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Alastair Long is back in Africa as the UK’s new Trade Commissioner, with a fresh mandate to strengthen Britain’s trade and investment ties across the continent.
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Drawing on his previous experience in Africa, Long will champion greater market access for British businesses, attract investment and build stronger commercial partnerships with African economies.
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He takes over from John Humphrey at a time of growing UK-Africa economic engagement, with a focus on turning shared opportunities into jobs, investment and sustainable growth.
September 08, (THEWILL) — Alastair Long is back in Africa, this time with a bigger responsibility: helping Britain build stronger trade, investment and business relationships across the continent.
The seasoned diplomat has taken up his new role as His Majesty’s Trade Commissioner for Africa, returning to a region he knows from his previous assignment as the Deputy Trade Commissioner between 2019 and 2022.
His job will be to turn opportunities into stronger business connections—helping British companies, especially SMEs, gain access to African markets while encouraging investment and supporting sustainable economic growth.
Long says he is excited to return, describing Africa as “the future” and recalling the energy and ambition he witnessed during his earlier years on the continent.
He succeeds John Humphrey, who held the trade commissioner position from June 2022.
As he begins the new assignment, Long will work with African governments, businesses and investors, alongside British ambassadors and government officials, to identify areas where the UK and African economies can do more business together.
His extensive diplomatic experience includes senior trade postings in Saudi Arabia and Dubai, a diplomatic assignment in Oman and, most recently, serving as Britain’s ambassador to Bahrain.
For the UK, the message is clear: Africa remains a key part of its global trade ambitions, and Long’s return is expected to help turn that ambition into practical partnerships and new commercial opportunities.
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
