Franchise Exhibition Morocco 2026: A Milestone for Economic Growth
The upcoming Franchise Exhibition Morocco 2026, scheduled to take place from April 15 to 17 at the International Exhibition Center in Casablanca, is set to reinforce Morocco's position as a leading African hub for franchising. This crucial event is positioned against a backdrop of significant economic openness, digital transformation, and preparations for major international events. With over 120 exhibitors, including approximately 30% representing new brands, the exhibition will also feature the United Arab Emirates as the guest of honor, further highlighting Morocco's attractiveness as a regional platform for franchise development and investment in Africa.
In a video address for the event, Ryad Mezzour, the Minister of Industry and Trade, emphasized the profound evolution the franchising sector has undergone in Morocco over the past decades. He noted a remarkable increase from around 40 franchise networks in 1997 to more than 720 today, resulting in nearly 5,000 retail outlets across the kingdom. This impressive growth is attributed to an appealing business environment, bolstered by economic liberalization policies and free trade agreements that grant Morocco access to a global market of over 3 billion consumers.
Strategic Transformation and Future Aspirations
Minister Mezzour also pointed to Morocco's strategic transformation phase, particularly in preparation for the 2030 World Cup, which aims to serve as an economic growth engine. He highlighted advancements in infrastructure and industrial competitiveness, noting that industrial exports have surpassed 400 billion dirhams. To elevate the economy towards a high-value-added level, he underscored the need to enhance innovative capabilities and develop robust national brands, asserting that the franchise system is a structural lever for promoting the "Made in Morocco" brand globally.
In this context, Mezzour expressed aspirations to cultivate Moroccan brands that can establish their presence internationally, urging stakeholders to engage in developing networks, innovating, and exporting national craftsmanship and expertise. The Ministry of Industry and Trade has initiated a dedicated program aimed at internationalizing businesses to diversify exports and access new markets.
Mohamed Fenn, President of the Moroccan Franchise Federation, emphasized that the event aims to unify all stakeholders within the ecosystem, including institutions, entrepreneurs, and service providers, to sustainably structure the sector. He pointed out that building a successful ecosystem relies on collective mobilization, underscoring the pivotal role of various actors in developing the franchising system in Morocco.
Furthermore, Fenn noted that the national economic fabric comprises nearly 800,000 companies operating in trade, services, and traditional industries, urging a shift in the current model towards establishing strong brands. He stated that the challenge lies in promoting robust brands capable of supporting the kingdom's economic ambitions, recognizing that franchising serves as a strategic lever for structuring this dynamic and encouraging entrepreneurs to adopt organized models with high added value.
Concerning this year's exhibition, Fenn mentioned that approximately 120 exhibitors will participate, with about 30% being new brands, including those from the "Made in Morocco" initiative, alongside international brands interested in investing in the national market. He praised the support from public authorities in developing this exhibition while reiterating the ambition to elevate the event to enhance the international visibility of Moroccan brands.
As reported by maroc.ma.
