Initiatives

The overall goal of the Etude des Besoins en Promotion is to identify needs of the artisan sectors in Fez and Marrakech and their link with the local and international tourist industry, with a specific focus on promotion and marketing.  By identifying these needs, and addressing them in future work, it is hoped that the craft sector in these regions will be enhanced through increased sales and improved artisan livelihoods.

From March 1 until September 30, 2010, the study will undertake the following important initiatives:

1. Assess and identify the needs of individual artisans and handcraft SMEs in terms of promotion and marketing with a defined methodology;
2. Assess the promotion and marketing needs of tourist circuits which have integrated craft components;
3. Create detailed plans for the promotion of individual and SME handcraft producers to tourist, domestic and international markets, including an exportation pilot concept;
4. Create a detailed plan for promoting tourist circuits with integrated craft components in the medinas of Fez and Marrakech; and
5. Create a national branding plan

These plans are designed to be implemented over the two years following the completion of the study, with the goal of significantly expanding handcraft businesses, strengthening the Moroccan tourist industry, and enhancing domestic and export sales

The initiative to create a comprehensive Assessment Report of the craft and tourism sectors in Fez and Marrakech is ongoing and  will be completed on June 17, 2010.  A survey using questionnaires covering 9 different types of craft and tourism enterprises is currently being conducted in the Medinas, surrounding regions, and with other domestic and international market actors. The Ministry for Tourism and Artisanat  and APP encourage artisans and participants in the tourism industry to become part of this important survey.

The following questionnaires can be downloaded from this site:

• Individual artisans
• Small to medium sized artisan enterprises
• Bazaarists and other Moroccan retailers
• Exporters
• Associations and cooperatives
• International buyers who import from Morocco
• Tour guides
• Tour operators
• Hotels and maisons d’hote

Please call the Aid to Artisans/Solimar offices in Fez and Marrakech if you wish to submit your completed  questionnaire:

Fez: address and tel. number
Marrakech: address and tel. number