The curtain came down on the 11th edition of the CREMAI trade show in Marrakech on September 23, after five vibrant days under the High Patronage of King Mohammed VI. Organized by Groupe Rahal, this year’s event brought together over 800 brands and welcomed around 21,350 industry professionals from across Morocco, the African continent, and beyond—reaffirming CREMAI’s role as a flagship gathering for the hospitality and culinary sectors.
The opening ceremony was marked by the presence of key Moroccan officials, including Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and Social Economy, as well as Ahmed El Bouari, Minister of Agriculture, Maritime Fisheries, Rural Development, and Water and Forests. Spanning 15,000 square meters of exhibition space, the event showcased a wide array of offerings—from layout and design solutions to state-of-the-art equipment, raw materials, and cutting-edge technologies.
Framed as the first milestone in a longer journey leading up to 2030, this edition of CREMAI embraced the theme “Nurturing Today the Hospitality of Tomorrow.” It aligns with Morocco’s national tourism roadmap, which focuses on strengthening skills, elevating service standards, and reinforcing the global positioning of the sector.
A key highlight of the event was the series of culinary competitions that captured both the excellence and imagination of Moroccan and African chefs. Signature contests like the Bocuse d’Or Africa, the Africa Bakery Cup, and the Rahal Trophy celebrated outstanding talent across various disciplines. Moroccan participants shined in several categories, underlining the country’s growing influence on the continent’s gastronomic map.
Still, beyond the medals and awards, CREMAI delivered a deeper message: true hospitality isn’t defined by square footage or high-end gear—it lives and breathes through the people who bring hospitality spaces to life. The event served as a tribute to the professionals who form the backbone of the industry, spotlighting human capital as its most valuable asset.
For Kamal Rahal Essoulami, president of CREMAI, it’s clear: “People are the raw material of hospitality. They’re the ones who turn physical investment into perceived quality, customer loyalty, and competitiveness.” He called for a collective effort to invest in training, recognition, and career development across the sector—essentials for transforming Moroccan hospitality into a sustainable engine of growth and international prestige.
