The United Kingdom has appointed Alastair Long as its new His Majesty’s Trade Commissioner (HMTC) for Africa, with a mandate to deepen trade and investment ties with the continent and expand commercial opportunities for British and African businesses.

Long, who has previously served as Deputy Trade Commissioner and later His Majesty’s Trade Commissioner for Africa between 2019 and 2022, has returned to the continent at a time when African countries, including Nigeria, are seeking to attract more investment, expand exports and improve access to international markets.

The UK Department for Business and Trade said his priorities would include expanding commercial partnerships, supporting businesses, attracting investment and contributing to the development of sustainable and resilient economies across Africa.

Long said his return to Africa would allow him to build on his previous experience on the continent, describing Africa as the “future” and highlighting what he called the continent’s energy and ambition.

“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 and I saw, when deputy and then acting Trade Commissioner, what boundless energy and ambition the continent possesses,” he said.

He added that the UK would seek to work with African countries based on their priorities while bringing British expertise and capabilities to areas of mutual economic interest.

“The UK is committed to being a partner that supports African and British growth by listening to African priorities and bringing the very best the UK has to offer,” Long said.

His appointment is particularly significant for economies such as Nigeria, Africa’s largest economy and one of the UK’s major commercial partners on the continent, where efforts to attract foreign capital and expand non-oil exports remain central to economic diversification.

The new commissioner will oversee the UK’s trade and investment activities across Africa, including efforts to improve market access for British companies, particularly small and medium-sized enterprises, while developing trade policy and strengthening the overall UK-Africa commercial relationship.

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

Reflecting on his tenure, Humphrey said Africa remained central to the UK’s global outlook, describing the continent as offering significant opportunities for commercially driven cooperation and sustainable growth.

Long’s previous diplomatic and trade experience spans Africa, the Middle East and North Africa. Before his current appointment, he served as British Ambassador to Bahrain from August 2023.

He joined the Foreign, Commonwealth & Development Office in 2002 and previously held trade and diplomatic positions in Saudi Arabia, the United Arab Emirates and Oman.