Casablanca – Morocco’s handicraft sector recorded remarkable growth in 2025, reflecting both the quality of its products and the effectiveness of strategies to expand into new international markets. Between January and November 2025, Moroccan handicraft exports rose by 13% compared to the same period in 2024, reaching a total value of over $118 million, according to the State Secretariat in charge of Handicrafts and the Social and Solidarity Economy.

The strong performance was particularly influenced by November 2025, which saw a year-on-year increase of 27%, underscoring sustained global demand for Moroccan traditional products. Experts attribute this surge to a combination of improved production capacity, targeted promotion of Moroccan artisanal goods, and diversification of export markets beyond traditional destinations.

Pottery

Historically, pottery and stone crafts have dominated Moroccan handicraft exports, accounting for 36% of total sector revenue in 2025. These products continue to appeal to international buyers for their cultural significance, craftsmanship, and quality.

However, one of the most striking developments of the year has been the exceptional growth in traditional clothing exports, which surged by 83%. This increase allowed traditional garments to nearly match the export share of Moroccan carpets, with clothing representing 17% of total exports compared to 18% for carpets. The growth in textile exports demonstrates a widening international interest in Morocco’s fashion heritage and reflects the successful branding of traditional garments as both cultural and high-value products.

Key markets: United States, France, and emerging destinations

The United States remains the leading importer of Moroccan handicrafts, accounting for approximately 49% of total export value and showing a growth rate of 28% over the period. This confirms the country’s strategic importance for Morocco’s handicraft sector and highlights the sustained demand for authentic, high-quality artisanal products.

France continues to hold the second-largest market share at 11%, despite an 8-point decline compared to the previous year. The decrease suggests increased competition from emerging markets, as Moroccan handicraft producers diversify their export destinations.

One of the most notable trends in 2025 has been Morocco’s entry into new markets, particularly Turkey. Trade with Turkey tripled in value compared to the previous year, making it the third-largest market for Moroccan handicrafts. This development reflects both the sector’s adaptability and the growing international appetite for Moroccan artisanal products in non-traditional markets.

City-level dynamics: Fez and Marrakech lead exports

Fez recorded the highest growth rate among Moroccan cities, with exports rising by 76%, increasing its share of national exports from 13% to 20%. The city’s growth highlights the international appeal of Fez craftsmanship, particularly in traditional textiles and leatherwork, which have become increasingly sought after in global markets.

Marrakech maintained its status as the top exporting city, accounting for 39% of total handicraft exports. Casablanca followed with a 31% share, benefiting from its role as a key logistics hub that facilitates the efficient distribution of artisanal products to international markets. These urban centers remain critical to sustaining the sector’s export momentum and to preserving Morocco’s reputation for high-quality craftsmanship.

Outlook and strategic implications

The performance of Morocco’s handicraft sector in 2025 demonstrates the successful combination of traditional expertise, market diversification, and international promotion. Beyond the quantitative growth, the sector’s expansion into new markets signals a long-term strategic shift toward reducing dependency on traditional European markets and tapping into emerging regions with high potential for artisanal products.

Government support—through promotion campaigns, trade fairs, and incentives for artisans—has played a significant role in enhancing competitiveness. Looking ahead, further investments in quality standards, digital marketing, and logistics are likely to strengthen Morocco’s position as a global leader in handicrafts.

The sector’s growth contributes significantly to Morocco’s export revenues while also supporting local employment, preserving cultural heritage, and reinforcing the country’s soft power through its artisanal identity. Trends observed in 2025 indicate that Moroccan handicrafts are well positioned for sustained international success, blending tradition with relevance in global markets.