Spanish Design Finds Firm Ground in Morocco’s Expanding Contract Market

In the past decade, Morocco has steadily consolidated its position among the top ten destinations for Spanish furniture exports — a position strengthened further in 2025 with an annual growth of 18.7% between January and September and sales reaching €89.7 million. This is not a sudden spike; it is the continuation of a long, positive trajectory driven by the country’s economic stability, a thriving tourism sector and a surge in high-end hospitality and corporate development. Today, Spanish manufacturers are not only exporting more — they are becoming part of Morocco’s new landscape.

A Transforming Market with Rising Contract Demand

What is happening in Morocco goes well beyond commercial appetite. The country is redefining its built environment. With over 17 million international tourists in 2024 and a hotel market projected to reach €1.03 billion by 2029, the hospitality sector is expanding at a pace unmatched elsewhere in North Africa.

Casablanca alone is expected to welcome 30 to 40 new hotels by 2030. Add to this the preparations for the 2030 FIFA World Cup, co-hosted with Spain and Portugal, and the result is a surge of contract opportunities: new hotels, renovated resorts, corporate towers and contemporary urban developments.

This is precisely the terrain where Spanish design excels. The recent Spain–Morocco Contract Forum, organised by ANIEME and IVACE in Casablanca, captured this momentum. Fourteen Spanish manufacturers — from furniture and lighting to wall systems and decorative solutions — met with more than 150 architects, designers and hotel operators.

The intensity of the meetings, and the appetite for collaboration, revealed a clear trend: Moroccan prescribers are seeking reliable, design-driven partners who can deliver integrated, high-spec solutions for hotels, offices and premium residential projects. Spanish brands fit this vision naturally.

Showrooms and High-Profile Projects Strengthen Presence

Their presence is also becoming increasingly visible at street level. This year, Kettal opened a striking showroom in Casablanca’s CFC district — a symbolic and strategic move that aligns Spanish contemporary design with the city’s position as the financial and corporate hub of North Africa. This is no boutique: the showroom is conceived for developers, hoteliers and designers who require solutions for residential, hospitality or commercial spaces — a showroom designed for real projects, not just retail consumers.

Meanwhile, Spanish firms – Soher, Alexandra, Andreu World, Point, Gandia Blasco, Vondom, just to name a few – have signed contracts for some of Morocco’s most visible and ambitious developments: luxury hotels, sophisticated residential complexes, corporate offices and leisure resorts.

Such projects are designed for long-term use and visibility: as Morocco continues to invest, the demand for durable, high-design furniture is only set to grow.

A Market Aligned with Spanish Strengths

What emerges is a market that rewards quality, customisation and service — three pillars of the Spanish contract industry. Morocco’s luxury and upper-premium segments demand strong design identity, sustainability and the ability to manage large-scale projects with precision.

Spanish firms, with their Mediterranean sensibility and contract expertise, are well positioned to meet those expectations. Proximity also matters: short lead times, agile logistics and regular presence help build the personal trust that is essential in Moroccan business culture.

A Partnership Set to Deepen

As Morocco continues its modernisation, the opportunities multiply — but so does competition, particularly from France and Italy. Standing out will require not only design excellence but deeper engagement with local prescribers, long-term relationships and on-the-ground visibility. The brands already investing in the market are demonstrating that this approach works.

As part of this long-term strategy, ANIEME has strengthened institutional ties in Morocco through two key collaboration agreements that reinforce the position of Spanish design within the country’s professional ecosystem. The most recent, signed during the Spain–Morocco Contract Forum, formalises cooperation with the Moroccan Hotel Federation, creating a direct channel between Spanish manufacturers and one of the fastest-growing hospitality markets in the region.

Earlier in the year, during Feria Hábitat València 2025, ANIEME also signed a strategic agreement with the Order of Architects of Morocco, ensuring deeper engagement with the country’s architectural community. Together, these partnerships enhance visibility, facilitate access to high-level projects and consolidate Spain’s role as a trusted partner in Morocco’s evolving contract landscape.

In the years ahead, the partnership between Spain and Morocco in the contract sector is set to intensify. With a booming hospitality pipeline, strong corporate expansion and unprecedented international visibility on the horizon, Morocco offers fertile terrain for Spanish design to grow — not as a foreign presence, but as a trusted partner shaping the future of hotels, offices and premium residential spaces across the country.

 

Recent Projects from Spanish Brands

• SOHER: Ritz Carlton Rabat Hotel
• GANDIA BLASCO: The St. Regis La Bahía Blanca  | Villa R
• POINT:  Eurostar Casa Anfa  | The View Agadir Hotel  | The Sofitel Agadir Thalassa Seaspa Hotel | Hilton Taghazout Bay Beach Resort | Anaw Restaurant
• VONDOM: Barceló Tangier Hotel
• ANDREU WORLD: Radisson Blu Casablanca
• EXPORMIM: Radisson Blu Casablanca
• ALEXANDRA: House in Marrakesh