The UK’s Ambassador to Sweden, Samantha Job, visited South Wales this week as part of a nationwide drive to deepen relationships between British businesses and key international markets.
The two-day programme, from Monday 24 November, forms part of the UK Government’s ongoing “domestic roadshow” initiative, which encourages Ambassadors and High Commissioners to engage directly with companies across the UK. The aim is to help firms seize new opportunities in growth markets and expand their international reach.
Building on a Strong Welsh–Swedish Relationship
Sweden is already one of the UK’s most significant trading partners, ranked 13th overall and worth more than £36 billion a year. Welsh exports accounted for £294.4 million of that total last year, making Sweden Wales’ ninth-largest overseas market. Around 45 Swedish-owned companies now operate in Wales, employing approximately 2,700 people.
Ambassador Job’s South Wales itinerary reflects the strength of this relationship, with planned meetings across several key sectors including energy, defence, life sciences and technology — all priority industries within the UK Government’s long-term Industrial Strategy.
Meetings with Welsh Industry Leaders
During her visit, Ambassador Job will meet senior figures from Welsh businesses with active or emerging interests in the Swedish market. She will also attend Wales Tech Week, where she is expected to meet the Welsh Government Cabinet Secretary for Economy, Energy and Planning, Rebecca Evans, to discuss opportunities for collaboration in digital innovation, energy and industrial development.
A visit to MilDef — the Swedish military IT company that recently established its first manufacturing site outside Scandinavia at Bro Tathan in the Vale of Glamorgan — will highlight existing Swedish investment and future growth potential in the region.
She will also hold discussions with Stena Line, which operates major ferry routes between the UK and Sweden and has been expanding its presence in North Wales.
Stena Line and the North Wales AI Growth Zone
Stena Line recently welcomed the UK Government’s decision to designate North Wales as the UK’s first AI Growth Zone, a move aimed at accelerating digital innovation and industrial development in the region. The announcement follows plans unveiled in September for Prosperity Parc, a new 220-acre low-carbon technology park on Anglesey backed by Stena.
The development received approval from Isle of Anglesey County Council and is expected to play a central role within the newly created AI Growth Zone.
Championing Welsh Innovation on the Global Stage
Speaking ahead of her meetings, Ambassador Job said she was looking forward to engaging with Welsh businesses and helping them unlock new markets:
“It’s exciting to be in Wales to help develop the relationships that will create growth in every corner of the UK. The UK Government’s Plan for Change is making Britain the best country to do business with, and these roadshow discussions will help showcase Wales’ abundance of digital and tech strengths on the international stage.”
More than a dozen ambassadorial roadshow visits have already taken place across the UK, each aimed at strengthening international ties and helping local businesses increase exports, attract investment and build global partnerships.
Ambassador Job will conclude her South Wales visit with talks at the Life Sciences Hub Wales in Cardiff.