A common mistake first-time visitors make in African business markets is treating the continent as a single context. The professional cultures of Lagos, Accra, Nairobi, and Kigali differ as meaningfully as London, Stockholm, Milan, and Athens.
In Lagos, meetings rarely start on the dot — but relationship-building is taken very seriously. Allocate two or three exploratory conversations before any commercial discussion. Greetings are warm, often physical, and titles matter.
In Nairobi, the cadence is closer to the international norm — meetings start on time and move efficiently — but expect strong follow-up culture and clear documentation.
In Kigali, business is markedly Swiss in feel: punctual, well-prepared, document-driven. Greetings are formal. Gift-giving outside designated occasions is unusual.
In Accra, expect a balance of warmth and formality. Building a personal relationship matters, but Ghanaian counterparts often respect structure and process more than Lagos.
Across all four: do not commit publicly to a verbal "yes" without intending to follow through. Reputational cycles are short and connected.
Subscribe to The TTX Journal
Monthly travel intelligence, destination updates, and member-only offers.
