Moroccan crafts take off thanks to the United States

The historical dominance of traditional products is eroding in favor of a new dynamic. While pottery and stone maintain the lead in export volumes with 36% of sales, it is traditional clothing that is creating the breakthrough this year. This segment recorded a meteoric rise of 83% between January and November 2025, allowing it to capture 17% of market share and now closely follow carpets (18%). This internal transformation is driving overall results upwards: the State Secretariat for Crafts announces a total increase of 13%, for a value exceeding 1.14 billion dirhams.

The acceleration has been particularly pronounced at the end of the period, with November seeing a 27% jump. This vitality is accompanied by a major geographical shift. The era when Europe was the sole horizon seems to be over: the United States now accounts for nearly half of exports (49%), thanks to a 28% increase in demand. Conversely, France’s share has decreased by 8 points to 11%, while remaining the Kingdom’s second-largest customer. Diversification is also confirmed with the emergence of Turkey, where sales have tripled.

This reconfiguration of markets is directly impacting production centers. Marrakech and Casablanca maintain their leadership with 39% and 31% of shipments respectively, but the city of Fez is emerging as the new engine of growth. The city has seen its exports climb by 76%, increasing its national contribution from 13% to 20% in the space of a year.