Economic diplomacy takes centre stage as African businesses look to new markets

Market access, bilateral trade and practical support for SMMEs emerged as key priorities during two days of business and diplomatic discussions in Pretoria.

PRETORIA, SOUTH AFRICA, 14 September 2026 – African businesses need

stronger access to market intelligence, finance, buyers and international distribution

networks if the continent’s trade ambitions are to translate into meaningful

commercial opportunities for smaller enterprises.

These priorities were highlighted during the 3rd Annual Embassies Business Fair

& Conference, held at the CSIR International Convention Centre in Pretoria on

8 and 9 September. Government, diplomatic and business representatives explored

how closer cooperation can help businesses move beyond domestic markets and

participate more effectively in regional and international trade.

Speaking at the conference, Deputy Minister of Small Business Development

Jane Sithole highlighted the challenges African entrepreneurs face when trying to

enter new markets. Strong products and services alone are not always enough, with

access to market intelligence, finance, logistics, certification and international

distribution networks remaining key barriers.

“The true test of a trade mission is not how many delegates attended. It is how many

qualified leads were generated, how many businesses became export-ready, how

many contracts were signed and how many new jobs and sustainable revenues

followed,” Sithole said.

Sithole highlighted that diplomatic missions can play a practical role by sharing

country-specific information and helping businesses identify credible buyers and

commercial partners. She also called for relationships to continue beyond individual

conferences and trade missions.

New areas for South Africa-Nigeria trade

Nigeria’s Acting High Commissioner to South Africa, Ambassador Alexander

Temitope Ajayi, said the conference came at a critical time for deepening investment

cooperation between the two countries.

Trade between South Africa and Nigeria has previously had a strong focus on

energy. Ajayi said Nigeria is looking to expand cooperation into other sectors,

including agriculture, manufacturing and technology.

This potential diversification comes as African countries look to strengthen trade

under the African Continental Free Trade Area (AfCFTA).

Sithole said continental integration needs to work in practice for smaller enterprises.

This includes clearer information, simpler trade processes, reliable logistics,

appropriate finance and stronger links between buyers and suppliers.

Business travel and Gauteng’s visitor economy

The gathering took place during Tourism Month and Heritage Month, placing

business travel within a broader conversation about Gauteng’s visitor economy.

Crezelda Venter, Acting CEO of the Gauteng Tourism Authority, said the

province is taking an integrated approach to tourism. This brings together tourism,

heritage, transport, events, infrastructure, township experiences, business travel and

culture.

Venter said Gauteng’s ambition is to “convert movement into measurable

tourism value” and connect visitors with bookable experiences across the province.

Turning connections into lasting opportunities

For Sihle Dube, Founder and Managing Director of the Embassies Business

Fair & Conference, attention now shifts to what happens after the connections

made in Pretoria.

“Economic diplomacy should make it easier for businesses to reach markets beyond

those they already know. An introduction is only the beginning. Businesses need the

right information and relationships to take the next step and turn access into

sustainable commercial opportunities,” said Dube.

Dube said smaller businesses can struggle to enter international commercial

networks when they do not have the same connections and resources as

established companies.

Closing that gap will require continued cooperation between government, diplomatic

missions, trade bodies, financial institutions and the private sector.

As African countries seek to deepen intra-African trade, the value of economic

diplomacy will ultimately be measured by whether businesses can turn connections

into tangible commercial outcomes.

ENDS