Backed by a delegation of 35 seasoned business leaders, Morocco’s exporters are heading to Cairo from May 3 to 5 in a high-stakes mission aimed at deepening commercial ties and unlocking new market opportunities in a rapidly transforming Egypt. The trip, led by the Moroccan Exporters’ Association (ASMEX), is far more than a routine trade visit—it’s the culmination of months of groundwork and strategic planning.
Spearheaded by Omar Hejira, the Secretary of State for Foreign Trade, and ASMEX President Hassan Sentissi El Idrissi, the initiative reflects a broader ambition to reenergize Morocco’s role as a key economic player in the Mediterranean region. With a clear roadmap and a unified message, the delegation aims to lay the foundation for stronger economic collaboration between Morocco and Egypt—two countries whose trade relationship has long fallen short of its potential.
Despite the existence of bilateral trade agreements, business flows between Rabat and Cairo have struggled with inefficiencies and untapped opportunities. Determined to change that, ASMEX has spent recent months building new channels of communication with Egyptian authorities, including a high-level meeting with Egypt’s ambassador and a virtual conference focused on the Egyptian market. These efforts are part of a broader strategy to bring coherence, preparation, and long-term vision to Morocco’s foreign trade policy.
What sets this mission apart is its deliberate focus on companies with proven expertise in international markets. The delegation includes Moroccan exporters across a range of industries—agribusiness, textiles, chemicals, construction, and services—each chosen for their readiness to represent Morocco’s growing capacity to deliver value-added products to global markets.
At the heart of the effort is a strong push to elevate the “Made in Morocco” brand. Egypt, with a population surpassing 100 million and its strategic role as a gateway to Africa and the Middle East, represents a critical entry point for Moroccan goods. ASMEX sees this mission as an opportunity to position Morocco not just as a supplier of raw materials, but as a competitive, innovation-driven economy ready to export finished goods and services with higher added value.
But beyond trade, this initiative speaks to a broader vision of economic diplomacy. ASMEX is actively stepping into a leadership role, aligning itself with Morocco’s national objectives of forging stronger South-South partnerships and asserting the Kingdom’s place in the economic future of the continent. The association is not just facilitating deals—it’s shaping the rules of engagement for Morocco’s exporters in a shifting global landscape.
A source familiar with the mission’s goals put it simply: “We’re advocating for a more balanced, ambitious, and sustainable approach to international trade.” That means investing in product innovation, deepening market intelligence, and strengthening Morocco’s institutional presence in key economic centers across Africa.
In a world where global trade is being reshaped by climate imperatives and geopolitical uncertainty, seizing opportunities is no longer enough. Strategy, foresight, and coordination are essential. Through this mission to Cairo, ASMEX aims to prove that Morocco is ready to play the long game.
