The Project

The United States of America, represented by the Millennium Challenge Corporation (MCC), and the Government of Morocco signed a Compact on August 31, 2007,  establishing the conditions for close cooperation between the two parties on an expansive project aimed at improving productivity and boosting employment in potential high-growth sectors.

For optimal execution of this important project, the Government of Morocco created a government agency known as the Partnership for Progress Agency (Agence du Partenariat pour le Progrès) or APP to oversee and monitor the organization and  implementation of the MCC-Morocco Program.

The “Projet Artisan & Fez Medina” is one of five sub projects included in the MCC-Morocco program and is designed to stimulate economic growth by strengthening existing synergies between the craft sector, the cultural, historical and architectural heritage of the Fez Medina, and the tourism industry.

For the execution of this sub project during the 6 months period from March 1, 2010 to September 30, 2010, APP engaged  a consortium of two US consulting firms that have continuously  brought their broad expertise in the development of tourism and handcraft to countries worldwide, more recently in the North Africa – Middle East region.

The Consortium of Aid to Artisans, a Hartford, Connecticut, based international handcraft business development organization, and Solimar International, a Washington, DC, based international tourism development enterprise, has been charged to undertake an expansive study of the handcraft and tourism industry in the regions of Fez and Marrakech, the “Etude des Besoins en Promotion”.  This important study will provide the basis for 4 comprehensive  marketing and promotion plans to be implemented over the two following years:

• Marketing and promotion plans for mono artisans
• Marketing and promotion plan for PMEs and Export pilot program
• Marketing and promotion plan for local and international tourism
• National labeling plan

Morocco has a rich artistic tradition, known globally for its vibrant, intricate designs that capture and express the culture of the nation. The Etude des Besoins en Promotion will focus on strengthing handcraft with strong cultural content, such as:

• Home Décor: rugs, pottery and ceramic items for the home, leather poufs, wrought iron lamps
• Furniture: wrought iron dining room sets, painted or carved wooden chests and desks, etc.;
• Jewelry: gold, silver and stone necklaces, bracelets and rings
• Traditional garments and accessories: djellabas, slippers, belts, scarves and other woven and embroidered items
• Building materials such as zellige mosaics, carved plaster, carved stone

There are more than thirty thousand artisans working in these craft trades in the cities of Fez and Marrakech for whom this study and promotion plans will have great impact. During the 6 months of the project, a survey capturing the business information of a representative number of these enterprises will be conducted, resulting in plans designed to significantly strengthen these businesses, linking them strongly to tourism, as well as to domestic and export markets, thus  increasing incomes and improving lives.