Africa Week UK 2026 concluded today (2nd November, 2026) with the flagship Africa Country Branding Forum held at Edelman London by AfroSphere. With the theme of “Africa Forward: Innovation, Investment, Influence,” the event brought together top diplomats, global marketers, creatives and institutional investors to debate how to turn perception into growth.
As African countries prepare for their moment in the sun ahead of WTM London, the forum discussed how to change negative perceptions and create strong, investable brands for each country. Discussions focused on the key drivers for the future of the continent and included how to tell our story on our terms, take advantage of the digital landscape and capitalise on the vast potential of the diaspora.
With partnerships with trade and diplomatic players, the event highlighted how Africa is no longer potential, but a tangible and investable story. Experts explained culture and the creative sector are key tools used to gain an advantage in trade, tourism and direct foreign investment in one unified market.
