( CNN ) -- British Prime Minister David Cameron will arrive in Myanmar Friday accompanied by a delegation of 10 business leaders -- a measure of how quickly the once reclusive Southeast Asian country is reengaging with the world both diplomatically and economically . The delegation will be presented as `` tourists '' to circumvent restrictions imposed by European Union trade sanctions , according to Britain 's Guardian newspaper . `` It is not a trade mission . We are going to Burma for reasons of geography and the recent elections , which led to a positive outcome , '' a source from the British government reportedly told the newspaper . `` The government policy on Burma is to discourage trade . That remains the case . Around ten members of the business delegation will come to Burma . They will have a cultural program . They will be like tourists . '' The move is controversial since Britain still publicly backs EU sanctions which have held against the military-backed government since 1996 . Cameron 's visit is the first by a major Western leader since a 1962 coup began a half century of military rule . U.S. to ease Myanmar sanctions , open relations . Western firms , meanwhile , are vying to be among the first to do business in Myanmar once sanctions are lifted . Competitors from China , India , Japan , Thailand and South Korea are already well entrenched , tapping resources such as oil and natural gas , as well as sizeable deposits of coal , nickel ore and gemstones . Myanmar also stands to be a substantial exporter of lumber and rice . Cameron is currently touring Southeast Asia -- including Malaysia and Indonesia -- with a delegation of 35 business leaders from companies such as Shell , BAE Systems and the world 's biggest miner , BHP Billiton . The EU is due to meet on April 23 to discuss its common position on Myanmar , saying it was likely to send a `` positive signal '' when it reviews the measures later this month . Both Germany and Italy are pushing for the complete lifting of sanctions , but other EU members -- Britain included -- are likely to push for some sanctions to remain in place over Myanmar 's political prisoners . Human rights groups estimate that Myanmar holds 1,000 political prisoners including students , activists and monks . Last week , the human rights advocacy group Human Rights Watch called on the EU to be cautious over sanctions , matching Myanmar reform for reform rather than simply lifting sanctions wholesale . While the U.S. has welcomed changes in Myanmar -- this month announcing it would for the first time in 21 years nominate a candidate to serve as U.S. ambassador to the country -- it also has urged caution as it seeks progress on more fronts including the resolution of ethnic violence . Aung San Suu Kyi 's opposition National League for Democracy ( NLD ) won 43 out of 45 parliamentary seats , representing about 5 % of the total parliamentary seats , in elections on April 1 . Critics claim the election involved a relative handful of seats in a powerless parliament , amounting to little more than a token concession to the opposition and the international community , but Western countries viewed the result as a powerful message from Myanmar that it was seeking reform . Sean Turnell , editor of the Burma Economic Watch and an associate professor in economics at Macquarie University in Sydney , told CNN that while Western corporations were keen to do business in Myanmar , he warned against taking too cynical a view on the lifting of sanctions . `` The desire for reform is quite genuine , '' Turnell said . He said the big question would be to what extent Suu Kyi 's election would translate into real reform and to what extent she would be given a free hand to draft new laws . `` The object of those that want sanctions lifted in the U.S. was to try to bolster the reformers in Myanmar and , in their words , 'put a bit of wind in their sails , ' '' Turnell said . `` The dilemma for the U.S. is how to best support them , '' he added . Turnell said the issue of sanctions had gathered a new complexity in the light of the continuing conflict with the Kachin ethnic minority in the far north of the country . Human Rights Watch says fighting between the Myanmar military and the Kachin Independence Army , one of the largest and most powerful ethnic armies , has escalated over the past two years . The conflict has led to widespread refugee displacement in Myanmar . `` Issues such as this are starting to divide people of goodwill , '' Turnell said . `` There 's an issue over what 's moral and what is effective -- what do we hold our noses over and what do we stand firm on ? '' Myanmar , also known as Burma , has been run by a military junta since 1962 . Sanctions were placed on the country following the violent suppression of popular protests in 1988 . Since then , U.S. Congress has placed overlapping sanctions on the country at various times , resulting in differing restrictions , waiver provisions , expiration conditions , and reporting requirements . Myanmar announced a series of reforms after elections in 2010 brought a civilian government with close ties to the military to power .
British Prime Minister David Cameron is to arrive in Myanmar Friday . The trip comes as the United States and other Western nations are pressing for a political solution to Myanmar's ethnic violence that has left more than 100 people dead since August. Companies locked out of Myanmar by sanctions are looking for opportunities . Cameron is currently in Southeast Asia with a dleegation of 35 business leaders .