New Strategy for Advancing Moroccan Handicrafts and Enhancing Their Presence in International Markets
State Secretary for Handicrafts, Lahcen Saidi, announced a series of strategic measures aimed at boosting the competitiveness of artisans and expanding the presence of Moroccan products in national and international markets. He emphasized that 2025 will mark a pivotal stage in the modernization and internationalization of the sector.
During a session at the House of Councillors, Saidi clarified that the ministry signed three key agreements this year designed to establish a sustainable dynamic in craft exports. He noted that these steps are based on the positive performance recorded during the first nine months of 2025, where the value of handicrafts exports reached 903 million dirhams, representing an 11% increase compared to the same period last year.
These initiatives include the “Foreign Trade Charter” for the period 2025-2027, which was signed on May 28, and aligns with the objectives of the government program for 2021-2026. The charter aims to support the economic fabric and enhance the global presence of the “Made in Morocco” brand. For the first time, it allows small businesses access to export support programs by lowering the required minimum turnover from 2 million dirhams to 1 million. It also introduces a public insurance mechanism to cover export risks and intensifies promotional efforts in promising markets.
Saidi also mentioned the signing of a partnership agreement on April 17, 2025, to develop handicrafts exports internationally, including accompanying businesses and craft cooperatives in their digital transformation, using artificial intelligence tools in marketing, and creating online platforms to promote Moroccan products on major e-commerce sites.
Additionally, a second memorandum of understanding was signed on May 7, 2025, to establish a digital platform for marketing handicraft products nationally and internationally, in partnership with the State Secretary, the “Dar Sanaa” Foundation, the Credit Agricole Group, and Mastercard. This initiative aims to provide suitable digital payment solutions for artisans and enhance their integration into the digital economy.
The government official confirmed that these initiatives are part of an ongoing search for new ways to strengthen the presence of Moroccan products abroad, after handicrafts exports reached approximately 1.11 billion dirhams in 2024. Pottery tops the list of exported products at 36%, followed by carpets at 20%, and traditional clothing at 13%. The United States leads the importing markets at 44%, followed by France at 14%, and Spain at 7%.
Saidi explained that these efforts fall within a comprehensive approach aimed at valuing artisans’ products across various stages of the value chain, noting that the production and marketing infrastructure currently includes more than 140 existing facilities and 50 others under construction, with a focus on supporting women artisans in rural areas through the “Dour Assani” program, which encompasses over 110 institutions.
He also revealed three structured programs for supporting stakeholders: the support program for cooperatives (84 beneficiaries), the export support program (40 beneficiaries), and the excellence program specifically for the carpet, pottery, and ceramics sectors (55 beneficiaries). Furthermore, the State Secretary is developing a strategic monitoring system that has produced 30 analytical reports so far, along with an interactive map featuring 228 international trade events across 34 markets.
Saidi highlighted the organization of 70 national exhibitions in 2024 with the participation of more than 7,000 exhibitors, and 10 international exhibitions attended by about 250 exhibitors. There are also partnerships with global brands such as Galeries Lafayette in France and El Corte Inglés in Portugal, as well as professional meetings and visits from international designers to explore Moroccan skills.
In conclusion, Saidi stated that the new strategy places significant emphasis on e-marketing through platforms like Anou, along with training sessions and digital promotion of the Moroccan brand. He noted a remarkable increase in online sales, with a 91% satisfaction rate among consumers based on analysis of over 4,400 reviews on global e-commerce platforms.
