Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: FRIDAY, December 3, 1993 TAG: 9312030156
SECTION: BUSINESS PAGE: B-5 EDITION: METRO
SOURCE: JOEL TURNER STAFF WRITER
DATELINE: LENGTH: Medium
Businesses should research their export possibilities thoroughly and be prepared to make long-term commitments to sell products abroad.
"It will take time," said Judy McCain, export manager for the Virginia Department of Economic Development, at a meeting Thursday on international trade arranged by Roanoke Mayor David Bowers.
"Going international is not a way to quick wealth," she said.
Small- and medium-size companies should "start small and test their market," said Hans Schetelig, director of European export development for the state.
He said there is a strong demand for American products in Europe, and "Made in USA" again is becoming a symbol of quality.
Schetelig, who works in the state agency's Brussels office, said Europe, with a population of 800 million, is a myriad of markets.
Some Virginia companies find it easier to sell their products in Europe than in California, he said. "U.S. technology is the leader in the world, and there are better markets overseas for some products than in America."
More companies need to be aware of the potential for exporting their products, said Byron Yost, Roanoke-area president of First Union National Bank of Virginia.
"Businesses need to hear this story," said Yost, adding that he and First Union are willing to help spread the message.
George Hiller, export education manager for the Department of Economic Development, said defense-related companies can help offset cuts in military spending by finding foreign markets for their products.
McCain said Ireland is a "ripe market" for American products. Ireland imports 88 percent of its needs, and 68 percent come from America, she said.
The state has a regional office in the Roanoke Valley that has a daily computer listing of trading leads - both foreign and domestic - for businesses.
International trade is more than just businesses and products, said John Watt III, director of community development in the state Division of Tourism. Trade includes international tourism, which will bring nearly 50 million people to the United States this year.
Watt said the state focuses on regions, not specific localities, in advertising campaigns to attract tourists from abroad. The localities can mount their own advertising campaigns if they wish, he said.
In some cases, the state jointly advertises with localities or specific attractions.
Watt said 76 percent of all foreign travelers make more than one trip to the United States. On the first trip, he said, many visit major cities and attractions, such as New York, Los Angeles, Miami and the Grand Canyon.
On subsequent trips, they are likely to visit other parts of the country, including Virginia, Watt said.
"We feel we can get them on the second or third trip," he said. "That is why it makes sense for the state to make a long-term investment in tourism."
Virginia's status as a destination for tourists has been enhanced by the recent announcement that Disney wants to build a theme park in Northern Virginia, he said.
Foreign travelers pump $165 million a year into Virginia's economy; to get a share of that money, he said, localities must have aggressive marketing campaigns.
"You've got to pay if you want to play," Watt said.
Memo: ***CORRECTION***