The United Kingdom has returned a familiar face to the centre of its economic engagement with Africa, appointing veteran diplomat Alastair Long as His Majesty’s Trade Commissioner (HMTC) for the continent.
The appointment, announced by the British Deputy High Commission on Monday, places Long at the forefront of Britain’s efforts to expand trade and investment partnerships with African countries at a time when governments and businesses across the continent are seeking stronger international commercial relationships.
In his new role, Long is expected to work closely with African governments, investors, businesses and institutions to identify opportunities for increased economic cooperation between the UK and countries across the continent.
His responsibilities will include developing commercial partnerships, supporting British and African companies, attracting investment and promoting sustainable and resilient economic growth.
For Long, the appointment also represents a return to a region with which he has considerable diplomatic and commercial experience.
He previously served as the UK’s Deputy Trade Commissioner for Africa before becoming HMTC for Africa, a position he held from 2019 to 2022. His return comes after a stint as His Majesty’s Ambassador to the Kingdom of Bahrain, where he served from August 2023.
Expressing his enthusiasm about the new assignment, Long said he was delighted to be returning to Africa, describing the continent as “the future.”
He recalled his previous experience in the region, saying it had allowed him to witness first-hand the energy and ambition driving Africa’s development.
Long said the UK intended to build on those experiences by working with African partners to promote economic growth that benefits both sides.
“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,” he said.
The new trade commissioner also pledged to engage governments, businesses and other stakeholders across Africa in identifying areas where both British and African interests could converge.
His appointment comes as the UK seeks to strengthen its commercial relationships across Africa, with trade, investment, market access and private-sector partnerships forming important elements of its international economic strategy.
Long takes over from John Humphrey, who became the UK Trade Commissioner for Africa in June 2022.
Reflecting on his tenure, Humphrey described the role as a privilege, highlighting the relationships built with partners across the continent during his time in office.
He said his work had focused on strengthening UK-Africa relations through delivery, trust and shared economic ambitions.
According to Humphrey, Africa would continue to occupy an important place in the UK’s global outlook, particularly because of the opportunities available for commercially focused cooperation and sustainable economic development.
Long brings more than two decades of diplomatic experience to the position. He joined the UK Foreign, Commonwealth & Development Office (FCDO) in 2002 and has served in a number of assignments, particularly in the Middle East and North Africa.
As HMTC for Africa, he will lead the British Government’s efforts to promote trade and investment across the continent, working alongside the UK’s diplomatic network and other government departments.
The position also involves helping British companies, including small and medium-sized enterprises, explore opportunities in African markets, while supporting efforts to improve market access and advance the UK’s trade policy objectives.
Long’s background combines diplomatic service with an academic and cultural education. He studied at Clare College, University of Cambridge, and the Guildhall School of Music and Drama in London.
His return to Africa is therefore expected to bring both institutional experience and an established understanding of the continent to Britain’s drive for closer economic relations with African countries.