In her keynote address at the 2026 Foreign Trade Summer Evening, Prof. Dr. Claudia Hensel of Mainz University of Applied Sciences provided important insights for Rhineland-Palatinate’s export industry. Under the title “Africa is not a country – A Guide to Navigating the Export Market of the Future,” she drew attention to a continent that is becoming increasingly strategically important for German companies—and one that must be viewed in a nuanced way.
The central message of her presentation was that Africa is not a uniform market. The continent’s 54 countries differ significantly in terms of economic development, infrastructure, regulation, purchasing power, and market potential. Successful engagement therefore requires more than traditional export experience: market knowledge, cultural competence, and a willingness to identify opportunities early on are essential.
Prof. Dr. Hensel highlighted why Africa should be a greater focus for companies right now. While many European markets are characterized by demographic shifts and low growth, Africa is experiencing dynamic development in numerous regions. A young population, a growing middle class, innovative entrepreneurs, and increasing regional integration are creating attractive prospects for companies with a long-term orientation.
The presentation took on a particularly practical dimension through its classification of different market clusters across the African continent. Large, consumer-oriented core markets such as Nigeria, South Africa, Egypt, Morocco, and Kenya differ significantly from resource-based economies, reform markets, logistics hubs, and fragile markets. This differentiation enables companies to assess opportunities and risks more precisely.
Based on this analysis, Prof. Dr. Hensel identified specific opportunities for German companies. She sees particularly promising sectors in, among others, mechanical and plant engineering, environmental technology, renewable energy, energy efficiency solutions, medical technology, AgriTech, the chemical and plastics industries, and the specialty vehicle sector.
The presentation impressively illustrated the contribution that scientifically sound analyses can make to business decisions. Africa was portrayed not as a recipient of aid, but as a dynamic partner region with its own innovative strength, its own growth, and diverse market opportunities.
Prof. Dr. Hensel’s succinct closing statement summed up the central message of the evening:
“Africa doesn’t need aid; Africa needs partners.”
