Lynn’s Hanse Business Convention showed what is possible for firms in West Norfolk, according to a leading academic.
Simon Anholt, an honorary professor of political science at the University of East Anglia, praised the ambition shown by delegates during Friday’s event in the Hanse House.
And he believes the heritage that Lynn shares with other Hanseatic towns and cities is crucial to future prosperity.
Mr Anholt, who is also a policy advisor and has worked with the United Nations, the World Bank and the European Union, as well as the UK Foreign Office, said: “The history is really key.
“It’s something very real. The pathway is there through culture.”
Speakers were also keen to emphasise the importance of trust both between traders in the historic Hanseatic league and companies today.
Business ambassador Dr Hermann Hauser said that was always a “great base” for a trade partnership, adding: “If you can do anything, do that.”
Delegates were able to take up a range of advice and support that could help them secure shares of a funding stream worth up to £1 billion, which is designed to help British businesses develop overseas markets.