Africa Collective Geneva: a Morocco-Switzerland partnership gathering pace

In this context, the “Invest in Morocco” panel was one of the highlights of this edition. It brought together several institutional and economic representatives, including Youness El Hachimi, Commercial and Scientific Adviser at the Embassy of Switzerland in Morocco, Amar El Halfaoui, Economic Adviser at the Embassy of Morocco in Switzerland, Youssef Tber, Director of Investment and Export at the Moroccan Investment and Export Development Agency (AMDIE), and Charlotte du Closel of Japan Tobacco International. The discussions confirmed a bilateral momentum that is clearly accelerating. The figures bear witness to this: trade between Morocco and Switzerland reached 980 million Swiss francs in 2025, up 33.5%, while Morocco is now a net exporter to Switzerland, illustrating the strengthening of its industrial competitiveness.

AMDIE (Moroccan Investment and Export Development Agency) presented Morocco’s offering under the “Morocco Now” label, built around six pillars: stability, infrastructure, international openness, human capital, energy transition and a culture of execution — illustrated by concrete figures: nearly one million vehicles produced per year, an energy mix that is more than 45% renewable, a network of free trade agreements giving access to more than 2.5 billion consumers, and the prospects linked to the 2030 World Cup.

For Swiss companies already established there, the message is clear: Morocco is no longer just a market, it is a platform for accessing new markets.