Kenya Emerges Gateway to 350M Customers Worldwide

Kenya was strongly positioned as the gateway to a 350-million-person East and Central African market during the Kenya Trade and Investment Roadshow 2025, held from November 28. The event brought together over 300 CEOs, investors, and policymakers from 35 countries for three days of deal-focused engagement. Organized by Equity Bank Limited Holdings, the summit aimed to spotlight Kenya’s strategic role in unlocking regional opportunities under the theme “Unlocking East Africa: Kenya’s Role as the Engine of Regional Prosperity.”

Equity Group CEO Dr. James Mwangi urged global investors to view East Africa as a mature and scalable investment destination. He highlighted Kenya’s demographic advantage, noting that over 75% of the population is under 35 and digitally savvy, forming a strong consumer and talent base for the future. His call to action encouraged investors not to focus solely on Kenya’s domestic market but to leverage its central position within the East African Community, COMESA Secretariat, and African Continental Free Trade Area (AfCFTA) Secretariat. Dr. Mwangi emphasized that East Africa’s long-term growth trajectory and market readiness make it a powerful region for transformational investment.

The roadshow followed a successful mission in Rwanda where Kenyan businesses engaged with hundreds of continental investors, further building momentum for cross-border collaboration. In Nairobi, Dr. Mwangi urged delegates to move beyond exploratory conversations and pursue decisive, transactional engagements. He stressed that the summit was not a diplomatic event but a practical platform for making deals, building partnerships, and signing agreements. His message reinforced Equity Group’s commitment to championing regional economic integration and fostering corporate expansion across East and Central Africa.

Key global leaders echoed the significance of Kenya’s strategic position. Rt Hon Lord (Hugo) Swire, Deputy Chairman of the Commonwealth Enterprise and Investment Council, highlighted that trade within the 56-member Commonwealth is 19% cheaper compared to non-member trading. He praised Kenya’s dynamism and encouraged investors to explore opportunities within Commonwealth markets. Meanwhile, Aliou Maiga of the IFC – International Finance Corporation noted that Africa requires a generation of bold visionaries—leaders who can think big and execute effectively. He reaffirmed The World Bank Group’s role in building competitive and resilient economies across the continent.

Across the three-day summit, one message remained consistent: Kenya and its regional partners offer a powerful blend of market scale, youthful talent, stability, and innovation leadership. With Equity Group showcasing its financial muscle and continental footprint, investors were encouraged to anchor their long-term strategies in East Africa.