From handshakes to contracts: Trade missions as catalysts for global partnerships

Trade missions are often seen as ceremonial - a sea of delegates, speeches, handshakes and photo opportunities. Our experience tells a very different story. When prepared for and executed well, trade missions can be powerful platforms for creating meaningful global partnerships.

Recently, we joined a Canadian government trade mission to Indonesia and the Philippines, organised by Global Affairs Canada. More than 300 people made up the delegation. It could have been easy to get lost in the crowd.

But with the right preparation, a clear focus and the support of CCC, we came away with introductions, along with a tangible partnership that has the potential to transform water management in Jambi City, Indonesia.

The mission was part of Canada’s Indo-Pacific Strategy, which delivers a strong emphasis on sustainable infrastructure and energy transition. Both Indonesia and the Philippines are setting ambitious clean energy and water targets, but face enormous challenges in grid modernisation, storage, water security and financing.

That made the mission an ideal stage for Canada to showcase what its companies could offer. For us, it was also an opportunity to expand our current markets and explore new ways of partnering with Southeast Asia as it accelerates the transition to cleaner, more resilient infrastructure.

We knew, though, that showing up would not be enough. We started preparing almost a month in advance by scheduling virtual meetings, reaching out to specific clients and setting a defined agenda. By the time we landed in Jakarta, we decided who we wanted to meet, what we wanted to discuss and what outcomes we were aiming for.

That preparation gave us an advantage. With hundreds of other participants trying to secure the same audience, clarity of purpose allowed us to cut through. We also understood what was potentially at stake. A Team Canada Trade Mission to Japan in 2023 resulted in at least 70 new contracts, valued collectively at around C$30 million.

One of the most important conversations happened with Perumdam Tirta Mayang, the municipal water utility of Jambi City. The utility was looking to modernise its system by replacing 100,000 water meters, enabling it to better detect billable water loss.

What we offered was technology combined with a complete solution: a path to implement advanced metering infrastructure supported by a business case and financing options. That comprehensive approach struck a chord.

From there, the relationship advanced quickly. First came in-person introductions during the mission, then a visit to Jambi with Canadian Commercial Corporation (CCC) representatives, followed by email exchanges of proposals.

We later met with the Mayor of Jambi, who gave his in-principle approval. The culmination was the signing of a Letter of Intent (LOI) in Jakarta, witnessed by Jess Dutton, the Canadian Ambassador to Indonesia and Pak Arief Wisnu Cahyono, chairman of PREPAMSI which is Indonesia’s national water association.

The LOI marked impressive progress for a single project. It was the first concrete outcome of the Canadian mission. The next stage will be a government-to-government Memorandum of Understanding (MOU) between Canada and Indonesia, de-risking the project and accelerating delivery.

Looking back, the Jambi experience highlights why trade missions matter - and why they are becoming more important in today’s global context.

• Government-to-government credibility: Working through CCC brought a level of trust and assurance that opened doors quickly. For Jambi, it meant the backing of not just a company, but the Government of Canada.
• Quality of engagement: The involvement of CCC significantly improved the quality of discussions. It gave the client confidence to take the time needed to evaluate a solution, knowing the support was genuine and long term.
• Financial innovation: Large-scale infrastructure requires bankable financing. CCC, working with Export Development Canada (EDC), helps package projects in a way that lowers risk and attracts lenders.
• Relationship building: Trade missions create a diplomatic environment - high-level meetings, embassy receptions, informal conversations - that humanises what could otherwise be purely transactional.

1. Do your homework

Trade missions aren’t speed-dating events. Success comes from weeks of preparation. This includes researching the market, scheduling pre-mission calls and setting a strategic agenda before you land.

2. Target the right clients

Go where you can make an impact. Sometimes the best opportunities lie not in the biggest cities but in those that are agile, open to innovation and ready to move.

3. Offer a complete solution

Don’t just pitch technology. Pair your technical expertise with a compelling business case and financing options. Clients are looking for partners who can deliver outcomes, not just products.

While our story comes from Indonesia, the lessons apply globally. Trade missions are playing an increasingly important role around the world.

Wherever they occur, the underlying purpose is the same - to create structured opportunities for governments and companies to align on priorities like decarbonisation, water security and digital transformation.

The Jambi project is about smarter water management, but its real significance lies in what it represents. As Dwike Riantara, Managing Director of Jambi’s water utility, said: “The pilot project with our Canadian counterparts offers a promising solution for modernising our business process, with the potential to improve efficiency, reduce costs, and enhance customer service.”

That is the essence of trade missions. When approached with preparation and purpose, they are not ceremonial exercises but catalysts for trust, credibility and concrete partnerships.

Success comes from focused, targeted engagement and offering complete solutions. Trade missions can be stepping stones to long-term collaboration on the global transition in energy, water and infrastructure.