By Kurt Campbell in Algeria
The Caribbean’s presence at the 4th Intra-African Trade Fair (IATF) was anything but ceremonial. In Algiers, the region arrived with sectoral focus and a clear determination to convert conversations into contracts, with tourism and the creative economy drawing unprecedented attention from African partners.
According to Mr Okechukwu Ihejirika, Head of Afreximbank’s Caribbean Office, the shift is significant.
“Tourism is number one. The Caribbean has huge potential in that regard, and African partners are paying close attention. Beyond that, the creative economy is standing tall—music, fashion, festivals—these are now recognised as serious trade sectors,” he told News Room on the sidelines of the fair.
The IATF, organised by Afreximbank in collaboration with the African Union and AfCFTA Secretariat, has become Africa’s premier trade and investment platform. More than 4,500 exhibitors and an estimated 160,000 visitors from 130 countries are participating this year. For the Caribbean, it represents the most consistent and visible effort yet to anchor itself in Africa’s trade story.
Ihejirika said the difference between 2023’s edition in Cairo and the current showing in Algiers is stark. Then, the Caribbean was making its first tentative entry. Now, ministers, business leaders, and creatives have returned with clear priorities: tourism promotion, food security and agribusiness, industrialisation, and expanding market access for SMEs.
“When we see people who attended in Grenada [for the ACTIF forum] now showing up again in Algiers, it shows the momentum is real. Success for the Caribbean means that conversations about food security, energy, and culture are translating into partnerships and financing,” Ihejirika explained.
The Caribbean pavilion at IATF was alive with cultural performances and product displays, reinforcing that the region’s identity itself is a marketable asset. For Afreximbank, this is no trivial matter.
Dr Yemi Kale, the bank’s Chief Economist, underscored the point.
“For us, success isn’t just about large deals. It’s also about SMEs making contacts, creatives selling their work, and tourism boards forming partnerships. That’s the inclusive growth story we want to see.”
Caribbean governments and institutions appear to agree. Beyond goods and services, trade is being redefined to include tourism flows, cultural exports, and people-to-people exchanges.
Grand Bahama Minister Ginger Moxey was clear that the creative economy is not just entertainment, but a pathway to sustainable development.
“Our music, our art, our festivals—they are powerful export products. What we’ve seen here is Africa embracing that side of the Caribbean,” Moxey said, noting that Grand Bahama is already planning exchanges with African cities.
Ihejirika emphasised that Afreximbank is not leaving the Caribbean’s engagement at the level of cultural symbolism. The bank has already begun financing tourism and hospitality projects in Grenada, and is working with national development banks to extend credit to SMEs across the region. Structured deals in renewable energy, industrial manufacturing, and agribusiness are also in the pipeline.
“Integration is not a slogan anymore—it’s happening before our eyes. The Caribbean is moving from attendance to participation, from symbolism to structure,” Ihejirika remarked.
Despite the progress, challenges remain. Chief among them is connectivity. Air links between Africa and the Caribbean remain weak, with travellers often forced to transit through Europe or North America.
Ihejirika is confident, however, that once business flows and tourism numbers increase, the case for direct links will strengthen. “We no longer dwell on the problems. African institutions are already investing in the Caribbean, and vice versa. Increased business flows will make a strong case for direct air links, and I am confident we’ll be celebrating that success soon,” he said.
Beyond trade, the conversations in Algiers reflected a bigger ambition—the creation of a Global Africa Commission. For Ihejirika, this is about emulating how the Indian and Chinese diasporas have leveraged cultural identity into economic clout.
“For Africa and the Caribbean, forming a common front will strengthen our hand in global politics and economics. Platforms like IATF are setting the stage for that by connecting us, sector by sector, deal by deal,” he argued.
As the fair continues, the Caribbean’s measure of success is becoming clearer. It is not about how many booths are set up, or even how many visitors pass through. Rather, it will be judged by:
- Sectoral penetration: securing footholds in tourism, agribusiness, energy, and the creative economy.
- Deal-making: financing projects, linking SMEs, and facilitating investment flows in both directions.
- Visibility and integration: ensuring the Caribbean is an active player in Africa’s largest trade platform.
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