Mr. John Whelan:

Trade missions enable companies to develop a footprint in emerging markets on the basis of a Minister inviting people to attend functions or signing memorandums of understanding. This work does not carry much weight in European economies, but it has a big impact in emerging economies which are politically driven and can allow companies to pass through doors which would not otherwise be opened. Furthermore, our competitors in other European countries are putting a phenomenal amount of work into trade missions because they, too, are trying to overcome their problems through exports. They have upped their game and we have to do likewise. If they are travelling with a Minister, we must do the same or we will lose traction.