HomeFeatured NewsAziza Htira: Tunisia to receive major German donation to finance Africa’s market...

Aziza Htira: Tunisia to receive major German donation to finance Africa’s market conquest

Aziza Htira, CEO of the Export Promotion Center (CEPEX) said 2017 will be a decisive year because Tunisia will have the means to really capture the African market, which requires a large budget.

To achieve this, a donation will be granted within the framework of a Tunisian-German partnership.

In addition, efforts are currently being made with the French partners to organize the most important economic event in Tunisia on Africa: Africa 2017.

Mrs. Htira considers that the future of Tunisia is in the African continent, a very promising market, especially in this gloomy situation.

Interview:

Africa is the future of export, but we are lagging behind other countries, such as Turkey or Morocco. What do you think?

Everyone agrees that Africa constitutes for Tunisia a relay of growth impossible to circumvent to develop and diversify its exports, especially in the sector of the services. But the major handicap for the development of business in this continent remains the lack of means due to the deficiencies of the State.

Can you be more precise?

We cannot capture the African market unless we have the necessary resources. Indeed, CEPEX has neither the means nor the budget that would enable us to achieve this objective.

We actually have problems in funding the travel of our representatives. For example, an executive on mission in Africa has only $ 70. However, this does not allow him to meet his food needs. Worse, B2B meetings cost a lot of money for our consultants, not to mention renting an exhibition space.

But what to do?

To be able to work easily, there must be the means.

In this context, we can announce that we have the agreement for a donation from the German government to conquer this market. It is a significant amount that will enable CEPEX to achieve this goal, especially with the establishment of German chambers of commerce in several African regions.

What are your main targets?

We have not yet identified the markets, but we are in the process of doing it. As such, it can be noted that markets are being classified according to priorities.

One thing is certain: we will start in 2017, especially as we will have the necessary support and that budget, while organizing the meetings in order to promote trade between the Arab and African countries.

Does the will exist?

Certainly yes. We have the will, which in my opinion becomes a necessity to capture this market. It is for this reason that we must find the necessary means, especially because we no longer have the choice, since a large number of businessmen have expressed their will to prospect this market.

In addition to the means, what are the actions to be taken to strengthen Tunisia’s presence in Africa?

Initially, we should recall that Tunisia is turning more and more to Africa and this, following the need of strategic change. In recent years, there have been several businessmen missions to Africa, visits by members of government and African meetings.

This comes at an appropriate time when the government has decided to open two trade representations of CEPEX. This decision taken at a recent Cabinet meeting is motivated by Tunisia’s concern to boost economic diplomacy with African countries.

In the same context, we are currently working closely with the Department of Foreign Affairs and Trade to find five other destinations where we have to be established. The objective is to facilitate the task for businessmen and operators wanting to embark on the conquest of the African market.

In my opinion, 7 branches will certainly facilitate the task in Africa, especially since the political will exists and that it could even accompany the Tunisian delegation by giving more visibility to the mission.

So if we have the means and the will, 2017 will be the year when we can realize what has been achieved and overcome the blockade that has been encountered for many years in capturing the African market.

Will there be other initiatives in that direction?

Certainly yes, especially since we have received several offers. As such, it is possible to shed light on another action that is being taken with the French partner to organize the Africa 2017 meetings in Tunisia, considered the most important economic event on Africa that took place this Year in France.

It is a favorable opportunity to strengthen the partnership between Tunisian, African and French operators, while facilitating and diversifying exchanges and to generate industrial,

economic and technological cooperation through the transfer of know-how and the development of training.

Choosing to penetrate Africa with other European partner countries is an important step in building strong networks between African and European businessmen.

Does Tunisia have the assets to face the competition, knowing that the Chinese dragon is very offensive on the African continent in the sectors of energy and raw materials for its productive apparatus and to market its products?

Because of its geostrategic position, Tunisia is well placed to capture African markets, not forgetting the assets and products it has.

This is important, but provided we coordinate our efforts to penetrate the African market by ensuring better synchronization between the different actors, the chambers of commerce, the diplomats and the intervening structures.

To do this, a national strategy must be put in place in order to be able to work together.

An entirely different subject, Tunisia is multiplying efforts to organize the International Conference on Investment, scheduled for late November. How can you take advantage of it?

This essential event will be a good opportunity for Tunisia to restore its image abroad by presenting to donors the new laws and the new strengths of Tunisia, namely political stability, rejuvenation of the political class, improvements in security and adoption of the Investment Code.

This conference will also be an opportunity to show our capacity to boost the economy, especially as a five-year development plan “Tunisia 2020” will be presented to the international community to help private investors identify sectors and branches with high potential in each region of the country.

This is a great opportunity, especially since major figures have confirmed their participation in this conference, which will give confidence not only to Tunisian products but also to our economic operators.

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