The African Continental Free Trade Area (AfCFTA) is widely celebrated as one of the most ambitious economic integration projects ever undertaken on the continent.
It promises to unlock billions of dollars in trade, create jobs, boost industrialisation, and reduce Africa’s dependence on foreign markets. Yet a startling new report has revealed that the vast majority of Africans have never even heard of it.
The latest 2026 African Insights flagship report by Afrobarometer paints a striking picture of a continent that overwhelmingly supports free trade while remaining largely unaware of the very agreement designed to make that vision a reality.
The findings expose what experts describe as a major communication failure that could undermine one of Africa’s most transformative economic projects if governments fail to bring ordinary citizens into the conversation.
Only 13 Percent Know About AfCFTA
According to the report titled “Beyond Borders: Citizen Perspectives on a Shifting Global Order,” only 13 percent of Africans surveyed across 38 countries said they had heard of the AfCFTA.
The surveys were conducted during 2024 and 2025 using nationally representative samples, offering one of the most comprehensive snapshots of public opinion on the continent.
The figures reveal enormous differences between countries.
Guinea-Bissau recorded the highest awareness level at 27 percent, followed by Gabon with 26 percent and Cabo Verde at 24 percent. At the opposite end of the scale, awareness was almost non-existent in Mauritania at just 4 percent and Tunisia at 5 percent.
Perhaps even more surprising is Ghana’s performance.
Although Ghana was among the first countries to ratify the AfCFTA agreement and proudly hosts the AfCFTA Secretariat in Accra, only 17 percent of Ghanaians said they were aware of the agreement.
The findings suggest that the presence of continental institutions alone does not automatically translate into public understanding.
Africans Are Strongly Backing Free Trade
While awareness remains disappointingly low, support for free trade has reached its highest level since Afrobarometer began tracking the issue.
The report found that 62 percent of Africans believe governments should make it easier for their countries to trade with other nations in order to create economic opportunities.
Only 34 percent believe governments should restrict imports to protect local industries.
This represents a dramatic shift in public opinion over the past five years.
In the previous survey, only 51 percent supported making trade easier, showing that enthusiasm for open markets has grown significantly across the continent.
Support is strongest across Central Africa and West Africa, where 65 percent of respondents favour easier trade, closely followed by Southern Africa at 64 percent.
Individual countries also recorded remarkable levels of support.
Liberia topped the rankings with 86 percent support for easier trade, followed by Eswatini at 85 percent and Chad at 79 percent.
The results indicate that Africans increasingly see international commerce as a pathway to jobs, investment, and economic growth.
Africans Want Global Markets
Another notable finding from the report is that Africans are thinking beyond regional trade.
Rather than focusing exclusively on trade within Africa, many citizens want their governments to build commercial relationships across the world.
About 66 percent of respondents said governments should expand trade globally.
Only 20 percent preferred prioritising trade within Africa, while just 8 percent favoured concentrating on trade within their own subregions.
The results suggest that Africans are looking for broad economic opportunities instead of limiting themselves to regional markets.
For policymakers, this presents both an opportunity and a challenge.
While citizens clearly support trade, many may not yet understand how stronger intra-African commerce through the AfCFTA could strengthen Africa’s competitiveness in global markets.
Communication Gap Raises Serious Questions
One of the report’s strongest conclusions is that awareness of the AfCFTA remains concentrated among educated citizens and people who regularly consume news.
According to Afrobarometer, this points to a significant disconnect between high level policy discussions and the everyday lives of ordinary Africans.
The report warns that governments cannot simply assume citizens will automatically embrace the AfCFTA because they generally support trade.
Instead, public education campaigns must become a priority if the agreement is to achieve its full potential.
Citizens need to understand how reduced trade barriers, easier movement of goods, expanded business opportunities, and larger markets can directly improve livelihoods, create employment, and stimulate local industries.
Without that understanding, one of Africa’s biggest economic projects could struggle to build lasting public support.
Governments Face an Urgent Task
Afrobarometer says African governments should invest in targeted communication strategies that explain the practical benefits of the AfCFTA in clear and accessible language.
The organisation argues that citizens should see intra-African trade not as an alternative to global trade, but as a stepping stone toward stronger participation in the world economy.
Improved awareness could also encourage more small businesses, entrepreneurs, manufacturers, farmers, and exporters to take advantage of the opportunities created under the agreement.
As implementation of the AfCFTA continues across the continent, the report serves as a powerful reminder that successful economic integration depends not only on policies signed by leaders but also on citizens who understand and support them.
The future of Africa’s largest free trade agreement may therefore depend as much on public education as it does on political commitment.
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