UK Names Alastair Long New Africa Trade Commissioner, Targets Deeper Investment Ties

The United Kingdom has appointed Alastair Long as its new His Majesty’s Trade Commissioner for Africa, as London moves to deepen trade, investment and commercial partnerships across the continent.

The appointment was announced in a statement issued by the UK Government and made available through the British High Commission in Nigeria on Monday.

Long will be responsible for leading the UK’s trade and investment engagement across Africa, working with governments, businesses, investors and institutions to expand commercial opportunities and attract sustainable investment.

His appointment comes as Britain intensifies efforts to strengthen economic relations with African countries and improve market access for British businesses.

Long returns to Africa

The new Trade Commissioner brings extensive diplomatic and commercial experience in Africa and the wider Middle East and North Africa region.

He previously served as Deputy Trade Commissioner and later His Majesty’s Trade Commissioner for Africa between 2019 and 2022.

Before returning to the Africa portfolio, Long served as Britain’s Ambassador to Bahrain from August 2023.

He joined the Foreign, Commonwealth & Development Office in 2002 and has occupied several diplomatic and trade-related positions.

His previous assignments include Deputy Trade Commissioner for the Middle East and Director of Trade and Investment for Saudi Arabia in Riyadh between 2018 and 2019.

Between 2016 and 2018, he served as Regional Director for Trade covering the Middle East, Pakistan and Afghanistan, as well as Deputy Consul General in Dubai.

He was also Deputy Ambassador and His Majesty’s Consul General in Muscat between 2013 and 2015.

Long was educated at Clare College, Cambridge University, and the Guildhall School of Music and Drama in London.

‘Africa is the future’

Speaking on his appointment, Long said he was delighted to return to Africa and build on his previous experience on the continent.

“I am thrilled to be taking up the position of His Majesty’s Trade Commissioner for Africa and returning to the continent. Africa is the future,” he said.

He recalled witnessing what he described as the continent’s “boundless energy and ambition” during his previous tenure.

Long said he would work closely with African governments and businesses, as well as British companies and government agencies, to identify mutually beneficial commercial opportunities.

He added that the UK would seek to respond to African priorities while deploying British expertise to expand trade and investment.

“I look forward to engaging across the continent, with the UK business community, and with the UK Government team, to realise as many mutual opportunities as possible,” he said.

Long replaces Humphrey

Long succeeds John Humphrey, who served as the UK Trade Commissioner for Africa from June 2022.

Reflecting on his tenure, Humphrey described his time in the role as a privilege, saying the UK’s engagement with Africa had been anchored on delivery, trust and shared economic ambitions.

He said Africa remained central to Britain’s global outlook, particularly given the opportunities for commercially driven partnerships and sustainable economic growth.

Humphrey expressed confidence that Long’s extensive trade and diplomatic experience would help build on the momentum already established and further strengthen UK-Africa commercial relations.

Nigeria remains key to UK strategy

Long’s appointment comes amid renewed efforts by the UK to expand economic engagement with Nigeria and other African markets.

In June, Britain unveiled a £15 million Growth Programme for Nigeria aimed at supporting economic transformation, attracting private investment and advancing reform-driven growth.

The UK also announced in April a strategy targeting £9 billion in fresh capital for African frontier markets over five years through British International Investment.

Under the plan, BII is expected to contribute almost £5 billion, with additional funding mobilised from private investors in Africa and internationally.

The UK has also been working with Nigerian authorities to implement trade and investment agreements reached during President Bola Tinubu’s state visit to Britain in March.

The Federal Government recently secured a £746 million financing agreement with the UK to support the modernisation of Nigeria’s seaports.

As the new Africa Trade Commissioner, Long will coordinate efforts to expand bilateral commercial relationships, improve opportunities for British companies and support UK firms, particularly small and medium-sized enterprises, seeking to enter or expand in African markets.

His role is expected to place him at the centre of Britain’s drive to translate its diplomatic relationships across Africa into stronger trade, investment and economic partnerships.