Samira Sitit, accompanied by the director of the Maison de l’Artisan, Tarik Sadik, the director of the Paris fair, Steven Abajol, as well as the respective presidents of the craft chambers of the Dakhla-Ouedhab regions, Guelmim-Oued Noun and Laâyoune-Sakia El Hamra, Sidati Chaggaf, Farji Fakhri and Mustapha and Mustapha Benlimam, cut the ribbon symbolizing the official inauguration of the Moroccan pavilion.
“It is one of the most beautiful pavilions, if not the most beautiful today in this fair,” said in a declaration to the Map Ms. Sitail, which made a tour of the national pavilion, taking the time to discover its different spaces and to exchange with the exhibitors.
Morocco, she pointed out, is “one of the few countries in the world to have such a rich and diversified heritage, whether it be local products, crafts, or its history and the multiple influences that have shaped it”. She notably cited the Berber carpets, exposed in unique pieces, which highlight “the work of women, now fully valued through the various stands making up the national pavilion”.
She also praised “the festive atmosphere” which reigns around the Moroccan pavilion, believing that it reflects not only the “substantial” enhancement of Franco-Moroccan relations in recent months, but also “the singular place occupied by Morocco in the hearts of the French”.
“In 2024, the French were the first contingent of foreign tourists in Morocco,” she said, stressing that the kingdom became “the first tourist destination in Africa”.
This dynamism is the fruit of a set of factors, including architecture, geography, diversity, plurality, tolerance and the opening of the country, but also its history and ancestral heritage, she continued.
From the art of the caftan to the work of the Zellige, including the exploitation of the argan tree “unique in the world” and the crafts of raffia imported from Madagascar but transformed exclusively in Morocco, “each product embodies an inimitable know-how, rooted in the cultural and historical DNA of the kingdom,” she said.
And to recall that the organizers of the Paris Fair are expecting a record crowd this year, up to 500,000 visitors, saying that they are convinced that “the Morocco pavilion will be one of the most visited in this edition, the longest of the year at the Porte de Versailles, with twelve days of exhibition”.
For his part, Mr. Sadik was delighted with the Moroccan participation in this centenary event. “We are pleased to be present here at the Paris Fair, an event organized for over a hundred years,” he said.
He said that the participation of the Maison de l’Artisan is part of the efforts made by the State Secretariat for Crafts and the Social and Solidarity Economy, aimed at promoting the sector on a global scale.
“Moroccan craftsmanship has increasingly assertive recognition, and our craftsmen have much sought-after know-how,” he said.
“Through this showcase, we also promote the image of Morocco and the dynamics that the Kingdom knows under the enlightened leadership of His Majesty King Mohammed VI,” he added.
Mr. Sadik also specified that this edition of the Paris Fair allows the participation of 29 exhibitors representing different regions of Morocco, with a wide variety of craft trades.
For its part, the director of preserving the heritage of innovation and promotion at the Ministry of Tourism, Crafts and Social and Solidarity Economy, Moha Er-Rich, indicated that this edition of the Paris Fair “allows to highlight the national heritage on French soil”.
This participation, he said, aims above all to “promote our handicrafts and make Morocco shine through its material and intangible heritage”.
And to specify that this Moroccan presence is organized “through the Maison de l’Artisan, which constitutes the spearhead of the State Secretariat for Crafts and Social and Solidarity Economy for the Promotion of Moroccan Crafts to the International”.
Mr. Chaggaf, also president of the federation of craft chambers, expressed “his great joy and pride” to participate in this major international show, which he described as a “reference platform for the exchange of experiences and the exploration of new perspectives in the fields of industry and innovation”.
The Moroccan presence, he underlined, does not only aim to highlight the advances carried out in the field of crafts, but also to assert the constant commitment of the kingdom in the global dynamics oriented towards digital transformation, sustainability and innovation in this sector in particular.
Thanks to the enlightened vision of His Majesty King Mohammed VI, Morocco constitutes today, “a point of convergence between deeply rooted craft traditions and promising ambitions turned to the future,” said Chaggaf.
“We are convinced that the future of crafts is being built on cooperation, openness and sharing of knowledge,” he added.
For this edition of the Paris Fair, Morocco participates through an area with an area of 375 m² welcoming around twenty exhibitors, as well as a concept store, representing different craft channels, namely: carpet, weaving, household linen, leather, clothing, dinantry, jewelry, cosmetic products, decoration, tuya wood articles, The opportunity to discover the richness and diversity of Moroccan artisanal know-how.
As part of this participation, a rich and varied animation program is planned, highlighting the living heritage, hospitality and Moroccan ancestral know-how offering an opportunity for authentic discovery in a dedicated space decorated in the colors of Morocco.
Musical animation is also on the program. It will be provided by Moroccan artists to vibrate visitors to the pavilion with festive rhythms of the Moroccan musical repertoire. Also on the menu of the demonstration workshops of the craft trades, as well as a Cooking Show to offer daily experience to discover Moroccan gastronomy through workshops of preparation and tasting of traditional Moroccan dishes.
The Paris Fair is one of the most important commercial and general public events in France, which has been held annually for more than 120 years. This fair is experiencing the participation of more than 1,200 exhibitors, with nearly 3,500 brands spread over 6 halls, over more than 100,000 m² for twelve days.
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