Fes Medina Artisan Project - A Study of Promotional Requirements
With a rich supply of artisan products, Morocco bears potential to expand its share of the international handcraft market, especially in the niche and high-end markets, as well as tourist markets.
Significant constraints include lack of artisan product marketing as well as lack of collaboration between handcraft and the tourism industry. In order to strengthen the handcraft sector and boost tourism, the Etude des Besoins en Promotion will identify artisan sector needs in Fez and Marrakech, focusing on promotion and marketing.
With increased promotion and distribution of artisanship, the tourism sector will have unique cultural experiences to offer visitors. In turn, increased tourism will provide eager buyers for artisans.
Combined, these two sectors can generate jobs for rural and urban Moroccans as well as create a greater economic incentive for preserving cultural heritage.
