MALDIVES: SUCCESSFUL AMERICAN PAVILION AT MAJOR TRADE SHOW

UNCLAS COLOMBO 001403 SIPDIS SIPDIS STATE FOR SCA/INS AND EB/CBA D WINSTEAD AND T GILMAN COMMERCE FOR JONATHAN STONE E.O. 12958: N/A TAGS: BEXP BTIO ENIV ABUD ECON MV SUBJECT: MALDIVES: SUCCESSFUL AMERICAN PAVILION AT MAJOR TRADE SHOW REF: STATE 192740 ¶1. Summary: Post is pleased to report that the American Pavilion at an international trade fair in the Maldives produced encouraging results for participating companies and strengthened U.S. economic ties with Maldives. Fifteen U.S. companies, or their local partners, exhibited as part of an American Pavilion at the Maldives Hotel & Trade Exhibition from August 28-30, 2007. Many companies reported new contracts or trade leads. Significant results from this year's show included major sales for a company representing U.S. specialty-textile producer group Sunbrella, the introduction of an expanded product range by a U.S. food and beverage exporter, and the initiation of a pilot wind power project with U.S. technology. End Summary. Good Results: Expanding U.S. Exports -------------- ¶2. The American Pavilion was once again the most distinctive feature of Maldives Hotel and Trade Expo, garnering significant interest from both government and private-sector representatives. Ambassador's participation helped to focus Maldivian Ministers on U.S. products. Ambassador personally walked several Ministers through the Pavilion, introducing them to -- and highlighting the merits of -- U.S. products. He also hosted a well-attended networking reception for American Pavilion participants, major Maldivian businesses and Ministers. Concrete Results: -------------- ¶3. These are a sampling of the positive results to date for companies that participated in the American Pavilion: ¶A. A company using U.S. Sunbrella fabric to manufacture canopies and awnings received orders for more than $36,000 and is confident it will secure more sales in the next few months. ¶B. A local representative for a U.S. agricultural exporter, who was introduced to the Maldives through the American pavilion, plans to visit the U.S. this fall to expand the food & beverage product range currently offered. ¶C. One company received a fresh lead to export U.S. timber to the Maldives; it is actively pursuing this lead. ¶D. A pilot wind power project using U.S. technology has been implemented successfully and has strong potential for expansion. Ambassador Blake described the enterprise to Maldives President Gayoom, who indicated his strong support for such renewable energy investment. Gayoom currently plans to attend the formal launch of the already-running pilot project, giving a major boost to the proposed $90 million expansion to 100 islands. ¶E. An interior design company handling U.S. brands had in-depth discussions with prominent Maldivian private sector representatives and is now in the final stages of securing a viable local distributor. Other Results: -------------- ¶4. In some cases participating companies reported a successful trade show, although they have yet to report direct sales. For example: ¶A. Bell Helicopter attracted a high level of interest from government officials. The Ministry of Defense is convinced a helicopter is required for search and rescue missions, and the company is working closely with government officials to negotiate a sale. (Note: This would be the first such search and rescue helicopter in Maldives.) ¶B. An information technology company reported that, following a successful show, it is planning a product launch in Maldives later this year. ¶C. A company from the Middle East representing U.S. sports equipment and technology participated at the pavilion for the first time this year. The company hopes to break into the lucrative resort market. ¶D. General Electric was represented by three of its subsidiaries: GE Energy, GE Water & Infrastructure (out of India) and GE appliances (out of Sri Lanka). All hope to receive further sales._ (Note: The interest of major U.S. conglomerates in this market is an indication of the prospects for high end products and technology in the Maldives.) ¶E. Although not participating in the American Pavilion, a representative from Lockheed Martin-India was in Maldives during the trade show. Post assisted in confirming meetings with the Minister of Home Affairs, Minister of Defense, and the Managing Director of the Male' Port. The Lockheed representative reported serious potential for the sale of a vessel tracking system and is planning to return with a team to discuss the systems and specific applications for the country. BFIF Boosting U.S. Commercial Interests in Maldives -------------- -------------- ¶5. Comment: Business Facilitation Incentive Funds (BFIF) continue to facilitate U.S. exports to Maldives. From its early inception displaying catalogs to hosting an American Pavilion comprised of significant U.S. companies at a major trade show, this BFIF-supported event has achieved remarkable growth. The continued support of the American Pavilion by BFIF is crucial to advancing expanding U.S. exports in this market. Post strongly recommends continuation of funding for the American Pavilion at the Maldives Hotel and Trade Expo in 2008. BLAKE UNCLASSIFIED 2 SIPDIS UNCLASSIFIED UNCLASSIFIED