The African Business Aviation Association (AfBAA) has launched a groundbreaking research project aimed at improving understanding of business aviation across Africa. The research initiative marks a significant step towards providing reliable, data-driven insights into a sector that remains widely misunderstood despite its growing importance to the continent’s economy.
The multi-phase research programme has already commenced, with the first findings expected to be unveiled during the Aviation Africa event in Nairobi, Kenya, on 9-10 September 2026. The project seeks to create the most comprehensive picture of African business aviation ever assembled, helping stakeholders make informed decisions based on facts rather than perception.
Research to deliver data-driven industry insights
The research is being conducted by Seefeld Group, an independent behavioural economics and strategic marketing consultancy with extensive experience in aviation. Led by the company’s President, Charles Porteous, the study will gather and analyse data from across the continent to establish a unified understanding of business aviation operations and trends.
According to AfBAA, the research will provide valuable intelligence for members, support industry advocacy efforts, and help attract new stakeholders to the association. Furthermore, the findings are expected to clarify the true state of business aviation in Africa and address longstanding information gaps.
Speaking on the importance of the initiative, AfBAA Chairperson Dawit Lemma said the research is overdue and essential for industry growth.
“This type of research is long overdue for our members and those seeking to operate effectively in Africa. We anticipate that the data will provide foundations for smarter investment, create platforms from which to increase advocacy, enhance safety, and enable more resilient operations and business longevity.”
Lemma explained that the project will aggregate and analyse raw data to minimise bias and challenge misconceptions that have shaped industry narratives for years.
Research aims to challenge perceptions
The research will examine multiple aspects of business aviation activity across Africa. Rather than focusing solely on aircraft movements, the study will also assess how the sector contributes to economic development and supports connectivity across the continent.
According to Lemma, much of the existing information available today is fragmented, anecdotal, or based on assumptions rather than verified facts. Therefore, the new research is designed to provide a clearer and more balanced understanding of the industry’s true impact.
“The initiative will aggregate and analyze raw data to avoid bias and negative perception and will contest existing information that is often fragmented, nominally anecdotal, and frequently based on perception, not reality.”
He added that the study would explore aircraft utilisation patterns, operational activity, and economic contributions, providing members with practical information for future planning and investment decisions.
Meanwhile, AfBAA expressed confidence in Seefeld Group’s ability to deliver meaningful outcomes, citing the consultancy’s strong reputation and deep business aviation expertise.
The first phase of the research will adopt a data-first technical approach. It will include fleet analysis, economic assessments, maintenance evaluations, and a detailed review of media perceptions surrounding the industry.
In addition, the research will cover a broad spectrum of non-scheduled aviation activities. These include business jets, turboprops, helicopters, and unmanned aerial vehicles (UAVs), reflecting the diverse nature of AfBAA’s membership base.
Porteous said Africa remains one of the world’s most dynamic yet least understood business aviation markets.
“Africa represents one of the most dynamic yet least understood business aviation markets in the world. Seefeld Group is honoured to be selected to provide AfBAA, operators, and policymakers with credible, data-driven insight that supports better decision-making, stronger advocacy, and long-term sector growth.”
He noted that a deeper understanding of fleet composition, operational activity, and aircraft utilisation would support better policymaking and help strengthen the industry’s future.
Data collection, analysis, and knowledge sharing remain central to AfBAA’s long-term strategy. As the association continues to increase awareness of business aviation across Africa, the research initiative is expected to play a critical role in strengthening industry visibility, supporting advocacy efforts, and delivering greater value to members.
Ultimately, the project represents a major milestone for African business aviation. By replacing assumptions with evidence-based insights, the research could help shape investment decisions, improve operational resilience, enhance safety standards, and unlock new opportunities for growth throughout the continent.
