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 between Britain and African countries.
Long has formally assumed the position under the UK Department for Business and Trade and is expected to work with African governments, investors, businesses, and institutions to expand commercial partnerships, attract investment, and promote sustainable economic growth across the continent.
The appointment comes as the UK seeks to strengthen its economic engagement with Africa by supporting British and African businesses, improving market access and creating opportunities for increased trade and investment.
Long brings extensive experience of the continent, having served as Deputy Trade Commissioner and later His Majesty’s Trade Commissioner for Africa between 2019 and 2022.
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He previously served as His Majesty’s Ambassador to the Kingdom of Bahrain from August 2023 before returning to the Africa trade portfolio.
Speaking on his new appointment, Long said he was “thrilled” to return to Africa, describing the continent as “the future” and recalling the “boundless energy and ambition” he witnessed during his previous assignments in the region.
“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.
He added that he looked forward to engaging with stakeholders across the continent, the UK business community, and government teams to identify and realise opportunities that would benefit both African and British economies.
Long joined the Foreign, Commonwealth & Development Office in 2002 and has held several diplomatic and trade positions across the Middle East and North Africa.
His previous assignments include Deputy Trade Commissioner for the Middle East and Director of Trade and Investment for Saudi Arabia in Riyadh; Regional Director for Trade for the Middle East, Pakistan, and Afghanistan; Deputy Consul General in Dubai; and Deputy Ambassador and His Majesty’s Consul General in Muscat.
He was educated at Clare College, Cambridge University, and the Guildhall School of Music and Drama in London.
Long succeeds John Humphrey, who served as the UK Trade Commissioner for Africa from June 2022.
Reflecting on his tenure, Humphrey described his service as a privilege and said he had worked with partners across Africa to strengthen a relationship based on delivery, trust, and shared economic ambition.
“Africa is central to the UK’s global outlook, with significant opportunities for commercially grounded collaboration and sustainable growth,” Humphrey said.
He expressed confidence that Long would build on the existing momentum of UK engagement in Africa, citing his trade expertise, focus, and experience in the region.
As HMTC for Africa, Long will be responsible for the UK’s trade and investment engagement across the continent, including growing the overall trade and investment relationship, improving market access for British companies, particularly small and medium-sized enterprises, and developing trade policy.
He will also work with UK-based government officials, British ambassadors, and the wider diplomatic network to coordinate the UK’s efforts to promote trade, investment, and economic prosperity across Africa.