Marrakech – The 11th edition of the CREMAI exhibition took place in Marrakech from September 19-23, under the official inauguration of Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and Social Economy, alongside Ahmed El Bouari, Minister of Agriculture, Maritime Fisheries, Rural Development, and Forests.
The event brought together more than 800 Moroccan, African, and international brands and welcomed nearly 21,350 professional visitors, confirming its status as a key platform for hospitality and gastronomy.
Spanning 15,000 m² of exhibition and show space, CREMAI 2025 showcased a full spectrum of solutions, from professional equipment and high-quality raw materials to technological innovations and restaurant concepts.
The visitor profile underscored the exhibition’s strategic importance: a majority of decision-makers, investors, chefs, and high-volume distributors attended, consolidating CREMAI’s role as a business and networking hub for the industry.
A strategic vision toward 2030
Under the theme “Cultivating Today the Hospitality of Tomorrow,” this edition aligns with a multi-year vision reaching toward 2030.
Designed as part of three successive CREMAI editions, the initiative supports Morocco’s Royal Vision and national tourism roadmap, prioritizing human capital, innovation, and value enhancement.
Each edition strengthens skills, boosts international attractiveness, and builds a sustainable foundation for Moroccan and African hospitality to drive the Kingdom’s tourism competitiveness.
Talent on display: Competitions and awards
The event’s competitions highlighted the creativity and vitality of culinary professions.
Over five days, chefs, bakers, pastry artisans, and young talents competed for top honors across categories including chocolate, sugar, Moroccan cuisine, sushi, pizza, and bakery goods. Notable winners included Mehdi Benbiga (TOC Morocco – Chocolate), Abdessamad Dandani (Bocuse d’Or Africa), and Maryam El Badaoui (Sushi).
The continent-wide competitions, such as the Africa & Middle East Women Chefs Cup, reinforced Morocco’s leadership in culinary excellence.
Human capital: The heart of hospitality
Kamal Rahal Essoulami, President of CREMAI, emphasized, “Tourism is built not with bricks but with talent. Human capital is the first ingredient of hospitality, it converts physical investments into perceived value, loyalty, and competitiveness.””
“Prioritizing education, certified training, career advancement, and recognition is essential. Without it, even the best-equipped hotels or restaurants underperform; with it, every dirham invested yields sustainable quality, attractiveness, and employment.”
CREMAI 2025 called for collective and institutional engagement to support investment in human capital, the true engine of Morocco’s international visibility and sectoral competitiveness.
Behind the walls, the equipment, and the raw materials, thousands of dedicated professionals transform every experience into lasting memories, embodying Morocco’s rich tradition of hospitality.
