Foreign Secretary sends top Ambassador to West Midlands to help local firms achieve new growth opportunities with Switzerland

The visit to the West Midlands is part of a new roadshow launched by the Foreign Secretary David Lammy to drive economic growth in every part of the UK by building connections between regions in the UK and growth-driving markets.

Ambassadors and High Commissioners are posted for long stints in other countries, and part of their brief is to get under the skin of the place they are based. That includes getting to know the ins and outs of the business landscape, and spotting opportunities for British businesses.

Ambassador Squire is one of over ten top British diplomats dispatched on a cross-country tour to build relationships with mayors and regional businesses right across the whole country.

The Foreign Secretary wants the roadshow to strengthen ties between the Foreign, Commonwealth & Development Office’s extensive overseas network and every UK region to boost international trade with key markets such as Japan, Canada and Germany, as part of the UK Government’s Plan for Change.

Foreign Secretary David Lammy said:

“The West Midlands has a strong connection to Switzerland but there’s so much more we can do to boost trade and investment.

“I am sending my Ambassador to work directly with local businesses to build connections so they can harness their expertise and champion the interests of the West Midlands most effectively.

“This nationwide roadshow is one of the ways I am ensuring the economic interests of British businesses sit at the heart of our foreign policy as we deliver on our Plan for Change.”

Ambassador Squire had morning meetings with Hill Helicopters, in Stafford, and Aston Vision Sciences, who specialise in the manufacture of medical and dental instruments, with a strong focus on eye care technologies, in Birmingham before touring the University of Birmingham and meeting with its Pro Vice Chancellor Rachel O’Reilly.

In the afternoon, Ambassador Squire visited Coventry aviation and automotive manufacturers, and developer of airside solutions, Aurrigo, who are running a revolutionary pilot of autonomous luggage vehicles at Zurich Airport.

He then visited the Jaguar Land Rover Classic Works factory at Ryton-on-Dunsmore, Coventry for a tour, which included a celebration of 70 years partnership with the Red Cross, before meeting with the West Midlands Growth Company.

Ambassador Squire said:

“It’s exciting to be in the West Midlands – home of the industrial revolution and now a leading exporter of goods and services, as well as a target for major foreign direct investment.

“This first-of-its-kind roadshow is going the extra mile to develop relationships that will help us supercharge growth to every corner of the UK.

“We’re hitting the road to speak directly to community leaders and businesses, so that not a single opportunity is missed to generate trade and investment wins overseas.

“The UK Government’s Plan for Change is making Britain the best country to do business with, and I am looking forward to building on today’s roadshow discussions to showcase the West Midlands on the international stage.”

The regional roadshow comes as the UK Government marks one year in office and builds on a keynote Foreign Secretary speech at the British Chambers of Commerce earlier this year laying out the UK Government’s mission to drive economic growth by using the FCDO’s international networks to represent the interests of British businesses and consumers overseas.

Switzerland is the UK’s 10th largest trading partner and UK-Swiss bilateral trade was £45.4 billion in 2024. Swiss companies are also responsible for £61.8 billion of inward investment into the UK. Goods exports from the West Midlands made up 10 per cent of total UK goods exports to Switzerland in 2024.

Swiss precision high-speed press manufacturer Bruderer AG reaffirmed its long-standing commitment to UK manufacturing with a major, landmark investment in a new 10,000m² state-of-the-art facility which opened in May in Telford.

Over the last three years in sectors such as automotives, energy and environmental management, the British Embassy in Berne has also supported companies in the wider West Midlands region to secure approximately £58 million of export wins.

Embassy staff are currently supporting British trade negotiators to secure a comprehensive, enhanced UK-Switzerland Free Trade Agreement, which will support businesses, jobs and growth across the entire UK, including the West Midlands.

Ambassador Squire’s roadshow visit to the West Midlands follows the Prime Minister and Chancellor’s launch last week of the UK’s Modern Industrial Strategy. The Strategy is a 10-year plan to deliver growth right across the UK. The Government has also launched the UK’s Trade Strategy, which sets out the role international trade and investment will play in delivering that growth.

Ambassador Squire added:

“I am determined to deliver on the government’s growth mission through my role here in Switzerland, and I am convinced that our bilateral relationship with Switzerland represents a real opportunity for British businesses and the British people.

“Both the UK and Switzerland are open, innovative economies with great strengths in services, advanced manufacturing and emerging technologies and the range of agreements we have negotiated and are negotiating in research and innovation, financial services, professional qualifications and free trade will help unlock even more opportunities.”