VZCZCXYZ0002
RR RUEHWEB

DE RUEHLM #0041/01 0210818
ZNR UUUUU ZZH
R 210818Z JAN 10
FM AMEMBASSY COLOMBO
TO RUEHC/SECSTATE WASHDC 1133
INFO RUCPDOC/DEPT OF COMMERCE WASHDC
RUEHNE/AMEMBASSY NEW DELHI 3709
RUEHCG/AMCONSUL CHENNAI 9857

UNCLAS COLOMBO 000041 
 
SIPDIS 
 
EB/CBA for DENNIS WINSTEAD and TIMOTHY GILMON 
 
E.O. 12958: N/A 
TAGS: BEXP ECON EFIC ETRD CE MV
SUBJECT: BFIF FY10 PROPOSAL FOR MALDIVES 
 
REF: 09 STATE 126674 
 
¶1. Post greatly appreciates continued BFIF support for commercial 
activities in Sri Lanka and Maldives and proposes BFIF funding for a 
U.S. Trade Fair in Maldives for FY10.  The points below are keyed to 
reftel request for information. 
 
(A) Justification 
------------------ 
 
¶2. The U.S. Trade Fair ("American Pavilion") in the Maldives is the 
most successful, well-known and established contributor in 
developing and expanding U.S. commercial links with the Maldives. 
The trade fair has proved a very effective tool in introducing U.S. 
products and services to the Maldives and developing mutually 
beneficial commercial partnerships between U.S. and Maldivian 
companies.  The U.S. 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 American Pavilion has 
become a main feature of the country's premier trade show. 
 
¶3. The U.S. Pavilion occupies the most visible and premier location 
on the floor, providing maximum outreach to U.S. exhibitors.  The 
diverse U.S. products and technology displayed in attractive stalls 
draw a large number of potential trade partners and visitors.  The 
Ambassador's and Charge's active participation at the 2008 and 2009 
events demonstrates the importance of this event in Post's overall 
economic strategy in Maldives. 
 
¶4. The U.S. trade show has achieved several noteworthy results with 
respect to sales contracts; 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; constructive trade leads for a power generation company; 
considerable sales and continuing orders 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. U.S. exhibitors that have consistently participated in the 
pavilion for a number of years have achieved encouraging results. 
Prominent U.S. corporations including Cummins, Caterpillar, HP, IBM, 
Bell, and Cessna were among the U.S. exhibitors in 2009.  The show 
generated useful leads for participant companies, especially in the 
energy, food and beverage, and tourism sectors.  The Maldives 
presents opportunities for a range of products and technology, with 
sustainable energy, tourism and leisure, information technology, 
communications, electronics, and construction products offering good 
prospects.  Services and consulting in areas such as finance and 
economic management (where local expertise is lacking) also provide 
opportunities.  Education is another key area for U.S. educational 
institutes.  Resort development is a highly investment-intensive 
area and an opportunity for U.S firms to offer construction, 
equipment and technology.  Although a comparatively small market, 
the Maldives is beneficial for companies willing to commit resources 
to securing commercial success. 
 
(B) Planning Milestones: 
------------------------ 
 
¶6. The show will be held in July 2010 and 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, Post's General Service Office, 
Post's Public Diplomacy Office and the exhibition organizer. 
 
(C) Estimated Costs 
------------------- 
 
¶7. Estimated costs for this program are $20,000.  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. Ken Kero-Mentz, Economic Officer, and Adrian Mendis, Commercial 
Specialist.  Tel: 94-11-2498500, Fax: 94-11-2437345, Email: 
KEROKA@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; establish the U.S. government's seriousness of expanding 
commercial ties with the Maldives; 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. 
 
¶10. Follow up after the trade fair includes contacting exhibitors 
and assisting in facilitating discussions and negotiations with 
potential clients, 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 2008, U.S. exports to Maldives demonstrated a 5% 
increase above 2007.  This BFIF activity is a proven generator of 
additional U.S. exports. 
 
¶11. Post requests confirmation of funding earliest and if possible 
by the end of January 2010 to secure exhibition space for the 
American Pavilion.  There is heavy demand for the trade show and 
Post should quickly confirm participation. 
 
BUTENIS