The Morocco Pavilion, the guest of honor at the 2024 edition of the Paris Fair (from April 30 to May 11), was lavishly inaugurated on Wednesday by Morocco's ambassador to France, Samira Sitail. This event, regarded as one of the most popular festive and commercial gatherings among the French, is giving the Kingdom a prominent spot this year. Accompanied by Tarik Sadik, director of the Maison de l'Artisan, Steven Abajol, director of the Paris Fair, and the presidents of the Chambers of Crafts from the regions of Dakhla-Oued Eddahab, Guelmim-Oued Noun, and Laâyoune-Sakia El Hamra — Sidati Chaggaf, Farji Fakhri, and Mustapha Benlimam, respectively — Ms. Sitail performed the traditional ribbon-cutting ceremony, marking the official opening of the Moroccan pavilion, the guest of honor at the 2024 edition of the Paris Fair (April 30 to May 11). In a statement to MAP, the ambassador praised the quality of Morocco's participation: «It's one of the most beautiful pavilions, if not the most beautiful at this fair», she stated after carefully touring the various spaces, during which she interacted with several exhibitors. Ms. Sitail highlighted the exceptional richness of Moroccan heritage, including local products, craftsmanship, and the diverse historical and cultural influences that shape the Kingdom. She showcased emblematic pieces, such as Berber rugs, unique works displayed at the pavilion, which reflect the value of female craftsmanship. Inauguration of the #Morocco ?? pavilion, guest of honor at the @foiredeparis, by Ambassador Samira #Sitail with the Director of the Maison de L'Artisan, Tarik Sadik and the Director of the Paris Fair, Steven @StevenAbajoli. A true showcase of craftsmanship in… pic.twitter.com/l26SQIVnrn — Embassy of the Kingdom of Morocco in France ?? (@AmbaMarocFrance) April 30, 2025 The festive atmosphere surrounding the pavilion, she noted, illustrates the strengthening of Franco-Moroccan relations and the deep attachment the French have to the Kingdom. She also recalled that in 2024, French tourists formed the largest foreign contingent in Morocco, now the leading tourist destination in Africa. She explained that this dynamism stems from a combination of assets: unique architecture, contrasting geography, cultural diversity, age-old openness, and preserved ancestral heritage. Among the highlighted elements were the caftan, zellige, raffia work, and the exploitation of the argan tree, emblematic of southern Morocco. Ms. Sitail also indicated that the organizers expect a record attendance of 500,000 visitors, expressing confidence that the Moroccan pavilion will be one of the major attractions of this edition, the longest of the year at the Porte de Versailles exhibition center. A Showcase of Moroccan Craftsmanship For Tarik Sadik, participating in this centennial fair is part of the efforts of the State Secretariat in charge of Handicrafts and the Social and Solidarity Economy to promote craftsmanship internationally. He recalled the growing recognition of Moroccan know-how: «Our artisans possess highly sought-after skills», he emphasized, adding that this event also helps promote the image of the Kingdom and the momentum driven by King Mohammed VI. This year, the Moroccan pavilion, covering an area of 375 m², brings together 29 exhibitors from various regions of the country. It showcases a diversity of crafts: carpets, weaving, leather, home textiles, clothing, jewelry, metalwork, cosmetics, decoration, and thuya wood objects. Meanwhile, Moha Er-rich, director of heritage preservation, innovation, and promotion within the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy, stressed the main objective of this participation: «To make Morocco shine through its tangible and intangible heritage». He highlighted the central role of the Maison de l'Artisan, the operational arm of the State Secretariat, in this international valorization effort. Tradition and Innovation at the Heart of Moroccan Participation Sidati Chaggaf, President of the Federation of Craft Chambers and the region of Dakhla-Oued Eddahab, expressed his pride in representing the Kingdom at this international fair, which he described as a platform for exchange and innovation. He asserted that Morocco's presence reflects the country's commitment to a global dynamic integrating digital transformation, sustainability, and innovation. Under the guidance of His Majesty the King, he recalled, Morocco is now positioned as a bridge between ancestral craftsmanship and forward-looking perspectives. «The future of craftsmanship is built on cooperation, openness, and knowledge sharing», he declared. The Moroccan pavilion offers a varied program of activities highlighting the living heritage, hospitality, and culinary richness of the Kingdom. Visitors are welcomed in an atmosphere reflecting the colors of Morocco, with concerts by Moroccan artists, craft demonstrations, Moroccan cooking workshops, and daily tastings of traditional dishes. Organized for over 120 years, the Paris Fair is one of the largest commercial events in Europe, bringing together more than 1,200 exhibitors and 3,500 brands across a 100,000 m² area spread over six halls.
