Ms Eileen Sharpe:

In terms of resources, across the areas mentioned we have the equivalent of 18 full-time people, working in 11 offices. The geography is vast and our job is to be focused on how we apply ourselves to and do the work. We have a strategy for each market and have an operational plan. This means we must identify what sectors, sub-sectors, activities and specific companies we want to target. We then match these with the capabilities of the people we put on the ground. To give an example, China is huge, but what we target there is specific. We target two sectors, international financial services, IFS, and information and communications technology, ICT. Therefore, we have put an IFS specialist in the embassy in Beijing, because Beijing is where the decision-makers and influencers of decision-makers reside.

We apply the same principle all over the markets. This year we were delighted to bring on board a winning abroad team. The initiative was launched by our own Minister. It will be implemented over 12 months and we will recruit 35 people to specifically conduct overseas marketing for us. Honestly, the initiative has been hugely helpful and supportive.