Doing Business in Morocco: Gateway to Africa’s Innovation Boom

Overview As Canada looks to diversify trade and innovation partnerships beyond traditional allies, Morocco is emerging as a strategic gateway to the African continent. In a recent episode of Savoir Innover, Thierry Harris explored this dynamic relationship with two key figures: Chakib Achour, Director of Strategy at Gitex Africa, and Mostafa Chafi, President of FlexGroup.

Key Players

• Chakib Achour: Strategy lead for Gitex Africa, the continent’s premier tech event.
  
  
• Mostafa Chafi: Entrepreneur and founder of FlexGroup, a Canadian-Moroccan tech firm active in 20+ African markets.
  
  

Gitex Africa: Africa’s Tech Powerhouse Achour underscored the transformative power of Gitex Africa, now the largest tech show on the continent. With 800 startups from around the world, Gitex serves not only as a marketplace, but also as a meeting ground for startups and investors—particularly in sectors like Sportech and Fintech. Its strategic location in Morocco makes it an ideal bridge between Africa and global markets.

FlexGroup: A Canadian Success Story in Africa Chafi recounted FlexGroup’s journey from Canada to Africa, starting with secure SIM technology and evolving into broader telecommunications and digital service platforms. FlexGroup’s strategy—slow, sustainable growth and deep integration with local ecosystems—has helped the firm operate successfully in over 25 African countries.

Morocco as a Strategic Launchpad Morocco offers:

• Leading 4G infrastructure and a national Digital Strategy (Morocco Digital 2030).
  
  
• Strong education and innovation ecosystems (e.g., UM6P, INPT).
  
  
• Key industrial sectors including automotive, aerospace, and healthtech.
  
  
• Strategic ties to both Africa and Europe.
  
  

University-Industry Collaboration Chafi emphasized FlexGroup’s long-term R&D collaborations with Canadian and Moroccan universities, including the Montreal Blockchain Lab and Morocco’s UM6P. These partnerships have enabled innovation in connected objects, AI, and mobile tech.

What Canadian Businesses Should Know

• Cultural Intelligence: Long-term relationships and in-person contact are crucial.
  
  
• Market Diversity: Africa is not one market—each country demands a tailored approach.
  
  
• Sectors of Opportunity: Healthtech, renewable energy (especially green hydrogen), AI, mobility, and Agritech are ripe for partnerships.
  
  
• Leverage Existing Assets: Canada’s francophone ties, diaspora, and university research power offer unique advantages.
  
  

Policy and Investment Needs According to Chafi, Canada has what it takes to succeed in Africa—but needs to mobilize political will and financing mechanisms to help Canadian SMEs scale and compete in African markets.

Conclusion With the right mix of strategic intent, cultural fluency, and long-term commitment, Morocco presents Canadian businesses with an unprecedented opportunity to expand into one of the world’s fastest-growing innovation markets.

As Achour summed it up: "Morocco is the bridge—not just to Africa, but to the future of digital innovation."

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