ST PETERSBURG, RUSSIA/WASHINGTON - For three years after Russia annexed Crimea, Washington officials quietly cautioned major U.S. firms about attending the annual St. Petersburg forum, where investors mingle with President Vladimir Putin and his lieutenants.

This year, the first forum since Donald Trump became U.S. president, such cautions were not issued, according to four people familiar with preparations for U.S. companies to attend.

This Year, No US Pressure to Avoid Russia’s Davos

Washington’s policy toward Russia is essentially unchanged under Trump, with the United States committed to maintaining sanctions on Moscow unless it complies with international demands about Ukraine.

This Year, No US Pressure to Avoid Russia’s Davos

But its approach this year to the St. Petersburg event — often described as Russia’s version of the Davos forum in Switzerland — reveals a change in tone, according to some people who follow U.S.-Russia trade relations.

This Year, No US Pressure to Avoid Russia’s Davos

Daniel Russell, the head of the U.S.-Russia business council, when asked if U.S. companies were feeling less pressure from the administration to stay away, said: “I think that’s right.

“Some of the companies, particularly in 2015, received calls from the U.S. government not to attend and I think that attitude has certainly changed,” he said.

The change in tone fits with promises Trump made during his election campaign to pursue friendlier ties with Russia.

Any sign of warming toward the Kremlin is highly sensitive for the White House, since Congress and the FBI are conducting inquiries into whether members of the Trump team had improper contacts with Russian officials before Trump’s inauguration.

Trump has denied doing anything wrong.

Asked about contacts with companies planning to attend the forum, a State Department spokesperson said: “We have an open dialogue with the business community, and ultimately companies are free to make their own decisions, in line with applicable laws and regulations.”

The forum in St Petersburg was in its second day Friday and there were signs of a more substantial U.S. presence than in previous years since the March 2014 annexation of Crimea.

U.S. ambassador to Russia John Tefft was at the forum, though he did not have a speaking slot. No U.S. ambassador attended in 2014, 2015 or 2016.

A spokeswoman for the U.S. embassy in Moscow said his attendance was a routine part of his ambassadorial duties.

Major U.S. companies who sent senior executives, including oil major Exxon, Boeing, Chevron and JPMorgan, were represented at a similar level to last year, but several delegates at the forum said they estimated the U.S. presence to be numerically bigger than in previous years.

“We see a much larger number of people from the U.S., Canada,” said Kirill Dmitriev, chief executive of the Russian Direct Investment Fund, a state body that works with foreign investors.

“There is a better understanding (among foreign investors) that sanctions really did not work, the Russian economy continues to grow, Russia represents an attractive market and people should work with Russia,” he told Reuters.

Several U.S. delegates said that, politics aside, they were drawn to the forum by the fact the Russian economy had returned to growth after a slowdown.

The forum is a prestige project for Putin, a native of St. Petersburg. Foreign executives typically use their presence to signal to the Kremlin their enthusiasm for investing in Russia.

In 2014, when the Ukraine crisis first started, U.S. Cabinet officials including Secretary of State John Kerry made personal calls to chief executives of U.S. firms asking them not to attend, said a former U.S. official who spoke on condition of anonymity.

The next year, senior U.S. officials below Cabinet level were charged with persuading American executives not to attend, and in 2016, U.S. officials brought up the issue in a low-level manner, the former official said.

The account of those conversations was confirmed by a second former official who served in the administration of former U.S. President Barack Obama.

The guidance in later years was not necessarily to stay away, but that executives who did attend should keep their presence low-key, said several other people familiar with the discussions.

Ian Colebourne, who is CEO for Deloitte in the Commonwealth of Independent States and sits on the U.S.-Russia business council, said he was aware of officials giving guidance to executives in previous years, but added: “I haven’t heard anything this year.”

Two other sources familiar with the preparations for U.S. companies to attend also said there had been no guidance before this year’s forum, in contrast to previous years.