Africa is not a country – Export Academy highlighted opportunities for Styrian companies

This was precisely the message at the heart of the Export Academy “Africa is not a country”, organised by ICS on March 17, 2026 as part of the EU co-funded project Digital Gateway Emerging Markets (DiGEM). Twelve Styrian companies had the opportunity to learn about economic developments, market potential and concrete business opportunities on the African continent.

As project manager, Alexandra Kohrgruber was responsible for the organisational implementation and moderated the workshop.

Regional perspectives: North Africa and Sub-Saharan Africa

Two renowned Africa experts provided practical insights:

• Edith Predorf, an expert on Sub-Saharan Africa, used practical examples to show what opportunities dynamic markets south of the Sahara offer international companies and which typical misjudgements should be avoided when entering the market.
• North Africa expert Dr. Karim Zaki provided insights into economic developments and growth sectors in countries such as Morocco, Algeria, Tunisia and Egypt.

Strategically important markets such as South Africa, Morocco, Egypt, Kenya and Nigeria were also highlighted, as they are considered regional economic hubs and account for a large share of intra-African trade.

Success factor: understanding market dynamics

A key takeaway from the Academy: successful business in African markets depends not only on technology or price, but largely on understanding local market dynamics and cultural specifics. As Edith Predorf emphasised: “The greatest danger when entering the African market is not corruption, infrastructure or politics – but false assumptions.” Trust, personal relationships and long-term partnerships play a decisive role in many African markets.

Exchange and practical discussion

In the subsequent World Café, participants discussed key success factors for business activities in Africa together with the experts – from local partner networks and market entry strategies to cultural specifics in cooperation.

The open exchange made it clear: many Styrian companies are already engaging intensively with new growth markets and increasingly see Africa as a strategically interesting region for the future.

Support through DiGEM

The event concluded with an overview of current funding opportunities for internationalisation. In addition to the internationalisation initiative go-international, DiGEM was presented in particular.

The project supports Styrian companies in entering growth markets with funding of up to 75% for consulting services, for example for market diversification, digitalisation or international recruitment of skilled workers.

Conclusion

The Export Academy made it clear: Africa is not a single market – but a diverse continent with numerous opportunities for internationally active companies.

Those who understand regional differences, build local partnerships and think long term can tap into attractive business opportunities in many African markets

Would you like to apply for funding under Digital Gateway Emerging Markets?

Take the Fit Check now and contact us:

Alexandra Kohrgruber | Project Manager DiGEM
T +43 316 601 275
E ak@ic-steiermark.at