Brahim Ouamane: “Fostering a New Generation of Startups”

Operational arm of the Ministry of Digital Transition, the Agency for Digital Development (ADD) is working tirelessly to position Morocco as a leading African digital hub. Multiple initiatives have been launched to enhance digital skills and provide innovative young enterprises with access to strategic tools. The ADD’s Start-up Manager sheds light on these programs.

How does the ADD support the Moroccan start-up ecosystem? Where does implementation stand today under the Morocco Digital 2030 Strategy?

Morocco has made a strategic decision to base its digital development on a structured national vision, embodied in the Morocco Digital 2030 Strategy. To achieve this, the Agency for Digital Development, under the authority of the Ministry of Digital Transition and Administrative Reform, acts as the operational arm of this ambition, serving as a catalyst for transformation through targeted support for the entrepreneurial ecosystem—particularly high-potential tech start-ups.

We leverage strategic initiatives such as the Innovative Young Enterprise (JEI) Label, now a springboard for innovative startups, StartupHubMaroc.ma (a networking platform for opportunities), and Morocco 200, which reflects our commitment to positioning the Kingdom as a continental showcase for innovation by spotlighting 200 Moroccan start-ups internationally at GITEX Africa 2025.

Under our roadmap, we have also launched key projects, including advancing digital maturity for VSEs/SMEs, expanding e-Government services, and promoting inclusive digitalization nationwide. All these efforts converge toward a clear goal: establishing Morocco as a premier African digital hub.

What are your objectives for training and nurturing digital talent in Morocco?

Digital transformation cannot exist without a foundation of skills. We firmly believe that people are at the heart of this transition. The ADD is implementing a holistic approach that combines skills development, inclusion, and excellence.

In 2024, we trained over 3,700 very small, small, and medium enterprises (VSEs/SMEs) in collaboration with global companies like Meta, Google, and AWS, covering essentials such as digital marketing and e-commerce. To amplify this momentum, we are rolling out innovative projects, including a public-sector e-learning platform and tailored programs for cooperatives and regional young entrepreneurs. In 2025, we aim to scale up through the Digital Generation Initiative, actively preparing a new wave of Moroccan talent capable of driving innovation across Africa.

The JEI Label is a flagship component of Morocco Digital 2030. How does it contribute to positioning Morocco as an African tech hub?

The JEI Label goes beyond recognizing innovation—it actively supports it. It grants young enterprises access to strategic tools, such as an international payment card worth one million dirhams to fund marketing efforts, essential hardware/software, and entry to international markets while bolstering credibility with investors. Morocco is thus becoming a competitive African innovation platform.

The JEI Label fulfills a dual promise: a facilitator state and a national ecosystem aligned with global standards.

What key successes have JEI-labeled start-ups achieved?

The results are tangible and encouraging. A significant proportion of labeled start-ups have reached critical growth milestones: 52% are now in scaling phase, demonstrating their ability to expand rapidly. We also see sector diversification, particularly in Retailtech, e-commerce, and Healthtech. The label’s support has enabled many to secure funding, access new markets, or forge international partnerships. Beyond numbers, there’s a cultural shift: a bolder, more globally connected Moroccan tech entrepreneurship, focused on Africa and beyond.

What major innovations can we expect at GITEX Africa Morocco 2025?

GITEX Africa 2025 will be the most powerful edition yet, with an expanded exhibition space to accommodate over 45,000 visitors and 1,500 exhibitors in enhanced facilities. Special emphasis will be placed on supporting first-time participating start-ups to broaden opportunities for renewal. Cutting-edge technologies will take center stage: AI, Healthtech, Edtech, Green Energy, Climatech, SportTech… The event will transcend a mere trade show, becoming a continental beacon for pan-African synergies and global connectivity.

How will the start-up support program evolve in 2025?

In 2025, lessons from the past two years of bolstering Moroccan start-ups’ engagement with GITEX Africa will be amplified through Morocco 200—a strategic initiative to select and support 200 innovative Moroccan start-ups, solidifying their role as engines of national entrepreneurial growth and international promotion.

The 2025 edition includes key enhancements, such as intensive bootcamps to prepare start-ups for the demands of a global-scale event and maximize their impact. The year began dynamically, with a promotional tour for Morocco 200 across four major cities in February 2025 (Agadir, Tangier, Casablanca, and Fez). These roadshows, organized in close collaboration with the Ministry of Digital Transition, sparked high-level dialogue, strong regional engagement, and media coverage far beyond mere hype.

As part of this vision, the ADD will execute two strategic actions: Continuous support for enterprise digitalization, including collective advisory sessions to address start-ups’ specific technological needs and operational deployment challenges; Through Morocco 200, our goal is to cultivate a new generation of competitive Moroccan start-ups poised to play a pivotal role in Africa’s digital economy.