The fourth edition of the International Argan Tree Fair, which is taking place in Agadir until January 16, highlights a cornerstone of Moroccan natural and cultural heritage, recognized by UNESCO as a Biosphere Reserve and intangible cultural heritage of humanity.
Under the High Patronage of His Majesty King Mohammed VI, this event is fully aligned with the momentum generated by the national strategies “Green Generation 2020-2030” and “Forests of Morocco 2030,” launched in 2020 under the effective presidency of the Sovereign.
These two strategies converge around an ambitious program for the development of argan cultivation, which plays a significant socio-economic role (employment, production, exports, etc.).
These roadmaps have led to tangible advances, including the rehabilitation of over 246,000 hectares of historic argan forest and the planting of an additional 10,000 hectares in the regions of Souss-Massa, Marrakech-Safi, and Guelmim-Oued Noun, through an innovative climate-resilient argan cultivation model.
Organized under the auspices of the Ministry of Agriculture, Maritime Fisheries, Rural Development, Water and Forests, and the National Agency for the Development of Oasian Zones and the Argan Tree (ANDZOA), the International Argan Tree Fair is an opportunity to celebrate an iconic tree of Morocco, which carries an ancestral legacy and is a true pillar of local communities, facilitating their economic and financial empowerment as well as their social inclusion.
This event also represents an opportunity for industry professionals eager to forge new partnerships and strengthen their professional networks.
This edition brings together argan production and craftsmanship within a rich and diverse exhibition space. Over 200 stands showcase argan oil in its culinary and cosmetic uses, as well as a wide range of handmade creations from the Argan Biosphere Reserve, reflecting the richness of Moroccan cultural heritage.
Furthermore, nearly 20 African countries are participating in the event through their own stands, making the Fair a true venue for exchange, dialogue, and sharing cultural heritages, in a spirit of continental diversity, with the argan tree as the central symbol of this encounter.
Under the theme: “The Argan Tree: A Symbol of Resilience and Adaptation, a Bridge of African Communication,” this fourth edition aims to position the Moroccan argan forest as an African model of sustainable development, reconciling ecosystem preservation, women’s empowerment, and the creation of inclusive economic value.
In a statement to MAP, Hou Dahbi, head of the Statistics, Studies, and Monitoring Division at ANDZOA, indicated that this event fits within the cultural and economic vibrancy of the city during the period of the Africa Cup of Nations (CAN 2025), of which Agadir is one of the host cities.
This Fair aims to be an appropriate platform for cooperatives producing argan oil and artisans for better marketing of their products, which are in high demand among the population, he emphasized.
Exhibitors, including artisans and managers of argan cooperatives participating in this Fair, stated that this event represents an opportunity for industry professionals eager to forge new partnerships, strengthen their professional networks, promote the marketing of their products, and explore new growth and development opportunities, in an environment conducive to innovation and collaboration.
The International Argan Tree Fair 2025 thus positions itself as a true platform for acceleration and mobilization and offers a rich and interactive program that includes, in particular, the Argan Village.
Beyond exhibition stands reserved for artisans and cooperatives, visitors will be able to discover a rich and immersive program featuring live demonstrations of craft professions (pottery, jewelry, weaving…), cooking sessions highlighting local products, musical and folkloric performances reflecting Moroccan and African cultural diversity, as well as fun activities for children (story sessions, shadow shows, educational games…).
Through this event, taking place at Prince Héritier Square, City Hall Square, and the Agadir Marina Fan Zone, the organizers aim to promote the local economy, enhance Agadir’s tourist appeal, and offer national and international visitors an authentic experience.
MAP