Catalonia strengthens business ties with Africa through executive program

This past week, Catalonia Trade & Investment, together with IESE Business School, welcomed 60 senior executives from Strathmore Business School (Kenya) and Lagos Business School, Pan-Atlantic University (Nigeria) as part of their Advanced Management Program (AMP). The initiative provided a unique opportunity to showcase Catalonia’s dynamic business ecosystem and explore new avenues for collaboration between Africa and Europe.

From our Nairobi office, led by Robert Bach, Director of Catalonia Trade & Investment in Nairobi, we support companies from Kenya, Tanzania, Ethiopia, and Uganda in setting up operations in Barcelona-Catalonia. At the same time, we assist Catalan companies exploring opportunities in African markets. The Nairobi office is a key bridge in fostering lasting partnerships and facilitating investment flows between the two regions.

“Barcelona can contribute with expertise in innovation, digitalization, and sustainability to establish long-term partnerships that meet Africa’s needs for growth and transformation”

Robert Bach, Director of Catalonia Trade & Investment in Nairobi.

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As Robert Bach explains: “There is still a certain degree of unfamiliarity beyond the tourist image and FC Barcelona. That is why it is key to position ourselves within the African business ecosystem as an economic and innovation hub.”

During the program, the executives engaged with Catalan business leaders, took part in networking sessions, and explored cooperation opportunities in innovation, internationalization, and technology. 

Company visits included AFR-IX telecom (a reference in connectivity with Africa), FICOSA (a global leader in automotive technology), and Salvi (pioneers in smart lighting and sustainable urban solutions).

The week concluded with a session on artificial intelligence, delivered by Carles Gómara, Senior Consultant in Open and Disruptive Innovation at Catalonia Trade & Investment, highlighting how advanced technologies can accelerate collaboration between Africa and Catalonia.

Looking ahead, Bach emphasizes the value of Barcelona-Catalonia as a trusted partner: "Barcelona can contribute with expertise in innovation, digitalization, and sustainability, and above all with Catalan companies willing to establish genuine, long-term partnerships that meet Africa’s real needs for growth and transformation."

This initiative is another step in building trust, collaboration, and shared growth between Catalonia and Africa.