Suggest doing business in Africa, and people look bewildered. But Bicester-based Peter Wright, who has just joined Government export body UK Trade & Investment (UKTI) South East, believes business people ignore the continent at their peril.

The Government is urging businesses to export, and Mr Wright will provide specialist advice on markets in sub-Saharan Africa, from Angola to Zimbabwe.

He said: “We keep hearing about a global downturn, but it is actually a European and North American problem. Many countries in other parts of the world such as South America, sub-Saharan Africa and Asia, are growing rapidly and offering fantastic opportunities for UK business.

“The main opportunities come from the high growth of these markets, which have a rapidly expanding middle-class beginning to spend their increasing levels of disposable income.”

Latest statistics released by HMRC show that for the South East sales to Sub-Saharan Africa are at their highest-ever, reaching £2.2bn in 2012.

He said: “There are huge opportunities as infrastructure is developed in these regions, alongside aid-related opportunities.

“A lot of people are put off the sub-Saharan area because they think it will be too difficult and too unstable to conduct business there successfully. But with the right advice and local intelligence, it is a great market offering many opportunities.

“We need to become involved now because our international competitors are moving quickly to service the needs of these new markets.”

Mr Wright said exporting and exploring new countries can be highly enjoyable.

“I began working in Africa by accident, because client projects took me there. Then, like many other people, I began to fall in love with the continent – it is a wonderful place.

“The biggest mistake, however, is to think of Africa as a whole. There are different cultures and customs to be aware of in each country and you need specific business advice depending on where you are targeting,” Mr Wright explained.

“There are many innovative businesses in the South East with products and services that buyers across this continent are looking for. With effective planning and quality advice companies can mitigate risks and achieve their full potential trading.”