Rachel Reeves promised to “sell Britain” at Davos 2025, but did she succeed? Comms afficionado Zaki Cooper reports from the Swiss Alps

Was Reeves able to sell Britain at Davos?

Against the stunning backdrop of the snow-covered mountains at Davos 2025 for the 55th World Economic Forum meeting, there was palpable interest in Britain. How was the new government doing? Were they creating a business-friendly environment? At the Forum, attended by political, business and civil society leaders, the UK was on people’s minds. This year’s gathering was the first Davos attended by a Labour government for 15 years, and the world has changed dramatically in that time.

At an excellent breakfast event organised by Bloomberg on Wednesday morning, Chancellor Rachel Reeves explained that “I am here to sell Britain.” When asked whether she was relaxed about wealth creation, her response without any hesitation was absolutely.

The grisly economic reality is, of course, more complicated. Her explanation of the government’s tight fiscal position was listened to........

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