15 June 2026/Kigali, Rwanda – The African Business Aviation Association, AfBAA, has announced the launch of a landmark research project that aims to advance the understanding, perception, and knowledge of the sector across the African continent. The first phase of the multi-phase initiative has already begun, with the initial results anticipated to be presented at the Aviation Africa event in Nairobi, Kenya, on 9-10 September 2026.
The research, conducted by independent behavioral economics and strategic marketing research consultancy Seefeld Group, is designed to deliver the most comprehensive, data-driven view of business aviation across the continent to date. Under the guidance of Charles Porteous, the company’s President, the much-needed study aims to gather a unified dataset that will subsequently be used by the Association to better understand business aviation in Africa, provide valuable information for AfBAA members, and attract new members to the organization. The research, initiated by the current AfBAA executive, will ultimately clarify the state of the industry in contemporary Africa.
“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,” says Dawit Lemma, Chairperson AfBAA.
“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. The holistic approach will look not just at which types of aircraft are flying which routes, but also at what they are doing and how business aviation activity affects economies. This is the type of information members can use to make informed decisions about future operational activity. We’re extremely pleased to be working with Seefeld Group, which is renowned for its professionalism, business aviation heritage, and insightful analysis, and are excited that our members will have access to this invaluable, rich resource.”
The first phase, an iterative, data-first technical approach, will comprise fleet, economic, and maintenance analyses, as well as a comprehensive review of media perceptions of the industry. The research will encompass non-scheduled aviation activity, including business jets, turboprops, and helicopters, as well as UAVs, reflecting the broad scope of the AfBAA membership.
Porteous adds, “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 through a deeper understanding of fleet composition, operational activity, and how business aviation is utilized across the continent.”
Data sourcing, analysis, and provision are key focuses for AfBAA as it continues to raise the visibility of business aviation in Africa, deliver even greater value to existing and new members, and engage with influential industry organizations across the globe as Lemma and his team deliver on their commitment to strengthen business aviation across Africa.
About AfBAA
The African Business Aviation Association, launched in May 2012, is the continent’s only leading non-profit industry body dedicated to representing the interests of Africa’s aircraft owners, operators, and suppliers to the Business Aviation community in a single voice. AfBAA’s primary objective is to promote understanding of and the benefits of business aviation for the continent’s economic development and prosperity through advocacy. As an active, well-funded, professionally run organization, AfBAA is committed to increasing membership, raising awareness of the Association internally and externally in Africa, and supporting all entities involved in business aviation in Africa.
The current executive, led by Chair Dawit Lemma, and Vice Chair, Craig Middleton, works with the AfBAA board to expand and strengthen membership numbers, establish and maintain good governance, extend international outreach, expand the remit of the Association and raise profile and visibility globally.
About Seefeld Group
Seefeld Group is an independent marketing research, strategy, and behavioural economics consultancy serving the global business aviation industry and other specialized B2B and consumer sectors. Founded in 2006, the company provides qualitative and quantitative research, stakeholder insight, and strategic advisory services to help organizations better understand customer behaviour, market trends, brand perception, and growth opportunities.
Led by President and Founder Charles Porteous, Seefeld Group conducts research assignments worldwide for leading aircraft manufacturers, aerospace suppliers, operators, financial institutions, industry associations, and service providers. The company is recognized for delivering objective, data-driven insight through executive interviews, stakeholder surveys, behavioural analysis, and market intelligence, including its widely recognized Buyer Expectations (“BuyerX”) survey initiative focused on business aircraft acquisition trends and buyer needs.
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