Among the representatives of Spanish companies present in Morocco who participated in this Doing Business to tell their experience was inconvenient, a company specializing in engineering, design and manufacturing of material kits for wind industry. Its manager in Morocco, Juan Antonio Vidal, shared his reflections with Atalayar.
Morocco was the guest country of honor at IMEX Madrid 2025, where it celebrated its Doing Business in which you participated as in previous editions. What can you tell us about these events intended to promote trade relations between Spain and Morocco?
I had the pleasure of participating in a previous event in Valence and it is very important for me to be able to show in Spain the possibilities, the risks and the opportunities offered by Morocco, because we are not only talking about positive aspects, but also risks linked to the launch of an industrial activity, in this case in Tangier, in the north of the country.
You have been working for five years already in Morocco, in a sector as strategic as that of renewable energies. What is your experience since your arrival there and how have things changed so far? How did it go?
When we are presented as an example of success, we always like to emphasize that we rather consider ourselves as an example of survival, because since we made the decision, in full pandemic, to internationalize in Morocco, we have gone through a post-pandemic period, a pandemic and a geopolitical crisis at certain times, with border tensions between Spain and Morocco. We have experienced international logistics problems that caused us real headaches and highlighted the professionalism of our employees. We have even undergone floods and earthquakes. After this experience, we have acquired an experience that allows us to envisage a very promising future. During these two years, if I had to boast of one thing, it would be the discovery that Morocco represents for us with its pool of talents, that is to say the human resources available to the country, which we can use as a tool, the main tool that any business can have. The talent available to Morocco has undoubtedly been a great discovery.
Have you found tax, bureaucratic or other facilities during the creation of the company?
It is certain that industrial acceleration zones have played an essential role in this process. It is true that we have an administration in Morocco (and I say “we have” because after five years spent there, it is the word that comes to me) as the regional investment center or the support of the chambers of commerce, which give you viability and visibility on the management to be taken and try to advise you on the one to avoid. Because often, in investments, in industrial developments, you have to pay more attention to what should not be done than what to do.
What is the importance of your infrastructure network, such as wearing Tangier Med, high -speed lines, highways, to attract investments to Morocco?
We are talking about a country that is growing 8 % per year. Tangier Med, as a port, continues to grow, but they also bet on a new port in Nador, which is also very interesting for Europe because of its very important connection in this area closer to Melilla. We want Morocco’s bet on industry to be considered in the years to come not as a risk for Europe, but as an opportunity.
And since your success or survival position, as you prefer, what would you recommend to Spanish companies that plan to set up in northern Morocco?
First of all, the word that always comes to mind when I hear this question is “commitment”. You need a committed management, a management that is constantly present on site. Yesterday, a Spanish consultant who works with companies in progress said to me: “Juan, I say to all my clients that you may have to make a big effort, get involved a lot”. Second, adaptation, but I think it is something that is essential in any internationalization process for all businesses. You have to know how to adapt to the socio -cultural space in which we evolve, you have to know how to choose very good partners, suppliers, services that must be by your side … in order to minimize the risks as much as possible.
