GITEX Africa 2026: Morocco Announces Digitalization Program to Boost Handicrafts Sector

Rabat – Morocco’s Secretariat of State in charge of Handicrafts announced the launch of a digitalization, training, and support program for artisans during GITEX Africa Morocco, taking place in Marrakech from April 7-9.

The secretariat launched the initiative during the ongoing GITEX Africa 2026 as part of a roadmap to promote the sector and strengthen its competitiveness.

The initiative is part of the implementation of a memorandum of understanding (MoU) signed with Mastercard, the Groupe Banque Centrale Populaire, and M2T in May last year.

The goal is to accelerate the digitalization of the handicrafts sector, with an integrated offer seeking to ensure a comprehensive operational framework to facilitate professionals’ adoption of digital tools.

This includes innovative electronic payment solutions enabling payments to be made via smartphone.

Secretary of State in charge of Handicrafts, Lahcen Essaadi, said the digitalization of the sector is a strategic choice, serving as a lever to reinforce its competitiveness in a context marked by rapid digital expansion.

“The adoption of digital solutions, especially in the field of electronic payments, is also likely to enhance artisans’ financial inclusion by facilitating their access to financial services that are tailored to the specific nature of their activities,” Essadi said.

Director General of the Maison de l’Artisan Tarik Sadik said the efforts seek to accelerate the sector’s digitalization, supporting artisans in their transition toward new marketing channels.

M2T’s Omar El Mghari Idrissi echoed the same sentiment, acknowledging that the digitalization of the sector requires developing digital solutions adapted not only to Morocco and foreign customers but also to artisans.

The Secretary General of the Fondation Création d’Entreprises du Groupe Banque Centrale Populaire, Hassan Charaf, pledged the foundation’s efforts in providing artisans with physical and digital support through coaching and helping them develop a suitable business model.

In March, the government said the sector reached a milestone last year, with exports climbing to $130 million.

This number compares with  $84.13 million recorded last year.

The US is the largest buyer of Morocco’s artisan products, importing nearly half of all exports at 49%, followed by France.

The sector provides jobs for 20% of active workers, with women representing 54% of artisans.

This year’s edition of GITEX Africa Morocco is bringing togehter over 1,400 exhibitors, and is expecting to gather over 50,000 attendees around different themes.

 

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