This annual celebration showcases the artisanal heritage of the Souss-Massa region, inviting visitors to explore a vibrant array of traditional crafts that embody the spirit of Morocco.

Casablanca – Agadir is currently buzzing with the Regional Artisan Fair, an exhilarating showcase dedicated to the extraordinary artistry of the Souss-Massa region. 

This ninth edition, held at Place Al Amal over nearly 2,000 square-meters, is a vibrant tribute to the rich cultural heritage that resonates through the traditions of the Amazigh people.

Cultural mosaic of Souss-Massa

The artisan exhibition, which commenced on October 27 and will run until November 2, features over 100 exhibitors showcasing their stunning creations, including intricate Tiznit jewelry and the timeless elegance of Tafraout carpets.

Attendees can also discover exquisite pottery from Taliouine, unique woodwork from Tiflet, and traditional weaving from Ait Bou Othman. 

Initiated by the Souss-Massa Regional Council and the Chamber of Crafts, the exhibition is a platform for artisans to showcase their skills and the cultural significance of their crafts. 

This event goes beyond mere products; it tells the stories and techniques behind each piece, crafted by hands that have mastered their trades across generations. 

Each creation offers a glimpse into the cultural significance and history woven into the fabric of Moroccan society.

Artistry in action

In recent years, efforts have been made to invigorate the artisanal sector in the Souss-Massa region. 

The Souss-Massa regional development society (SDR) has collaborated with renowned Moroccan designer artists like Amina Agueznay, Khadija Kabbaj, and Noureddine Amir in order to guide these efforts. 

With this partnership, they are producing collections that celebrate the region’s craftsmanship under the label “Art of Living in Agadir Souss-Massa.”

This collaboration has already resulted in a collection of 120 unique pieces that blend traditional techniques with contemporary design, breathing new life into the local artisan community.

Investing in tradition 

The Moroccan government has significantly invested in the artisanal sector in recent years, aiming to preserve and promote the nation’s rich cultural heritage. 

The artisanal sector has experienced significant growth, with revenues reaching MAD 984 million (approximately $100 million) by the end of November 2023, marking a 7% increase from the same period in 2022.

In 2022, the National Crafts Council (NCC) was established under Law 50.17 to modernize and support the artisanal industry. 

This initiative underscores the government’s commitment to safeguarding and enhancing Morocco’s traditional crafts. 

In addition to the NCC, the government has implemented various programs and policies to bolster the artisanal sector. 

These efforts include funding for training programs, infrastructure development, and marketing initiatives aimed at promoting Moroccan crafts both domestically and internationally. 

Why you shouldn’t miss it

The Regional Artisan Fair continues to showcase the vibrant and rich heritage of Moroccan craftsmanship, paying a vibrant homage to the cultural and artistic legacy of Morocco. 

It provides a unique opportunity to engage with artisans, learn about their crafts, and appreciate the skill and passion that go into each creation.

The fair serves as a reminder of the importance of preserving and promoting Moroccan craftsmanship; the artisan sector is a vital part of the region’s socio-economic development strategy.Read Also: Souss-Massa: Where Modernity and Tradition Meet