For several years, the International Business, SME and Partnership Fair of Yaoundé, better known as Promote, has been presented as one of the largest economic events in Central Africa. Its stated objective is to encourage trade, attract investors, and enhance Cameroon’s economic visibility.
However, over the years, some voices have begun questioning the actual benefits of the event for the national economy. Business operators, entrepreneurs, and observers argue that the expected outcomes in terms of investment, job creation, and industrial development remain difficult to measure.
According to several private sector stakeholders, the significant financial resources mobilized to organize the fair should result in concrete projects, long-term partnerships, and a substantial increase in foreign direct investment. Yet, some claim that the visible effects on the ground remain limited despite the numerous editions that have been held.
Some investors have also pointed to what they describe as a lack of transparency regarding the assessment of the fair’s economic impact. They are calling for the regular publication of detailed reports showing the number of agreements signed, investments effectively realized, and jobs created following each edition.
The strongest critics go as far as arguing that the event consumes substantial public resources without generating results proportionate to expectations. These observers are calling on the relevant authorities to conduct an independent audit to evaluate the effectiveness of the fair and its true contribution to Cameroon’s economy.
For their part, the organizers of Promote regularly highlight the participation of thousands of national and international exhibitors, networking opportunities, and the visibility offered to Cameroonian businesses on both regional and international markets.
Amid this ongoing debate, many experts believe that a rigorous and transparent evaluation of the fair’s economic outcomes would help address investors’ concerns while strengthening the credibility of this major economic gathering.
At a time when Cameroon is seeking new drivers of economic growth, an important question remains: Is the Promote Trade Fair truly a catalyst for economic development, or should it be rethought to better meet the expectations of businesses and investors?
