Casablanca – Morocco’s handicraft sector is experiencing a notable resurgence in international markets, supported by accelerating digital promotion strategies and shifting consumer preferences abroad. Recent data from national monitoring systems and export bulletins show that interest in traditional Moroccan handmade products has risen consistently, particularly in the United States, which has reinforced its position as the sector’s leading destination.

During the first seven months of 2025, Moroccan handicraft exports reached a total value of about $80 million, marking a growth rate of 14% compared to the same period in 2024. This performance highlights the sector’s ongoing transformation from a mostly traditional export activity into a diversified, technology-driven industry capable of responding to global market trends.

Growth reached its highest pace in July 2025, when exports expanded by 34% year-on-year. Sector professionals view this surge as evidence of the increasing visibility Moroccan products are gaining on international e-commerce platforms, where digital marketing campaigns and targeted promotional content are attracting new consumer segments.

Strong performance across key product categories

Data covering the structure of exports indicate that pottery and stone products continue to lead the sector’s international sales. This category accounted for 33% of total handicraft export revenue, following a 7% annual increase. Its dominance is reinforced by the strong demand recorded in the U.S. market, where pottery products represented 48% of all Moroccan handicraft goods exported during the past year.

Carpets maintained their position as the second most exported product category with an 18% share, tied with traditional clothing, which doubled its export volume compared to the previous year. Plant-based crafts and miscellaneous handmade products each represented around 8% of total exports, signaling the sector’s expanding diversity and its ability to meet varied global tastes.

Current global interior design trends are also contributing to this demand. Warm color palettes, natural raw materials, and unique artisanal pieces that reflect personal identity have become increasingly popular in major markets. These design preferences align closely with the aesthetic features of Moroccan craftsmanship, giving exporters a competitive advantage.

United states consolidates its status as top importer

The United States remains the foremost importer of Moroccan handicraft products, absorbing 50% of total exports after posting a 32% increase over the previous year. In monetary terms, Moroccan exports to the U.S. surpassed $49.8 million, up 6% compared to 2023. American interest in handmade items continues to grow, supported by strong digital engagement: more than 863,000 online mentions of handmade products were recorded on major platforms, with 40,000 specifically related to Moroccan goods.

Consumer sentiment in the American market remains overwhelmingly positive. Approximately 95% of online reviews analyzed in recent reports expressed satisfaction with Moroccan products, with design quality cited as the most appreciated characteristic. Additionally, 77% of American purchases are made directly from sellers based in Morocco, particularly in the Marrakech–Safi region, which remains a central hub of artisanal production.

Major U.S. trade events such as the International Contemporary Furniture Fair (ICFF), NY Now, and the Midtown Global Market continue to serve as important promotional platforms, enabling Moroccan artisans and exporters to build visibility in high-value retail and design networks.

Emerging markets gain traction as Europe’s share declines

While Europe remains an important destination, its share in Moroccan handicraft exports has fallen to 30%. France, traditionally one of the sector’s top markets, saw its share drop by five percentage points to 11% after experiencing a 26% decline in imports.

In contrast, the Turkish market recorded exceptional growth, with Moroccan handicraft exports rising 53-fold compared to the same period in 2024. Turkey’s share increased from just 0.2% to 7% of total exports, reflecting the sector’s growing ability to access new and distant markets beyond its historical European base.

Regional export hubs diversify inside Morocco

Domestic export data show that Marrakech remains the leading export city, accounting for 42% of total handicraft exports and registering 13% growth. Casablanca ranked second with a 32% share. Fez recorded the most dynamic performance nationwide with a 47% growth rate, raising its share of national exports to 16%. Tangier followed with 7%.

Economic analysts observe that this diversification of regional export centers signals a deepening of Morocco’s artisanal value chain. The spread of production and export capabilities across regions strengthens logistics networks and improves the sector’s ability to respond to international demand quickly and efficiently.

Digital marketing reshapes sector dynamics

Experts argue that the sector’s strong performance reflects more than product originality. The integration of digital marketing strategies—such as targeted international campaigns, social media promotion, participation in online marketplaces, and direct-to-consumer sales—has significantly enhanced the global competitiveness of Moroccan handicrafts.

These tools allow artisans and exporters to present Moroccan products in modern, visually appealing formats while reaching consumers directly without intermediaries. As a result, the sector is increasingly achieving growth rates that surpass those of more industrialized segments of the economy.

Analysts note that the sector now stands at a strategic crossroads, combining the authenticity and cultural richness of traditional craftsmanship with a contemporary, data-driven marketing approach. This combination is positioning Moroccan handicrafts as a vital element of the country’s economic soft power and a growing contributor to its export portfolio.