Named "Salon Expo Artisan", this great craft fair aims in particular to highlight the talent of Moroccan artisans and to help the general public discover an almost infinite variety of know-how, the fruit of the multiple exchanges that have punctuated the history of Morocco. This exhibition presented an unprecedented selection of hand-picked products from different sectors of artisanal activity, ranging from interior decoration to ceramics, including leather goods, mosaics, wrought iron, jewellery, traditional clothing, pottery, textiles, cabinetmaking, weaving, embroidery, cut stone, lighting, and local products. Designed within the framework of a future vision aimed at increasing the capacity of mono-artisans, cooperatives, and SMEs to showcase and sell their products, this major event is also intended to be an essential and lasting showcase for the influence of Moroccan craftsmanship both nationally and internationally. This imposing event was also an opportunity for participants to forge commercial relationships with a group of exclusively professional visitors. In this context, a hundred professionals, buyers, and national and foreign principals were invited to this event, while the artisans were coached and trained in the most modern techniques of selection and showcasing of their products. In addition to the commercial aspect, the "Salon Expo Artisan" also had a scientific dimension expressed through the organisation of workshops and round tables on themes related to the craft sector. Moderated by national and foreign specialists, these meetings dealt with themes as relevant as "Marketing and promotion of crafts: challenges and opportunities", "The quality label and intellectual property in crafts", "Vocational training and crafts", "Export of crafts: stakes and opportunities", and "Crafts and fair trade". The programme also included other recreational and festive activities, including traditional fashion shows on themes as captivating as "Brides of Marrakech and Fez" and "Djellaba and caftan in the air of time". The Minister of Crafts, Abdessamad Qayouh, who presided over the opening of this exhibition, affirmed that this great event aims both to further promote the national artisanal product and to strengthen the capacity of mono-artisans. A true showcase of the craftsmanship of Marrakech and Fez, this five-day event was initiated by the supervisory ministry, the Millennium Challenge Account (MCA) - Morocco Agency, and the Millennium Challenge Corporation (MCC). It is part of the implementation of the "Promotion of mono-artisans and craft SMEs" project, which is part of a vast programme financed by the MCC. In addition to being an important cog in the national economic activity and a lever for sustainable growth, craftsmanship constitutes an authentic melting pot of talents insofar as mono-artisans represent more than 85% of the total turnover of the sector.

Launched in July 2012, the "Promotion of mono-artisans and craft SMEs" project consists of increasing promotional campaigns with a view to strengthening the links between the sector's target markets and mono-artisans as well as SMEs with a view to improving the marketing of craft products on both the national and international markets. Let us specify that the MCC had granted Morocco a donation of 697.5 million dollars intended to reduce poverty and stimulate economic growth. The "Crafts and Medina of Fez" project had benefited in this sense from a total amount of 95.5 million dollars, of which 84.7 were allocated in particular to promotion, production support, functional literacy, and vocational training activities.