In this third episode of Morocco with Purpose, Hiba El Aidi welcomes Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and the Social and Solidarity Economy of the Kingdom of Morocco, for a discussion focused on Morocco’s strategic positioning as a global destination. The discussion begins with the minister’s personal journey as a global Moroccan who gained international experience before serving the Kingdom. Her experience illustrates the wealth of human capital within the diaspora and the strategic contribution of skills acquired abroad to the modernization of public policies. The episode highlights Morocco’s record-breaking achievements in tourism, confirming the country’s growing appeal. Topics include diversifying the tourism offering, moving upmarket, sustainability, and adapting to the evolving expectations of international travelers. Major sporting events are also discussed as catalysts for opportunities. Beyond their immediate impact on tourism, these events are presented as key drivers for youth employment, investment, local entrepreneurship, and the return of Moroccan talent based abroad. An inspiring and insightful episode that underscores the central role of tourism in Morocco’s economic development and in creating tangible opportunities for the next generation.
Mr. Ryad Mezzour addresses Moroccan youth around the world In this second episode of Morocco with Purpose, Ryad Mezzour, Morocco's Minister of Industry and Trade, shares his vision of Made in Morocco, the country's industrialization, and the opportunities opening up for the new generation. Through this authentic exchange, he discusses Morocco's economic challenges, the importance of developing a competitive industry, and the key role that Moroccan youth can play, both in Morocco and internationally, in building a sustainable economic future. An inspiring episode that invites us to reflect on the role each of us plays in Morocco's transformation and influence.
In this episode of Morocco with Purpose, Hiba El Aidi interviews Moncef Belkhayat for an in-depth discussion on entrepreneurship, Morocco's economic vision, and building responsible leadership. The conversation begins by addressing the realities of entrepreneurship in Morocco. Discipline, structure, and long-term strategy are key. The central idea is clear: entrepreneurship should not be a passing fad, but a deliberate approach based on market knowledge, operational rigor, and the ability to execute. The discussion also highlights the importance of "Made in Morocco" as a lever for economic sovereignty. Local production, industrialization, and moving upmarket are presented as essential pillars for strengthening national competitiveness and creating champions capable of achieving international success. A strong message is delivered to young people: professional experience is a valuable asset. Working as an employee allows them to acquire skills, understand the internal dynamics of companies, and develop the strategic maturity essential before launching their own business.
