WTO Chair and Trade Research Advisory Conference: Empowering Trade Promotion in an Era of Rising Trade Protectionism
The 2026 User Group Conference, hosted by the North-West University (NWU) WTO Chair in collaboration with Trade Research Advisory, convened approximately 50 delegates from academia, government, and the private sector on 12 March 2026 at the Definitive Conferencing Building, Johannesburg, South Africa.
The event, themed “Empowering Trade Promotion in an Era of Rising Protectionism,” explored how rising protectionism, geopolitical uncertainty, and shifting global trade dynamics are reshaping the role of Trade and Investment Promotion Agencies (TIPAs) and exporters across Africa.
Amid global trade turbulence, delegates examined how TIPAs must evolve beyond traditional promotion to become strategic navigators, helping domestic firms anticipate disruptions, respond to rapid tariff changes, and capitalise on emerging South–South and regional trade opportunities. Central to the discussions was Advanced Export Intelligence, a forward-looking, data-driven approach enabling agencies to align national economic strategies with global market developments.
Dr Adelia Janse Van Rensburg provided a detailed overview of the World Trade Organization (WTO), South Africa’s position within the multilateral trading system, and the mandate of the WTO Chair at NWU. She highlighted the influence of geopolitical and geoeconomic uncertainty on trade flows and explained how TIPAs and exporters can respond strategically to global developments while advising government policymakers.
Dr Martin Cameron provided an in-depth analysis of global trade turbulence and its implications for African economies. He emphasised that the rapid evolution of tariff regimes, supply chain fragmentation, and shifting South–South trade flows require TIPAs to rethink their strategic approach. By integrating strategic market intelligence into national trade promotion strategies, TIPAs can proactively identify viable export opportunities, prioritise sectors with high growth potential, and advise firms on navigating complex regional markets. Martin illustrated how the combination of empirical trade data, scenario modelling, and strategic decision support can help agencies and exporters transform global uncertainty into actionable, evidence-based opportunities. His presentation also highlighted the critical role of TIPAs in helping governments and firms translate continental integration ambitions into measurable economic outcomes, particularly through targeted interventions in infrastructure, logistics, and export diversification.
The conference also celebrated the launch of the book Increasing Intra-African Trade – Can the African Continental Free Trade Area Be the Game Changer?, edited by Wilma Viviers, Martin Cameron, and Leila Baghdadi. The book was officially launched by former WTO Chair Prof Wilma Viviers, who also provided a detailed overview of the publication, highlighting its methodology, key insights, and relevance for African trade promotion. The volume, a culmination of ongoing TRADE research, translates the AfCFTA’s ambitions into actionable trade opportunities. Using the TRADE-DSM Decision Support Model and product space methodology, the book presents case studies from Rwanda, South Africa, Tunisia, and the Economic Community of Central African States, illustrating strategies to overcome structural barriers such as infrastructure gaps, high logistics costs, and limited productive capacity.
Additional sessions explored container trade trends, digital and energy sovereignty, and geopolitical risk management, featuring insights from Prof Wim Naudé, Ms Claire Thackeray and Dr Gustav Brink. The conference concluded with an interactive Q&A session, where delegates engaged on topics including AI, trade servicification, cryptocurrencies, global energy disruptions, and evolving international trade law.
The conference was also attended by new friends and longstanding collaborators of the WTO Chair, including Dr Jeanette Visagie, Prof Lorainne Ferreira, Ali Parry and Marie-Luce Khun. Their participation underscored the Chair’s broad network and the continuing relevance of NWU’s research and advisory role in international trade discussions.
Overall, the 2026 User Group Conference provided a platform for knowledge exchange, networking, and policy-oriented dialogue, demonstrating the WTO Chair at NWU’s continuing impact in advising and informing trade promotion strategies. By combining rigorous research, practical guidance, and strategic insight, the event highlighted how South Africa and African economies can navigate the modern protectionist-era trade environment while advancing regional economic integration.
The programme of the conference is attached.
