Across the Gulf: Batswana in Nigeria
What It Takes to Do Business in Africa’s Largest MarketIn the textured corridors of continental trade and soft diplomacy, one relationship has remained quietly under-explored over the years: Botswana and Nigeria. Separated by over 4,000 kilometres and differing in tempo, scale, and historical posture. The two nations may not seem like natural business partners. But for a growing number of Batswana entrepreneurs, Nigeria represents both a challenge and a revelation. Both nations have recently awoken to the possibilities for connection.

Why Nigeria?

The rationale is clear, even if the path is not: Nigeria’s population exceeds 220 million, it is Africa’s largest GDP market, and its business ecosystem rewards speed, resilience, and local fluency. It has a large number of affluent travelers to pristine, high value destinations across the globe, and Botswana’s Okavango Delta is a destination recently discovered and waiting to be amplified for this vibrant market.

Q&A: Her Excellency Philda Nani Kereng

On Opportunity, Perception, and Playing a Bigger Continental Game

• BOLDEN: What makes Nigeria a market worth engaging for Batswana entrepreneurs?

AMBASSADOR: Nigeria is not just Africa’s largest economy — it is a culture of possibility. The energy here is unmatched. It rewards boldness and speed. For Botswana, this market forces us to level up our ambition, break out of Botswana boundaries, adapt, scale, and listen differently and test our potential. That is a good challenge.

• BOLDEN: Where should a Motswana entrepreneur begin if they are considering entry into Nigeria?

AMBASSADOR: Start with presence: not paperwork. Come here. Observe how decisions are made, who the real influencers are and, and how the rhythm of business unfolds. Then establish a connection, relationships are currency. You cannot Zoom your way into the Nigerian economy. Get in touch with the High Commission for leads and critical advice

• BOLDEN: What sectors offer the most opportunity for cross-border collaboration?

AMBASSADOR: Botswana has strengths in education services, livestock development and beef export, governance and financial regulation, arts and culture and health logistics. These align well with Nigerian needs. Nigeria offers a large and ready market for Botswana crafts and a zeal for cultural exchanges and training in art and crafts. Our storytellers, architects, artisans and content creators have space to play here and a lot to learn about how to grow their talent for the global market. The Nigerian film industry is second to Hollywood and ready for partnerships with Botswana creatives on co-production of films, film production master classes and establishment of film academy in Botswana. Batswana have talent that can be turned into sustainable businesses in the filming value chains thereby creating jobs and improving livelihoods. Learning from Nigeria will help Batswana adopt a renewed entrepreneurial mindset, independence and a zeal to break out into the global market.

• BOLDEN: What is the greatest cultural or business misstep you see?

AMBASSADOR: Underestimating the informal layer. Many formal entrepreneurs fail because they try to apply rigid models. In Nigeria, formality and informality co-exist, and both are valid. The entrepreneur who respects that duality wins. Over-dependence on government for every level and package of support has had its negative impact on our entrepreneurs’ capacity to strive to sustain businesses. Nigerian entrepreneurs on the flip side are more self-driven, have global trade mentality and zeal for growth and drive their business with little or no government support. Generally, Batswana are uncertain about Nigeria and dealing with Nigeria, due to widespread fears about security, trust, corruption etc. Cultivating a positive mindset about Nigeria should be a cross-cutting endeavor in establishing collaborations. Telling the stories of successful businesses in Nigeria by Batswana like Mpho Laing who has lived and has been doing business in Nigeria for over a decade can give an assurance on the security of living, working, and doing business in Nigeria.

• BOLDEN: How is the High Commission supporting Batswana entrepreneurs here?

AMBASSADOR: We act as connectors and facilitators. We identify critical partners and business opportunities and promote Botswana products, culture, and investment opportunities which we share through various exhibitions, conferences, media, and other events. So far, we have identified markets for Botswana beef products, arts and crafts and are working with Arts and Culture department to secure space at local galleries and cultural events for Botswana arts and crafts. We help with introductions, context, and clearing misperceptions. But we also urge readiness and boldness. This market will stretch your patience, challenge your assumptions, and grow your courage, and you will thrive if you let it.

• BOLDEN: One piece of advice?

AMBASSADOR: Come with humility. Be open, visit and explore, look and learn, grab and opportunity, connect and let us help you process it through due diligence checks. Stay long enough to be local. And remember: the real partnership is built after the second meeting, not the first. Check in at the High Commission and let us engage.

Lessons From the Ground

Entrepreneurs interviewed for this feature point to several consistent lessons:

• Decentralise your business model. Lagos is loud, but Abuja, Ibadan, and Port Harcourt are often more navigable for newcomers.
• Speak the language of relationship before ROI. It is not about ‘pitching’, it is about ‘showing up.’
• Hire a trusted local. Not for optics, but for nuance.
• Be ready to revise your pricing, your product and even your pitch.

Entrepreneur Perspectives

“In Botswana, we prepare. In Nigeria, we act. That taught me to combine both.”
“I spent the first month just meeting people. By the second month, I realised that was the real work.”
“If you win trust here, everything else becomes negotiable.”

A New Era of Pan-African Business

This is not just a feature about Botswana going to Nigeria. It is about a new posture for Botswana, one that sees Africa as a viable growth path, not just a philosophical identity.

“The continent is open. The question is: are we?”