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 theAfrican 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.