Only 13% of Africans are aware of the African Continental Free Trade Area (AfCFTA), a flagship initiative for boosting intra-African commerce. This low awareness persists even as public support for free trade across the continent has surged to 62%.
The findings come from the 2026 African Insights flagship report by Afrobarometer, titled “Beyond Borders: Citizen Perspectives on a Shifting Global Order.” This report, based on surveys in 38 African countries during 2024/2025, highlights a significant paradox. While most Africans favour easier trade with other countries, they remain largely uninformed about the continent's most ambitious economic integration project.
This disconnect poses a challenge for Ghana and other African nations aiming to leverage the AfCFTA for economic growth. The agreement seeks to create a single market for goods and services, fostering industrialisation and regional value chains. However, limited public knowledge could hinder its effective implementation and broad-based benefits. Ghana, a key proponent and host of the AfCFTA Secretariat, shows only 17% citizen awareness, underscoring the depth of this issue.
The Afrobarometer report states, "Despite being one of the most ambitious economic-integration projects in history, the AfCFTA remains largely unknown to ordinary Africans." Awareness is notably higher among better-educated individuals and regular news consumers. This suggests a gap between high-level policy ambition and public engagement.
African governments must invest in targeted public education and communication strategies to bridge this awareness gap. They need to clearly explain how intra-African trade can lead to broader global economic competitiveness. Without a strong public mandate, the long-term sustainability and success of the AfCFTA could be compromised. This initiative is crucial for Ghana's economic future, as increased intra-African trade can diversify export markets and reduce reliance on traditional partners.
Support for free trade has seen a substantial increase, rising from 51% five years ago to 62% today. This indicates a positive public sentiment towards open markets. However, this general support does not automatically translate into understanding or backing for specific initiatives like AfCFTA. The report also notes that 66% of Africans prefer expanding global trading relationships over prioritising continental or subregional trade.
This preference for global trade suggests that communication efforts must frame AfCFTA as a stepping stone to global competitiveness. For Ghana, which has been actively promoting the AfCFTA, this report serves as a critical reminder. Effective public outreach is essential to ensure citizens understand the benefits and opportunities presented by the free trade area. Without this, the potential economic gains from reduced tariffs and streamlined trade processes may not be fully realised.
The AfCFTA aims to boost intra-African trade by 52.3% by eliminating tariffs on 90% of goods. This could significantly impact Ghana's economy, particularly its manufacturing and agricultural sectors. However, the lack of public awareness could impede businesses and individuals from fully participating in and benefiting from these opportunities. Governments must ensure that the public is well-informed to harness the full potential of this transformative agreement.