Africa and the Middle East

South Africa is a middle-income market with an abundant supply of natural resources; well-developed financial, legal, communications, energy, and transportation sectors; and a stock exchange that is Africa’s largest and among the top 20 in the world. Trade is important to South Africa’s economy, and the country serves as a gateway to much of the rest of sub-Saharan Africa.

South Africa is the economic powerhouse on the African continent and provides a gateway to southern African markets. Wisconsin exporters have recognized this, as export growth to South Africa and Africa overall have grown by 72% and 12%, respectively, since 2021—outpacing export growth to most markets, including China and India, by a wide margin. 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.

South Africa has a dominant mining industry, a large agricultural and food/beverage processing sector, and an advanced aerospace and defense industry as well as a strong manufacturing capacity. These sectors offer opportunities for advanced Wisconsin companies. The focus on renewable energy has increased, which provides a good platform for Wisconsin companies that can assist at the developmental stage. Education and health care are further areas where Wisconsin companies can pursue opportunities for improvement and advancement. The South Africa-based office serves more than 20 countries in southern and eastern Africa and has regional sub-offices in Tanzania and Mauritius, offering vast geographic reach to Wisconsin exporters.

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. The economy of the UAE is one of the most diversified in the Persian Gulf region, characterized by its significant oil wealth, strategic geographic location, and ambitious efforts to diversify its economy away from oil dependency. Strategic investments in infrastructure, technology, and innovation are designed to ensure long-term sustainability and economic growth.

The UAE is a strategic hub, with business-friendly free 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 man-made 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.

The UAE’s efforts to diversify its economy create opportunities for Wisconsin companies dealing in aerospace manufacturing, life sciences, water technology, energy, and food and beverage exports.