Dr. Martin Cameron contributes to South Africa’s New Export Diversification or “Butterfly Strategy”

Dr. Martin Cameron (established member of the WTO-WCP team at NWU) and Managing Director of Trade Research Advisory, contributed to South Africa’s New Export Diversification or “Butterfly Strategy” in 2025. This new strategy will position South Africa to spread its trade wings across multiple global markets amid rising protectionism and shifting economic power. Dr. Cameron participated in a panel discussion presenting the detailed market opportunity analysis underpinning the new approach. His work involved an in-depth analysis of South Africa’s export potential, identifying sectors of comparative advantage and strategic opportunities to guide the development of a new national export strategy.

The strategy was officially unveiled on 14 October 2025 at the South African Export Symposium. Beyond Africa, the Butterfly Strategy maps out five key wings of expansion:
• BRICS+ and emerging markets such as Brazil, India, China, and Saudi Arabia, offering vast consumer bases and
growing middle classes.
• ASEAN economies like Indonesia, Vietnam, and Thailand — young, dynamic, and rapidly industrialising.
• The Gulf States, including the UAE and Qatar, with wealthy, sophisticated consumers seeking reliable suppliers.
• Traditional European partners, where South Africa retains strong ties through existing trade agreements.
• Latin America, described as an “often-overlooked” region with shared developmental challenges and opportunities.