In the framework of the Belgian Economic Mission to the West Coast of the USA, the Belgian Foreign Trade Agency conducted an interview with Ms Kathleen Lively, Chargée d’Affaires at the U.S. Embassy to Belgium, about the West Coast economy, its main assets and the strong relationship between our two economies. Read the interesting interview below.
The interview will also be featured in our country study on the U.S. West Coast, which will be published on our LinkedIn page on Friday 12 September. Stay tuned!
Interview with Ms Kathleen Lively, Chargée d’Affaires at the Embassy of the United States of America in Belgium:
1.) California will soon host several global sporting events, including the FIFA World Cup 2026, the Super Bowl 2027, and the Olympic and Paralympic Games in 2028. Could you elaborate on the economic and innovation opportunities these mega-events create, particularly in terms of international cooperation?
Global sporting events are always an opportunity for a country to show its best face to the world. We are honored to host the World Cup for the first time since 1994 and the Summer Games for the first time since 1996. Without a doubt, these events bring people together on a global scale and create understanding and trust between cultures. California has the largest market share of tourism in the nation, with travel spending in California alone reaching an all-time high of $150 billion in 2023. These global sporting events mean a significant opportunity for Belgian travel agencies and travel organizers. But they also create enormous opportunities for cooperation in different domains. From an economic perspective, these events present a valuable opportunity for investors and companies across the world to invest in the United States, enhance international trade, and strengthen global economic ties. Everyone knows Hollywood as an epicenter of global entertainment, but the state offers a whole spectrum of companies in the sports and tech fields, which not only makes it a great place to stage these international spectacles, but also offers an abundance of potential partners for cutting-edge firms seeking growth and investment opportunities.
2.) In what ways does California distinguish itself within the broader U.S. defence landscape, and which factors make the state particularly important for the sector’s future development?
People often associate California with Silicon Valley and Hollywood—and the trade mission will include visits to both the tech and entertainment sectors—but California has long been a major player in the defense industry. The state’s key sectors are now converging as Silicon Valley is increasingly developing Artificial Intelligence solutions for defense. In addition to the defense sector’s importance for the United States, the sector is becoming increasingly critical for Belgium, given the Belgian government's plans to increase its defense investments in line with its NATO commitments. Belgian defense companies have longstanding ties with the United States. Companies like Sabena Engineering and SABCA play significant roles in F-16 production and maintenance. Belgium was one of the original partners in the development of the aircraft. FN Browning Group’s iconic Browning and Winchester brands have historic roots in the United States, to cite just a few examples. California presents unique opportunities for Belgian companies and officials to explore innovative areas in this sector and identify potential partners.
3.) California is home to global leaders in aviation, space, and advanced mobility. Could you highlight some recent innovations in this sector that might open doors for Belgian companies?
The aviation, space, and mobility sectors across the United States are developing new innovations, and California is no exception. Whether it’s advancements in reusable rockets and satellite deployment or autonomous vehicles and AI-driven traffic management systems, there is no shortage of opportunities for Belgian companies to partner with companies based in California or across the United States and to seek growth and investment in the U.S. market. For Belgian companies specializing in smart infrastructure, software, or advanced components, the West Coast’s vibrant ecosystem offers promising collaboration in these cutting-edge mobility technologies.
4.) California is often seen as a global innovation hub. What are the key drivers behind this culture of innovation?
California would have the world’s fourth largest economy if it were a country—behind only the United States, China, and Germany. The state’s business ecosystem is one reason why California is a global hub of innovation. Economic hubs such as California can draw the best and the brightest from the United States and around the world. When you have so many talented people in one place, it leads to a culture of innovation. Many companies, especially in tech, are not afraid to disrupt their own business models and products if it leads to something more profitable. That appetite for risk-taking is important. The region also benefits from deep roots in entrepreneurship, a legacy of defense and tech industry growth, and collaborative ecosystems that connect startups, investors, and universities. And of course, the beautiful weather doesn’t hurt either!
5.) What advice would you give to Belgian companies and officials participating in this mission to build long-term partnerships in California?
Don’t be afraid to take a risk and don’t be modest about touting Belgian achievements! Belgians and Americans can both learn a lot from each other and how we do business. Both countries are home to incredible technological innovation. In the short time I have been in Belgium, I have been amazed at the number of areas where Belgian companies lead the world or are offering unique products or services found nowhere else. But if there is one thing that makes our own way of doing business stand out, it’s an appetite for risk and reinvention. Belgian companies that are comfortable with that way of doing business are likely to find very willing partners across the Atlantic.
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