leading companies, SMEs, business associations and local chambers of commerce. 

For more information, please contact:
Ruba Abdel Halim
Manager, PR & Corporate Communications
Tel: +971 4 2028450 Email:
Dawn Chardonnal
Head of Global Communications
International Chamber of Commerce

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