Africa and the Middle East
While the challenges presented by markets in the Middle East and Africa may seem intimidating, a number of countries across this expansive region offer significant opportunities to companies that do their research and approach key markets in a systematic fashion. Within this part of the world can be found some of the poorest countries in the world and also some of the wealthiest. Demand is strong for infrastructure supplies and equipment; basic and cutting-edge health care devices; energy generation and distribution equipment; information technology; manufacturing equipment; and mining, agriculture, and food processing machinery.
Although no African countries rank among Wisconsin’s top 20 export destinations, the potential exists for significant growth as Africa’s economies and population continue to grow. The office of Wisconsin’s trade representative, based in South Africa, serves more than 30 countries in Africa, with regional staff in Malawi, Morocco, Mauritius, Kenya, Nigeria, Tanzania, Tunisia, and Zimbabwe offering vast geographic coverage to Wisconsin exporters.
In the Middle East, Wisconsin has trade representation in the six countries of the Gulf Cooperation Council (GCC): Saudi Arabia, United Arab Emirates, Qatar, Kuwait, Bahrain, and Oman. These countries are working to diversify their economies away from petroleum and natural gas extraction. Public infrastructure megaprojects, especially in Qatar, Saudi Arabia, and the UAE, are expected to spur strong expansions in the tourism, transportation, construction, and wholesale/retail sectors.
South Africa
Overview
South Africa is a middle-income emerging market with an abundant supply of natural resources; well-developed financial, legal, communications, energy, and transport sectors; and a stock exchange that is Africa’s largest and among the top 20 in the world. The country has a large agricultural and food/beverage processing sector, an advanced aerospace and defense industry, and strong manufacturing capacity. Trade is important to South Africa’s economy, and the country serves as a gateway to much of the rest of sub-Saharan Africa; the value of exports and imports taken together equals 54% of GDP.
South Africa is the economic powerhouse on the African continent and provides a gateway to southern African markets. Access to regional markets is facilitated by South Africa’s membership in the Southern Africa Customs Union and the Southern Africa Development Community. It hosts one of the strongest financial systems in the world and has a rich cultural heritage, a growing middle class, strong rule of law, and substantial infrastructure that will promote strong economic growth for the future. English is the business language across the region, making for ease of visiting and transactions.
Market Statistics
Population: 60 million (10x the size of Wisconsin)
Area: 1.2 million km2 (7x the size of Wisconsin)
GDP: $350 billion
2023 Wisconsin exports: $197 million
Wisconsin export rank: 23
2023 Wisconsin imports: $24 million
Key industries: Energy, ports and marine, aviation, rail infrastructure, environmental technology, mining equipment, agribusiness, medical devices and pharmaceuticals, automotive, green building technologies, travel and tourism, information technology, franchising, education
Top Export Categories
United Arab Emirates
Overview
The United Arab Emirates (UAE) has long been recognized as the commercial and business hub of the Middle East, and can be one of the easiest markets in the region for U.S. exporters to enter. Over the last two decades, the UAE has transformed itself into one of the Middle East’s most dynamic economies. In 2024 its GDP neared $500 billion, growing approximately 4% year over year. Originally an oil-dependent economy, it now attributes more than 75% of total output to other sectors. In 2024, two-way trade with the U.S. reached nearly $50 billion, a 10% increase over the previous year.
The UAE is a strategic hub, with business-friendly free trade zones. The UAE has developed a leading role in business services (including finance) and has effectively created a logistics hub between East and West. It is home to the busiest manmade port, and two of the fastest-growing airlines, in the world. With an ambition to become a diversified regional economic hub, the UAE is undertaking a carefully planned expansion, including noteworthy projects in tourism, urban development, alternative energy, aerospace, and composites manufacturing.
Market Statistics
Population: 10 million (2x the size of Wisconsin)
Area: 80,000 km2 (Half the size of Wisconsin)
GDP: $504 billion
2023 Wisconsin exports: $163 million
Wisconsin export rank: 28
2023 Wisconsin imports: $26 million
Key industries: Architecture, construction, and engineering; aerospace; automotive; aviation; conventional power; defense; education; health care services; information and telecommunications; nuclear power; oil and gas field machinery and services; renewable energy; safety and security; water
