VZCZCXYZ0000
RR RUEHWEB

DE RUEHLM #1403/01 2840318
ZNR UUUUU ZZH
R 110318Z OCT 07
FM AMEMBASSY COLOMBO
TO RUEHC/SECSTATE WASHDC 6961
INFO RUEHNE/AMEMBASSY NEW DELHI 1453
RUEHCG/AMCONSUL CHENNAI 8045
RUCPDOC/DEPT OF COMMERCE WASHDC

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