Anne McColl: We must make it our mission to embrace US visitors

Known as a "travelling university", this is the first ISM trip to Scotland and it's a huge accolade that the mission has chosen to visit Glasgow and Edinburgh.

Mission destinations change each year and are based on the location's international knowledge, experience and future potential, so it speaks volumes about Scotland's growing international reputation that the ISM has pinpointed our two biggest cities.

Visits such as these play a vital role in ensuring Scotland is front of mind with business leaders around the world, while the networking opportunities we build into their programme give Scottish companies a chance to develop important relationships that could open the door to new international business.

With the Seattle delegation including prominent names such as the president of the Greater Seattle Chamber of Commerce, the publisher the Seattle Times and the president of the University of Washington, this is a real opportunity for Scottish companies to make a positive and lasting impression.

For Scottish Development International (SDI), we also want the Seattle delegates to go home with the message that Scotland is very much open for business. We want to make sure they are fully aware of the world-class strengths we have in this country, helping to build Scotland's profile within the US market.

And this is key to Scotland's future economic success, especially when you consider that the US continues to be Scotland's largest exporter and source of inward investment.

We know that, according to international forecasts, most growth in the global economy over the next few years is likely to come from emerging economies such as China, India, Brazil and the Middle East. And while we must support companies to look at opportunities within these markets, we must not forget the importance that traditional markets such as the US will continue to play in Scotland's economic fortunes.

After all, the figures speak for themselves. The latest Global Connections survey highlighted that the US accounted for 3.3 billion worth of exports in 2009, representing 15.5 per cent of Scotland's total exports. Canadian exports represented a further 375 million of trade and Canada is Scotland's 15th most important destination.

As such, we must continue to strengthen our relationship with the US to ensure that those companies that are willing and able can proactively capture new exporting opportunities.

There's no doubt that, like all of us, the US economy has been severely affected by the economic events of the past few years and its recovery will be prolonged. However, we know there are still huge opportunities in the US for Scottish firms and the potential wins are significant.For example, with SDI support a number of food and drink companies have recently enjoyed a series of impressive contract wins in North America. Companies including Mackies, St James Smokehouse and Stoats have benefited from a strategic programme of support from us and, as a result, are projecting combined new sales of almost 20m in the US over the next three years.

The key to success in exporting to the US is preparation and SDI's field team, working in six offices across North America, can give companies unique insight into the local market, including demographics, local sites with the most potential and market intelligence.

Our incubator centres in Boston, Houston and San Jose also allow Scottish-based companies to establish a US base and grow their operations in the country without significant overhead costs.

North America is also home to about one-third of the GlobalScot network, with 350 members actively supporting Scottish businesses.

All of these activities are helping us to develop robust relationships that proactively drive growth and opportunity. What we need to think about now is the pipeline for the future.

By reinforcing our relationships with the US and raising awareness of the opportunities that still exist, we can continue to ensure Scottish companies realise their potential and, in doing so, create huge economic benefits for our country.

• Anne McColl is chief executive of Scottish Development International