Interview with Martino Ghielmi, Founder of VadoinAfrica.com
Rome, 20 February 2025
Africa is emerging as one of the most dynamic and promising markets globally. For Italy, this presents the opportunity to establish strategic partnerships based on mutual respect, innovation, and sustainability, moving beyond traditional trade dynamics.
To gain a better understanding of the opportunities and challenges of this continent, Easy Diplomacy interviewed Martino Ghielmi, founder of VadoinAfrica.com, the leading Italian-language community dedicated to entrepreneurs engaging with Africa.
Why can Africa no longer be ignored?
Today, Africa is home to over 1.3 billion people, with a population expected to double within the next 25 years. Half of this population is under 20 years old, a unique characteristic in a world that is aging. The continent’s total GDP exceeded $2.7 trillion in 2023 and has been growing steadily for over 20 years, although the per capita share remains relatively low.
What role does Africa play in today’s geopolitical context?
Africa is increasingly asserting itself as an independent actor on the international stage. African nations are redefining their diplomatic and economic relationships with a pragmatic and self-sufficient approach. We no longer see automatic alignment with Western powers, as in the post-colonial period, nor a simple replacement of old partners with new ones, such as China.
Instead, African Countries are demonstrating a growing ability to negotiate favorable agreements with all global stakeholders—Europeans, Americans, Chinese, Indians, and Gulf nations. This new assertiveness is evident in the management of natural resources, monetary policies, and the development of the African Continental Free Trade Area (AfCFTA), which is creating a single market of 1.3 billion consumers.
What are the main Business Opportunities?
The opportunities for businesses are vast, particularly in adding value to extractive industries, aiming to break free from the colonial model of raw material extraction and re-importation of finished products. Key sectors include:
- Agri-food: With a growing population, the transformation of agricultural products represents an expanding market to ensure food self-sufficiency.
- Renewable energy: Africa has immense potential but receives only 2% of global investments in this sector. Annual investments of approximately $120 billion are expected until 2030 to meet the continent’s energy demand, with 50% allocated to renewable energy projects.
- Infrastructure and construction: Rapid urbanization and demographic growth are driving demand for infrastructure and housing, where Italian SMEs can offer advanced expertise.
- Healthcare: A significant challenge for many African countries, where even those with purchasing power struggle to find adequate solutions and are forced to travel abroad for medical care.
- Education and vocational training: There is a growing demand for professional and technical education in all sectors, creating vast opportunities for innovation and expansion.
- Tourism: Africa is a continent rich in diversity and unique cultural heritage. With 54 countries, each offering its own history, culture, and experiences, there is great potential to position African destinations in the global tourism market.
What role can Italy play with the Mattei Plan?
Italy enjoys a positive reputation in Africa. The Mattei Plan represents an opportunity to strengthen cooperation with the continent, leveraging African communities in Italy and Italian diasporas in Africa as natural bridges for economic and commercial relations.
For this reason, it is crucial to better integrate the over one million Africans living in Italy, as they serve as a gateway to understanding the continent and facilitating partnerships. Similarly, the Italian diaspora in Africa—about 71,000 individuals, including over 34,000 in South Africa, 6,800 in Tunisia, 5,800 in Morocco, 5,600 in Egypt, and smaller communities in Senegal, Kenya, and Ethiopia—can play a key role in fostering business connections.
What is the secret to successfully doing Business in Africa?
The key is the right approach: start small, study the markets carefully, understand cultural specificities, and build long-term relationships based on trust and mutual respect. It is essential to move beyond the paternalistic idea of “helping Africa” and instead focus on win-win partnerships with local entrepreneurs, prioritizing innovation and sustainability.
Easy Diplomacy: bridging cultures and international markets
Doing business with new cultures, including African ones, requires deep knowledge and intercultural sensitivity. Understanding a culture means directly engaging with its people, observing, and actively participating to appreciate traditions, values, and behaviors. Only through this direct immersion can one develop an authentic and respectful perspective.
Easy Diplomacy embraces this approach in every interaction, fostering constructive dialogue between cultures. In a rapidly changing world, we believe intercultural exchange is both a challenge and a great opportunity. Our goal is to build a future characterized by greater openness, inclusion, and international cooperation.
We achieve this through concrete projects, collaborations with the Diplomatic World, and strategic partnerships—such as the one with Martino Ghielmi and VadoinAfrica.com.
How we help companies succeed in international markets
Easy Diplomacy is the ideal partner for Italian businesses looking to expand successfully into international markets. We offer tailored Consultancy, intercultural support, and strategic institutional relations. The future of Italy-Africa relations depends on the ability to seize this great opportunity with vision and expertise.
Are you ready to transform your business and explore Africa with a fresh perspective? Contact us to discover how we can support your growth journey.
