Nottingham plans to build on new flights between East Midlands Airport and Frankfurt

IT'S not often that an announcement of a new route puts such a large spring in the step. But the announcement by bmiRegional that it would start operating a three-times daily weekday service from East Midlands Airport to one of the largest airports in the world has done just that.

At a time when our industry is being buffeted by strong economic headwinds, the news that the region will have a major hub connection has lifted spirits, not least in the regional business community.

The Americas, Africa, Asia and India will all be within easier reach. Now you'll be able to have lunch in Chicago, tea in Moscow and dinner in Rio de Janeiro via the seamless connections available with Lufthansa within three hours of arrival at Frankfurt.

It's often said that aviation is central to improving connectivity and plays a key role in sustaining the economic growth of any region. The global connectivity that the new Frankfurt service provides will give a fillip to the new high-tech sectors that have been established in the East Midlands - such as automotive and motorsport, bioscience and healthcare.

The immediate impact of the new service on business poand tential shouldn't be underestimated. For example, Chesterfield is twinned with Darmstadt, just 20 minutes drive south of Frankfurt Airport.

In 2009, Derbyshire & Nottinghamshire Chamber signed an economic partnership agreement with their sister chamber, Darmstadt IHK, with the aim of making it easier for members of both chambers to do business with each other.

According to Dr Uwe Vetterlein, of Darmstadt IHK: "This link is vital for better cooperation between companies in both regions.

"Despite electronic opportunities, international business is based on people working together.

"Short and direct connections improve personal contact business. Even tourism will benefit from this new opportunity."

The timing couldn't be better.

Just four days after the new service begins operating, members of Darmstadt IHK will be flying into East Midlands Airport to take part in the British Made - Global Trade event at the new Radisson Blu hotel.

While the onward connections the new route offers are important, being able to do business in a day in the financial and transport centre of Europe is a key attraction.

Karl Hilton, managing director of Crytek, the Nottingham video games developer said: "Crytek UK has had close business links with Frankfurt for several years and have many staff travelling to and from Frankfurt on a monthly basis. I expect this new route to offer our employees greater convenience and save our business time and money."

Derbys and Notts Chamber of Commerce has a significant number of members which already do business in Germany and the industrial profile of the Frankfurt Rhine-Main region in particular is very closely aligned with the business community here.

According to George Cowcher, chamber chief executive: "Germany remains an extremely important country to the UK in terms of trading.

"Not only is Germany one of Europe's economic powerhouses, but exporters from many countries use Germany as a gateway to the rest of the EU and beyond. So businesses looking to trade overseas should consider developing links with this region."

The improved inward investment potential for Nottingham and the region is significantly enhanced by the new service.

Last year, INIT, a worldwide leading supplier of telematics and ticketing systems, opened its latest subsidiary in the Lace Market. Managing director Jens Mullak said the new service means he can now do a day's work in Karlsruhe, catching the first flight out and the teatime flight back. One factor which had scored against Nottingham as a location for their new subsidiary was that they would have to travel to Birmingham to catch a flight. Not any more.

The reaction from business to the service has provided valuable intelligence and insight the airport can build on. The growing collaborative approach we're keen on developing between the airport and regional business community and other stakeholders is essential if we are to attract, secure and retain new routes and carriers.

But it doesn't stop there. Our vision is to better understand what business needs from us to make journeys easy, hassle-free and enjoyable. This insight will be used to plan improvements to East Midlands. Together we can ensure it makes an even greater contribution to supporting Nottingham's inward investment aspirations. Comment: page 14

Short and direct connections improve personal contact and businessDr Uwe Vetterlein