A report commissioned by the Nova Scotia government says awareness of the province among some global business people is "virtually non-existent."

It says many business people found that their interactions with global business partners almost always necessitated an explanation of where Nova Scotia is and why they were doing business in the province.

Quoting an interviewee, the report says: "I think the overwhelming phrase is 'Where is it?' and 'What are they doing up there other than fishing?'"

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The report was commissioned by Communications Nova Scotia for Nova Scotia Business Inc. and obtained by The Canadian Press through access to information legislation. It says the province often does not pass an initial "on paper" evaluation, especially for site selectors, that includes factors like market size, infrastructure and taxes.

But the report also says business people believe Nova Scotia has great potential, with an almost unwavering belief in the success of the businesses that have found their way to the province.

Laurel Broten, president and CEO of the arms-length Crown corporation Nova Scotia Business Inc., said the report's findings were not surprising.

"Is it tough to understand and accept some of the findings where it shows how much work we have ahead of us to put Nova Scotia on a global map? Of course it is," Ms. Broten said in a recent interview.

She said Nova Scotia has many exportable products that are marketed on a global scale, such as seafood, but international businesses don't always know that the product came from Nova Scotia. The business development agency is trying to boost awareness of the province by talking to those businesses and site selectors directly, she said.

Ms. Broten said her team tries to highlight the region's advantages, such as Halifax's international shipping port, the high quality of life and collaboration among key business leaders in the small province.

"We have to work hard to make sure we get on the radar screen of decision makers," said Ms. Broten.