On 15–16 April 2026, the second EU–EAC Trade Promotion Organisation (TPO) Masterclass took place in Dar es Salaam, Tanzania, bringing together 18 participants from across the East African Community (EAC). The event marked an important step in strengthening collaboration and capacity among TPOs, building on momentum generated earlier in the year.
The Masterclass followed a planning meeting held in Brussels in February 2026 with Trade Promotion Europe (TPE), the pan-European association of European TPOs. In partnership with TPE, the initiative continues to support the consolidation of the EAC TPO Working Group by fostering peer learning, skills development, and institutional exchange.
A platform for exchange and collaboration
The first morning of the Masterclass was dedicated to networking with European TPO representatives and economic counsellors based in Dar es Salaam and Nairobi. Representatives from the Netherlands, Denmark, the United Kingdom, Finland, ACCIO, and Business France contributed to these exchanges, strengthening links between European and East African institutions.
The session opened with remarks and presentations from key stakeholders, including the EAC Secretariat, the European Union Delegation, the East African Business Council, and the European Business Group in Tanzania, setting the stage for two days of focused discussions.
Sharing challenges and good practices
Each participating EAC TPO delivered a presentation outlining:
- Key strategic challenges they face, both internally and externally;
- Services, schemes, and programmes they consider to be good practices;
- Specific issues for which they sought advice from peers.
These contributions led to dynamic exchanges, encouraging practical problem-solving and mutual learning.
Key strengths of the Masterclass
Participant feedback highlighted three main strengths:
- Digitalisation, including digital trade, AI, and digital tools;
- Peer exchange, particularly speed networking and experience sharing;
- Practical focus, with topics such as market segmentation and service design.
Driving change in TPO performance
Participants identified three priority areas for improving operational and managerial performance:
- Digital transformation Advancing digitalisation through CRM systems, AI tools, and improved internal processes, alongside requests for support in implementation.
- Service redesign and client segmentation Better aligning services with SME needs through refined segmentation and more tailored support.
- Enhanced support for SME exports Improving market access, strengthening market intelligence (including ITC tools), increasing focus on trade in services, and enhancing impact measurement.
