What are the development and cooperation potentials between the SMD region and Canada? This question was on the agenda of a meeting between Sandra McCardell, Canada's Ambassador to Morocco, and economic operators from the region. Hosted recently at the International University of Agadir (Universiapolis), this initiative, born from a Canadian-Moroccan cooperation dating back nearly a quarter of a century, was spearheaded by the university's professionals. Boosting cooperation is now a priority for both partners. The commercial strategies of both countries thus aim to create new exchange opportunities. Consequently, one of the pillars of these strategies tends towards leading to a bilateral free trade agreement. "One of the priority axes of these strategies concerns the conclusion of a bilateral free trade agreement that includes an ambitious programme of trade negotiations aimed at ensuring competitive market access conditions, which would offer significant potential for the products, services, and expertise of both countries. This agreement with Morocco, the first of its kind with an African country, would allow for an increase in Canada's commercial presence in the Mediterranean region and North Africa, and Morocco's presence in Canada and North America," highlights Sandra McCardell. That being said, a fourth round of talks and negotiations will be held soon to lead to a win-win free trade agreement.

Admittedly, the diversification of traditional markets is a need for both Canadians and Moroccans, but certain handicaps block investors on both sides. Thus, representatives of the various structures and economic fabrics of the region highlighted the lack of financial support to explore the market and the lack of export studies. They also insisted on the importance of creating forums and business and exploration trips. Prospecting actions on an individual level, for each company, remain impossible since the budget for such exploration is not within everyone's reach. Political stability constitutes an advantage for Morocco. "Compared to a certain instability experienced by several Arab, African, and Middle Eastern countries, and several other African countries, Morocco could and should take advantage of this exceptionally positive situation to attract Canadian companies and investors looking for commercial opportunities and greater stability and predictability in the investment climate. In return, Canada, and particularly its Francophone provinces, should constitute a springboard for Moroccan companies and investors towards the American market, Canada's main political and economic ally," she emphasises.