World City Guide

Business

Business Profile
As the city where southern tribesmen and northern Berber villagers meet and trade, Marrakech is one of Morocco’s major commercial hubs, alongside the ports of Casablanca and Tangier. Since the government embarked on a major programme of economic liberalisation in the early and mid-1990s as a response to a severe recession in the 1980s, Marrakech has become more receptive to foreign investment and trade. The main industrial enterprises around Marrakech are flour-mills, milk-processing plants, breweries, canning factories and cement production plants. Mining is central to Moroccan industry, producing the lion’s share of foreign exchange earnings. Zinc mines around Marrakech and the world’s largest phosphate deposits in the region south of the city are key to keeping the economy on track.

In the late 1990s, foreign investment in Morocco, led mainly by France, followed by Spain, Britain, Italy then Germany, more than doubled thanks to the privatisation of the country’s oil industry and the opening up of the banking sector. The countries that provide Morocco with its burgeoning imports mirror the nations that it exports to.

Shell, Mobil, Total and Elf are some of the leading foreign investors in Morocco and look likely to be joined by companies in other sectors as Morocco has one of the best communications infrastructures in Africa. The USA and South Africa are also key investors in the oil and mining industries respectively. Marrakech looks set to benefit from this new round of overseas investment, although the city is still dependent on tourism, which contributes around 10% of the city’s GDP.

Marrakech’s premier conference facilities are at the Hotel Golf Palace Palmeraie, a few kilometres outside the city (tel: (044) 301 010; fax: (044) 305 050; website: www.pgp.co.ma ). Nine quality conference suites, many with audiovisual facilities, complement five-star luxuries. Excellent conference services catering for up to 5000 people can be found at the Hôtel Pullman Mansour Eddahbi, Avenue de France, Guéliz (tel: (044) 448 222), and at the Palais des Congrès, Avenue de France, Guéliz (tel: (044) 448 990). Many of the large new hotels around Avenue de la Ménara, such as the Sheraton (tel: (044) 448 988) and the Méridien (tel: (044) 448 772), offer business facilities on a smaller scale.

Unemployment in the city is still quite high: reputable unofficial figures suggest an unemployment rate of around 20% of the adult population, slighter lower than unofficial figures for the rest of the country.

Business Etiquette
Residents of Marrakech have a reputation for warmth and humour, so it is unnecessary to be too formal when doing business in the city. In personal business communication, plain speaking and a willingness to make eye contact are much appreciated. However, over-casualness can be interpreted as rudeness or laziness so businesspeople should maintain a smart appearance, even though suits are not expected in the hot weather. Appointments for meetings should be made in advance and, while punctuality is appreciated in Morocco, it is wise to allow some degree of leeway regarding timing.

Negotiations often involve a great deal of bargaining and consultation, partly to build up a trusting relationship between the two parties. A deal may take a while to come about in Morocco but curt attempts to rush the process may scupper the arrangement. Contrary to Western business dealings, which are mostly conducted on a one-to-one level, visitors here should expect to deal with a number of businesspeople connected to the firm. Although many executives speak English, French is the preferred language of commerce in Morocco. The normal business hours are 0830–1200 and 1430–1830 Monday to Friday (0900–1500 Monday to Friday during Ramadan).

The Moroccans are immensely hospitable people but do also expect courtesy from their guests. If invited to a Moroccan’s home, it is customary to take a small gift for the women (such as Western perfume or a traditional food from abroad) and children (such as sweets or toys). Refreshments will always be offered, usually mint tea and it is impolite to refuse. Visitors should expect to be given up to three glasses.

In addition, hands should be washed before all meals and, if food needs to be handled, the right hand only should be used. Visitors should not smoke, eat or drink in public during Ramadan and, at other times of the year, it is sensible to be cautious and guided by the host. It is always wise to refrain from asking for alcohol if it is not readily visible – the rules of hospitality would require the host to provide it and this may be in conflict with his or her religious beliefs.

While Morocco is an Islamic nation, it is very liberal by Middle Eastern standards, so businesswomen should not feel intimidated when working in the country. They are advised, however, to dress conservatively and hemlines should definitely be below the knee.