Alastair Long returns as UK Trade Commissioner for Africa, bringing diplomatic and trade experience to Britain’s renewed continental engagement.
The United Kingdom has appointed Alastair Long as His Majesty’s Trade Commissioner (HMTC) for Africa, in a move aimed at deepening trade, investment and commercial partnerships between Britain and African countries.
Long has formally assumed responsibility for leading the UK’s trade and investment engagement across the continent under the Department for Business and Trade (DBT).
His return to Africa comes at a time when Britain is seeking to expand commercial ties with African economies, with greater emphasis on investment, market access, innovation, job creation and sustainable economic growth.
In his new role, Long will engage African governments, businesses, investors and institutions while working to identify and develop opportunities for British and African companies.
He is also expected to support UK businesses seeking to enter or expand in African markets, attract investment into the UK and African economies, and contribute to the development of resilient and productive industries.
Long brings extensive experience of Africa and international trade to the position. He previously served as Deputy Trade Commissioner and later His Majesty’s Trade Commissioner for Africa between 2019 and 2022.
Before returning to the continental assignment, he served as His Majesty’s Ambassador to Bahrain from August 2023.
He joined the Foreign, Commonwealth & Development Office in 2002 and has held several diplomatic and trade-related 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 and Deputy Consul General in Dubai; and Deputy Ambassador and HM Consul General in Muscat.
Speaking on his appointment, Long said he was delighted to return to Africa, describing the continent as “the future” and recalling the energy and ambition he encountered during his previous assignments.
He said the UK was committed to supporting both African and British growth by listening to African priorities and offering British expertise and capabilities where they could create mutual benefits.
“I look forward to engaging across the continent, with the UK business community, and with the UK Government team, to realise as many mutual opportunities as possible,” he said.
Long succeeds John Humphrey, who served as UK Trade Commissioner for Africa from June 2022.
Reflecting on his tenure, Humphrey described his service as a privilege and said the UK-Africa relationship had been strengthened through delivery, trust and shared economic ambitions.
He said Africa remained central to the UK’s global outlook, with considerable opportunities for commercially driven cooperation and sustainable growth.
Humphrey expressed confidence that Long’s experience in trade and his previous knowledge of the continent would help sustain momentum and deepen economic partnerships between Britain and African countries.
As HMTC for Africa, Long will oversee the UK’s efforts to expand its overall trade and investment relationship with the continent, improve market access for British companies—including small and medium-sized enterprises—and advance UK trade policy objectives.
He will work closely with UK ambassadors, government officials and the wider diplomatic network across Africa to coordinate Britain’s commercial engagement.
The appointment is expected to provide continuity while also opening a new phase in Britain’s efforts to strengthen economic relations with African countries, particularly as governments and businesses across the continent seek greater investment, technology partnerships, access to international markets and industrial development.
Long was educated at Clare College, Cambridge University, and the Guildhall School of Music and Drama in London.
