BOOKING a world-renowned rock star to perform for a group of Chinese businessmen as they walk to Durham Cathedral is just one of the many services the North East Chamber of Commerce (NECC) offers to boost trade globally.

Okay, so maybe I’m stretching the truth a little.

Maybe, just maybe, Sting performing in Durham City was pre-planned and it was happy circumstance that a high-level delegation from Harbin in northern China happened to be passing.

Either way, it did no harm to the impression made with people who are incredibly interested in doing business with the North-East of England.

Harbin is an area of China that is still experiencing double digit growth, so the more we can do to win business with that part of the world the greater the benefit to our economy.

I am delighted to add that Harbin is not the only region keen to trade with us.

We have been cultivating links with Shanghai for a number of years and we had a visit from our counterparts there a few weeks ago.

Shanghai really is an economic powerhouse and it is one that relies on strong working relationships which we have been working hard to develop since signing a Memorandum of Understanding in March 2007.

And our focus is not just on China.

Tomorrow we are receiving a visit from the Canadian High Commissioner, Sir James Wright, who will learn more about what the businesses we have in the region.

Canada is an important place for the North-East.

Alcan, in Northumberland, has a key headquarters in Canada, Black & Decker has a major research and development facility in Ontario and Storeys:ssp recently merged with the top Canadian agency.

All told, the opportunities for global trade are there for any company wanting to spread its wings.

Given the stagnation in domestic markets, doing business abroad represents the most significant opportunity for companies with an appetite for growth.

There is a wealth of support provided by NECC for companies that have yet to test foreign markets or those already involved in international trade that want to get on even further.

We can also introduce you to other organisations, such as UKTI, who can provide further advice and support.

Wherever in the world you wish to do business, there will be a Chamber of Commerce, and NECC can provide the perfect introduction.

■ James Ramsbotham is chief executive of NECC.