On the sidelines of the 39th Ordinary Session of the Assembly of the African Union (AU Summit), Brand South Africa is set to convene a high-level Business Engagement and Panel Discussion in Addis Ababa, Ethiopia today (13 February 2026).
This side event, unfolding amidst a backdrop of global geopolitical shifts, will focus on the theme “Fostering Trade, Investment, Integration and Infrastructure Development through the Africa Continental Free Trade Area (AfCFTA).” It will gather policymakers, development finance institutions, investors and business leaders from across the continent and beyond.
The primary objective of this engagement is to reinforce Africa’s position as an integrated, investment-ready market, enabled by sustainable infrastructure and inclusive growth. It aims to complement and strengthen ongoing continental efforts, furthering outcome-based engagements designed to advance collaborative partnerships and position Africa as an innovative, solutions-driven and forward-looking economic player in the global arena.
The discussion will unfold across four segments, each offering deep insights into the continent’s economic trajectory:
How can AfCFTA transform Africa into a unified investment market?
Given current global challenges like protectionism and fragmented supply chains, the AfCFTA is an economic and geopolitical must-have. The conversation will explore the political, institutional and financial changes required for AfCFTA to lead a new era of inclusive and sustainable trade. It will also emphasise that strengthening trust in its rules and dispute resolution is key for African Union members to partner more effectively and boost market confidence.
Financing trade-enabling infrastructure for regional integration
This discussion will tackle Africa’s infrastructure deficit, which hampers trade. Experts will explore effective ways to fund AfCFTA-aligned projects, including blended finance, local currency lending and guarantees. A key takeaway is the need for better coordination between development finance institutions and commercial banks to build vital trade corridors, energy and transport networks for intra-African trade.
Enabling digital trade and financial integration
For a truly inclusive AfCFTA, digital infrastructure and financial interoperability are essential. The panel will explore the investments and reforms needed to quickly roll out cross-border digital payments and e-commerce. It calls for institutions to collaborate, ensuring AfCFTA’s digital trade rules are implemented and align with AU standards for data, privacy and cybersecurity.
What can African institutions do together to boost Africa’s image soon?
Given the changing global environment, this segment will stress the vital importance of partnerships, managing perceptions and promoting a positive narrative for Africa. It’ll explore how multilateral organisations like the AU can strengthen trade. Panellists will discuss how African institutions, from governments to corporations, can help bodies like Brand South Africa project the continent as a viable trade partner and attractive investment destination.
The panel
The panel discussion features prominent voices:
The Business Engagement and Panel Discussion is a strong call to action for sustained collaboration and strategic partnerships. By working together, Africa can truly unlock its vast potential, driving an integrated and globally competitive future through the transformative power of AfCFTA.
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