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Viewing cable 09COLOMBO56, BFIF FY09 PROPOSALS

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Reference ID Created Released Classification Origin
09COLOMBO56 2009-01-16 06:40 2011-08-25 00:00 UNCLASSIFIED Embassy Colombo
VZCZCXYZ0006
RR RUEHWEB

DE RUEHLM #0056/01 0160640
ZNR UUUUU ZZH
R 160640Z JAN 09
FM AMEMBASSY COLOMBO
TO RUEHC/SECSTATE WASHDC 9182
INFO RUCPDOC/DEPT OF COMMERCE WASHDC
RUEHNE/AMEMBASSY NEW DELHI 2530
RUEHCG/AMCONSUL CHENNAI 8886
UNCLAS COLOMBO 000056 
 
SIPDIS 
 
EB/CBA for DENNIS WINSTEAD 
 
E.O. 12958: N/A 
TAGS: BEXP ECON EFIC ETRD CE MV
SUBJECT: BFIF FY09 PROPOSALS 
 
REF: A. STATE 128559 
B. 08 COLOMBO 746 
 
1.  Post extends its appreciation for continued support of 
commercial activities in Sri Lanka and Maldives and proposes BFIF 
funding for a U.S. Trade Fair in Maldives for FY09.  Points below 
are keyed to reftel request for information. 
 
(a) Justification 
------------------ 
 
2.  The U.S. Trade Fair ("American Pavilion") in the Maldives is a 
successful, well-established and proven contributor in developing 
and increasing U.S. commercial interests in Maldives.  The trade 
fair is an important component of the U.S economic and commercial 
strategy to expand bilateral commercial links with this pro-western, 
100% Islamic country.  Since its commencement in 1999 as a catalog 
show, the U.S. trade exhibition has evolved to a full-fledged 
American Pavilion at the country's main trade show.  The trade show 
is fully supported by the Maldivian Chamber of Commerce and 
Industry, the country's main business chamber. 
3.  As the event's largest attraction, the U.S. Pavilion occupies a 
premier location at the show.  The diverse U.S. products and 
technology displayed in attractive stalls draw a large number of 
potential trade partners and visitors.  The Ambassador's active 
participation at the 2007 and 2008 events demonstrates the 
importance of this event in post's overall economic strategy in 
Maldives. 
 
4.  Noteworthy results of previous trade shows include the 
establishment of a pilot wind power project utilizing U.S. 
technology; considerable increases in U.S. agriculture exports such 
as apples, oranges, packaged foods and eggs; the establishment of a 
local office for an interior products supplier, significant sales 
(more than USD 100,000) for a manufacturer of canopies and awnings 
using U.S. fabric, and numerous other sales opportunities and 
serious leads for U.S. companies and their representatives. 
 
5.  Prominent U.S. corporations including Cummins, 3M, Kraft, South 
West Wind Power, Bell, and Cessna were among the U.S. exhibitors in 
2008.  The show generated useful leads to participant companies, 
especially in the energy, food and beverage, paper products, and 
tourism sectors.  Maldives presents opportunities for a range of 
products and technology, with sustainable energy, information 
technology, communications, electronics, construction products, 
services, and food and beverage offering the best prospects.  High 
end products targeting niche markets are viable with certain 
segments of the population and in sectors -- such as tourism -- that 
are prepared to pay a premium for such products.  The development of 
new resorts is also an opportunity for U.S. technology and service 
providers involved in construction and resort development.  Although 
a comparatively small market, the Maldives is beneficial for 
companies willing to commit resources to securing commercial 
contracts.  Potentially lucrative contracts can be obtained by 
companies ready to invest in the medium-long term, as achieved by 
some of the previous exhibitors at the U.S. pavilion. 
 
(b) Planning Milestones: 
------------------------ 
 
6.  The dates of the show are to be determined, but will likely be 
between July and September 2009.  The show will be held in the main 
conference center in Male'.  Promotional strategy, logistics and 
related issues will be coordinated with exhibitors, the Maldives 
Chamber of Commerce and Industry, posts's General Service Office, 
post's Public Diplomacy Office and the exhibition organizer.  Post 
requests confirmation of funding no later than March 2009 of BFIF 
funds to secure exhibition space for the American Pavilion. 
 
(c) Estimated Costs 
------------------- 
 
7.  Estimated costs for this program are $20,000.00.  Post will also 
solicit funds from other USG agencies to fund components of the 
trade show related to those respective agencies. 
 
(d) Post points of contact 
-------------------------- 
 
8.  Kami Witmer, Economic Officer, and Adrian Mendis, Commercial 
Specialist. Tel: 94-11-2498500, Fax: 94-11-2437345, Email: 
WITMERKA@STATE.GOV, MENDISA@STATE.GOV. 
 
(e) Anticipated Outcomes and Follow up: 
--------------------------------------- 
 
9.  Participation in this trade show assists post to: sustain and 
advance growth in U.S. exports to Maldives; expand visibility of 
U.S. products and technology and establish the U.S. as a preferred 
 
supplier; form partnerships and sales contracts between U.S. 
companies and Maldivian firms; reinforce the 'Made in USA' brand in 
all sectors, with emphasis on food and beverage, technology and 
equipment for infrastructure projects; and identify large scale 
projects for U.S companies in areas such as construction, resorts, 
energy, food and beverage, defense and other relevant sectors. 
Successful project outcome criteria are based on new leads generated 
for exhibitors, number of visitors attending show, and number of 
contracts and sales concluded with Maldivian companies and 
government agencies. 
 
11. Follow up will be again be done by contacting exhibitors, 
pursuing trade leads, and working with government agencies on large 
scale projects with potential for U.S. commercial contribution.  We 
will also identify suppliers for specific requests received by 
American Pavilion visitors in coordination with USDA and FCS. 
Post's efforts are evident in U.S. Department of Commerce trade 
data.  In 2007, U.S. exports to Maldives demonstrated a 9.5% 
increase above 2006.  U.S. exports through end-November 2008 are up 
approximately 18.5% year-on-year.  This BFIF activity is a proven 
generator of additional U.S. exports. 
 
 
BLAKE