Moroccan business leaders are entering 2025 with a strong sense of confidence, even as the world continues to grapple with geopolitical conflict, climate pressure, and rapid technological shifts. That’s the overarching message from the 28th edition of PwC’s Global CEO Survey, unveiled in Casablanca this week.
According to the survey, 81% of Moroccan CEOs remain optimistic about the country’s economic outlook for the year ahead. While that figure is slightly down from 90% in 2024, it still reflects a striking degree of resilience in a global environment defined by volatility. Even more striking, 90% of Morocco’s business leaders say they feel confident about the growth prospects of their own companies over the next 12 months.
That optimism doesn’t come from blind faith. On the contrary, Moroccan executives are displaying sharper awareness of the risks around them. For 2025, geopolitical instability has overtaken macroeconomic concerns as the top risk factor, cited by 34% of respondents. On a broader level, only 52% express confidence in the global economy—down from 58% last year—highlighting a cautious but measured outlook.
But caution hasn’t led to paralysis. Moroccan CEOs appear increasingly comfortable navigating uncertainty while actively seeking out avenues for growth. One of the most significant areas of transformation: artificial intelligence. No longer viewed as a distant or experimental technology, AI is quickly becoming a core element of corporate strategy. Seventy-one percent of Moroccan leaders say they plan to systematically embed AI into their operations within the next three years, seeing it as a tool for boosting competitiveness and operational efficiency.
Another key insight from the survey is the shift toward more aggressive strategic positioning. Nearly half of Moroccan CEOs—47%—are considering acquisitions over the next three years, while 39% have already completed one recently. This points to a growing appetite for consolidation and cross-border expansion, often supported by private equity and investment funds.
Still, the path forward isn’t based solely on tech and finance. Environmental awareness is gaining serious traction among Moroccan businesses, largely in response to international regulations like the EU’s Carbon Border Adjustment Mechanism (CBAM). The survey reveals that 45% of Moroccan executives are closely monitoring carbon-related compliance standards, signaling a broader commitment to sustainability.
Overall, Moroccan business leaders are entering a new era with clarity and conviction. They’re confronting global uncertainty not by retreating, but by leaning into innovation, expansion, and environmental responsibility. In doing so, they’re laying the groundwork for a growth model that’s not only forward-looking but also grounded in sovereignty and long-term resilience.
