Every week, CargoForwarder Global’s ‘Spotlight On…’ focuses on a different area of the air cargo industry, illustrating just how varied the individual elements are that keep cargo moving on a global scale. The Yin to the Yang of physical necessities such as aircraft, warehouses, ULDs, and the like, is the equally important promotion of understanding, representation, diplomacy and resolution. With every country and business segment and size having its own regulations and requirements, one crucial element is trade facilitation. This week, Alina Fetisova, Trade Facilitation Programme Officer at the International Trade Centre (ITC), describes her function, shares her views, and delivers a film outline that is just begging to be made.
CFG: What is your current function and company? And what are your responsibilities?
AF: I work as a Trade Facilitation Programme Officer at the International Trade Centre (ITC), a joint agency of the United Nations and WTO, focused on inclusive and sustainable trade. I specialize in project management and technical assistance in trade facilitation, and supply chain management, working across more than 15 countries in Central Asia, Southeast Asia, Africa, and Latin America. I lead multi-country projects, design policy tools and reform strategies, and deliver training for customs and border agencies. I also focus on gender-responsive trade facilitation reforms – supporting women entrepreneurs to strengthen their knowledge of cross-border trade, while helping customs officials integrate a gender perspective into trade procedures. In addition, I have opportunities to represent ITC at global events, including the recently concluded IATA’s World Cargo Symposium, and contribute to international publications on sustainable and inclusive trade.
CFG: What does a normal day look like for you?
AF: There’s no real ‘typical’ day, each one brings its own mix of priorities. Some days I’m drafting policy briefs or developing project proposals; others I’m coordinating with national partners in the Philippines, Turkmenistan, Guatemala, troubleshooting implementation issues, or preparing for high-level events. I regularly travel to project countries to deliver workshops, lead consultations, and support national partners in implementing reforms on the ground. I spend a lot of time engaging with border agencies, development partners, and SMEs to ensure that our recommendations are both practical and impactful. My day often involves switching between highly technical discussions – say, on e-commerce customs procedures – and broader strategy conversations. And then there’s training delivery, stakeholder meetings, and contributing to international forums. It’s dynamic, intellectually demanding, and deeply rewarding as you get to see real impact firsthand.
CFG: How long have you been in the air cargo industry, and what brought you to it?
AF: I’ve been working on air cargo-related issues for over three years, primarily through trade facilitation reform projects. What drew me to the sector was its central role in global connectivity – and the enormous potential for modernization. My background in trade policy and development gave me a systemic perspective, and air cargo sits at the crossroads of several critical areas: speed, regulation, digitalization, and inclusion. My involvement in the air cargo space grew organically at ITC, particularly through speaking engagements on trade and air cargo at the IATA World Cargo, the TIACA Executive Summit, and the World Cargo Summit. Since then, air cargo has become one of the key focus areas in our work on e-commerce and border management.
CFG: What do you enjoy most about your job?
AF: I thrive on the combination of policy, strategy, and impact. I enjoy seeing how well-designed reforms – whether streamlining customs procedures or promoting gender-inclusive training – can create real opportunities for businesses and individuals. I also love the global nature of the work: collaborating with colleagues and partners from different cultural and institutional backgrounds always brings new perspectives. Working in air cargo adds another layer of complexity and excitement: the pace is fast, the stakes are high, and innovation is essential. When we manage to cut through red tape or help an SME access global markets faster, that’s a win I truly value.
CFG: What do you see as the greatest challenges in our industry?
AF: In my opinion, the biggest challenges we face in the air cargo industry today lie in aligning digitalization, customs modernization, and a more inclusive approach to sustainability.
On the digital side, there’s real momentum – e-AWBs, AI, Internet of Things are transforming operations. But fragmentation remains a major barrier. Poor data quality and lack of interoperability are driving cost increases of 10–20%, while customs-related delays are causing shipping times to rise by as much as 40%. This is especially problematic as customs rules tighten – like the de minimis changes in the U.S. and upcoming changes in EU, which now require faster and more precise data for even low-value shipments. Without smarter, integrated systems, we risk turning customs into a bottleneck rather than a facilitator of trade.
Sustainability is also evolving – and it shall go beyond emissions. While environmental goals get a lot of attention, social inclusion often lags behind. Yet 80% of global e-commerce is driven by MSMEs, and in regions like Africa, women-led firms make up 75% of online exporters. A sustainable industry is one that supports these players, ensures access to digital tools, and builds policies that are fair, not just green.
So, the real challenge and opportunity is to create an air cargo ecosystem that is efficient, digitally connected, and socially inclusive. That’s how we build long-term resilience.
CFG: What advice would you give to people looking to enter into the air cargo industry? Any particular training they should aim for?
AF: My advice is to stay curious and interdisciplinary. Air cargo blends logistics, policy, and tech, so success often comes from understanding how they fit together. Whether your background is trade, law, IT, or development – there’s room for you. I’d recommend building a good foundation in air cargo and following industry bodies like IATA, but also look broader at gaining practical knowledge of customs procedures and trade facilitation. And don’t underestimate the power of soft skills: building relationships, listening across cultures, and finding common ground are just as important as technical expertise.
CFG: If the air cargo industry were a film/book, what would its title be?
AF: Air cargo is such a technical, high-stakes industry that if I were to turn it into a movie, I would probably take an unexpected route – a fast-paced comedy. I’d call it “The Fast and the Freightious.” [Smiles] Think freight forwarders, customs officers and other air cargo industry players as the unlikely heroes – racing against customs deadlines, last-minute regulation changes, and the dreaded system outage five minutes before flight departure. There’d be adrenaline, suspense, a lot of coffee, and more acronyms than any viewer could possibly remember. Behind the chaos, though, it would highlight the incredible coordination, resilience, and innovation that keep global trade moving – one airway bill at a time.
Fantastic! Thank you, Alina.
If you would like to share your personal air cargo story with our CargoForwarder Global readers, feel free to send your answers to the above questions to cargoforwarderglobal@kopfpilot.at We look forward to shining a spotlight on your job area, views, and experiences.
