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Betty Jane Punnett, University of the West Indies, St. Michael, Barbados

Lemayon Melyoki, University of Dar es Salaam, Dar es Salaam, Tanzania

Thomas Senaji, The East African University, Nairobi, Kenya

Many years ago it was reported that two shoe salespeople went to Africa. One returned and told his company 'they don't wear shoes, there is no market'. The second one returned and said 'they don't wear shoes, there is a huge market'. The second was from the Bata company and the Bata Shoe Company was so successful in Africa that the word 'bata' is used in many places to mean 'shoe'. How you see Africa depends on how you look at it.

There is no question that today there is good news coming out of Africa in terms of business, economic, and investment developments. Africa has been portrayed as 'open for business' with increasing interest in doing business with and in African countries, and African businesses are participating more in international business. In late 2023, the African Union became the second regional grouping (the European Union was the first) to be admitted to the Group of 20 leading industrialized and developing nations as a full permanent member, reflecting the region's growing global importance. In spite of this, one only has to listen to the news to hear stories of disease, drought, famine, malnutrition, turmoil, and war across Africa.

The reality is that Africa is a large continent with 53 countries and these countries vary dramatically. Some countries are doing really well, others are not. This has major implications for foreign companies considering Africa as a place to do business and a place to send expatriates. There are many opportunities - including plentiful natural resources, a wealthy elite, a young population, a potential fortune at the bottom of the pyramid – that will attract companies. But the risks and concerns must be considered as well. Africa is a place where the concept of 'risk management' is particularly relevant.

This is especially true when you think about asking individuals and their families to go to an African country as expatriates. In many ways it is an enviable prospect, with fantastic scenery, wildlife, people and history – who doesn't want to go to Africa?. But what of the dangers? Companies and individuals considering moving to Africa have to take both sides of the coin into account. Africa is indeed open for business but one needs to be prepared for the challenges if one is going to be successful there, and expatriates need to be well informed before undertaking a move to an African country.

The new African lions are welcoming, but the old dark continent has not disappeared.

To read this article, please see the Journal of Global Mobility publication:

Punnett, B.J., Melyoki, L. and Senaji, T. (2024), "Africa's expatriation: current context and future research agenda", Journal of Global Mobility, Vol. 12 No. 2, pp. 201-218. https://doi.org/10.1108/JGM-12-2022-0068" target="_blank" rel="noopener">https://doi.org/10.1108/JGM-12-2022-0068