Purpose: The main aim of this study was to explore the factors that contribute to the attractiveness of Africa in developed countries. Research design: In this study, a qualitative research design was used by involving interviews and focus group discussions to gain an in-depth understanding of the reasons that make Africa attractive to developed countries. Methodology: Data sources: The sources of data for this study were both primary and secondary data. Primary data was collected by using open-ended interviews and focus group discussions. Sources of data Target population: The target population for this study was individuals and organizations from developed countries who have expressed an interest in Africa as a destination for investment or business. Sampling techniques: Purposive sampling was used to identify five African countries, organizations, and four developed countries that invested in Africa based on foreign direct investment capital. Individuals from those organizations were also selected using quota sampling. Established specific criteria to ensure that the sample represents different demographics like age groups, professional backgrounds, geographical locations, and experiences. Sample size: The concept of data saturation was used to determine the sample size. Data saturation played a crucial role in guiding the inclusion of participants in the study. As data collection and analysis progressed, the researcher continuously assessed the data to identify when saturation was approaching. Analytical techniques: The data collected were analyzed using thematic analysis to identify key themes and patterns related to the factors that contribute to Africa’s attractiveness and the challenges faced by developed countries when doing business or investing in Africa. Findings: This study indicated that natural resources, market potential, and cultural richness were the main factors that individuals and organizations from developed countries prefer Africa as a destination for business and investment. There were challenges identified by participants of this study including political instability, corruption, inadequate infrastructure, and bureaucratic hurdles. Ethical considerations: Obtained informed consent from participants before conducting interviews and focus groups. Protected participants' confidentiality and anonymity by removing identifiable information during data analysis and reporting. Followed ethical guidelines and regulations to ensure the well-being and rights of participants throughout the research process.

Keywords: Investment, Business Partnerships, Trade, Qualitative research, Thematic analysis, Natural resources, Sustainable Partnerships, Governance, Poverty