The United Kingdom Government has appointed Alastair Long as His Majesty’s Trade Commissioner (HMTC) for Africa, marking his return to a region where he previously served in senior trade and diplomatic roles.
Long has formally assumed responsibility for leading the UK’s trade and investment engagement across the continent, succeeding John Humphrey, who has held the position since June 2022.
In his new role, Long will focus on expanding commercial partnerships between the UK and African countries, supporting businesses, attracting investment and strengthening economic cooperation.
The UK Department for Business and Trade said stronger trade and investment ties with Africa would help create jobs, unlock business opportunities, drive innovation, strengthen industries and support sustainable economic growth across both regions.
Long is expected to work closely with African governments, investors, businesses and institutions, as well as UK-based companies and the British diplomatic network, to deepen economic ties and identify new commercial opportunities.
“As Trade Commissioner for Africa, Alastair Long will focus on expanding commercial partnerships, supporting UK and African businesses, attracting investment, and helping to build sustainable, resilient and productive economies across the continent,” the UK Government said.
Long returns to Africa with considerable experience in the region, having previously served as Deputy Trade Commissioner and subsequently as His Majesty’s Trade Commissioner for Africa between 2019 and 2022.
Before his latest appointment, he served as His Majesty’s Ambassador to the Kingdom of 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 between 2018 and 2019.
He also served in Dubai as Regional Director for Trade for the Middle East, Pakistan and Afghanistan and Deputy Consul General from 2016 to 2018.
Between 2013 and 2015, Long was Deputy Ambassador and HM Consul General in Muscat.
Commenting on his appointment, Long said he was pleased to return to Africa and take up the role at a time when the continent presents significant economic opportunities.
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“I am thrilled to be taking up the position of His Majesty’s Trade Commissioner for Africa and returning to the continent. Africa is the future and I saw, when deputy and then acting Trade Commissioner, what boundless energy and ambition the continent possesses,” he said.
He added that the UK would seek to build partnerships based on African priorities while leveraging British expertise and capabilities.
“The UK is committed to being a partner that supports African and British growth by listening to African priorities and bringing the very best the UK has to offer,” Long said.
“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.”
His predecessor, Humphrey, described his tenure as an opportunity to strengthen the UK’s economic relationship with countries across the continent.
“It has been a privilege to serve as the UK Trade Commissioner for Africa and to work with partners across the continent to strengthen a relationship grounded in delivery, trust and shared economic ambition,” Humphrey said.
He said Africa remained central to the UK’s global outlook, pointing to opportunities for commercially driven cooperation and sustainable economic growth.
“Alastair Long inherits strong UK momentum in Africa and will bring real depth of trade expertise and the focus and energy needed to deepen partnerships and unlock further opportunities for mutual benefit,” Humphrey added.
As HMTC for Africa, Long will have responsibility for the Department for Business and Trade’s work across the continent, including growing the overall UK-Africa trade and investment relationship, improving market access for British companies, particularly small and medium-sized enterprises, and advancing UK trade policy objectives.
The commissioner will also work with UK government officials, British ambassadors and the wider diplomatic network across Africa to coordinate efforts aimed at promoting UK exports, investment and broader economic interests.
Long was educated at Clare College, Cambridge University, and the Guildhall School of Music and Drama in London.
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