We have shifted the perception of Czech companies in Morocco, says Jakub Atarsia

ELKO EP’s activities in Morocco have taken off at an unprecedented pace in recent months. The local CzechTrade Morocco office, headed by Jakub Atarsia, has also played a major role in establishing new collaborations and partnerships. He is a man of action who, together with his team, helps Czech companies find their way around the local environment and avoid dead ends. “We often deal with the very basics, but these have a fundamental impact on the success or failure of a project. We are their eyes and ears right in the territory, verifying market information and connecting them with relevant partners. At the same time, we organize trade missions, delegations, and participation in trade fairs, such as the recent Elec Expo, where we were very visible,” he says at the beginning of our joint interview.

What is Morocco focused on at the beginning of 2026?
Morocco is currently focused on essentially one thing – the ongoing African Cup of Nations. As we write this interview, Moroccan fans are streaming past our balcony on their way to the quarterfinal match against Cameroon. We will find out the result in a few hours. The atmosphere is palpable everywhere, from cafes to government offices, and for a moment, sports are overshadowing all other topics. Ramadan begins in a month, which will be another big event after the championship ends. In the background, there is also talk of the possibility of hosting the African Cup of Nations in 2028, as well as a slight decline in the Moroccan dirham. After Ramadan, other topics, more related to the economy and investment, which are currently taking a back seat, will come to the fore.

How is Morocco’s economy doing at the moment?
Morocco is facing a slight decline in the dirham and challenges such as youth unemployment and the state of public healthcare. These are issues that are increasingly coming up in public debate. On the other hand, there is massive investment in infrastructure, industry, and projects related to the World Cup. It is these investments that create a number of opportunities for foreign companies that are prepared to think long term.

What does a Czech company need to do when it wants to address the Moroccan market and local customers?
The basis is preparedness and realistic expectations. The company must know exactly what it offers, to whom, and why it should work on the Moroccan market. It is equally important to understand that entering the market is not a one-time event, but a process. At the same time, it must take into account the need to travel here, work on relationships, and systematically build its presence. Morocco is a highly competitive environment where Spanish and French companies in particular have long been strongly established. Without patience and personal commitment, it is not possible to succeed here in the long term.

It is often said that Morocco is the “gateway to Africa” for European companies. Do you think this is true?
Yes, but it needs to be said soberly and without unnecessary shortcuts. Morocco is stable, has good infrastructure, and strong ties to Western and Sub-Saharan Africa, so it can be a very good entry point. For many companies, it is also culturally and logistically more understandable than other African markets. At the same time, however, when it comes to product pricing in Morocco, further afield in Africa it is often only about price. We are also seeing a trend towards moving production to Morocco, either to reduce costs or to build parallel brands whose products are aimed at Africa with a lower price tag, but often also lower quality.

What is specific about the Moroccan market?
It is a mix of European rules, African dynamics, and the strong role of personal relationships. On paper, everything may look very formal, but the reality is different. Communication is more personal, decision-making processes tend to be slower and more trust-based. Religion also plays a role in business relationships, and those who ignore or underestimate this may unnecessarily close doors without knowing exactly why.

What values are local customers primarily focused on?
Trust, longevity, and personal contact are key. Business here is still largely conducted between people, not between companies as anonymous entities. Price is important, but it is rarely the deciding factor on its own. Reputation, references, and the ability to be flexible also play a big role. Local partners quickly recognize who is serious and who is just “testing the market” without a long-term plan.

How would you assess the past year for the office, and what do you consider to be its greatest success?
Definitely our status as host country at the Elec Expo trade fair. This is a breakthrough for the Czech Republic in Morocco, something we have never had at any trade fair before, and it has significantly changed the perception of Czech companies. We managed three trade fairs in one year and shifted not only the perception of Czechia in Morocco, but also the perception of Morocco among Czech companies. I am proud of this, but at the same time I do not think that this is the end or something definitive. As soon as you start to stagnate, something is wrong, and there is always room for improvement.

What activities are you planning for this year?
We are preparing several B2B missions, the specific focus of which I do not want to reveal yet. We want them to have a clear goal and real business potential, not just be formal visits. We are planning to participate in a food fair and are also preparing a Czech pavilion at the largest construction fair in the country. We want to build on the success of Elec Expo and systematically strengthen the Czech Republic’s presence at key trade fairs. At the same time, we are also looking towards the Sahara region and potentially Mauritania. The goal is to be visible where we see high growth potential and relatively low competition. Why not be the first to arrive somewhere?

What is amazing about Morocco? Whether culturally, geographically, or commercially?
The warmth of the local people is fascinating. Wherever you go, you encounter openness, willingness, and a feeling of safety. Personally, I also really enjoy their approach to children, which is very different from what we are used to in Czechia. Children are a natural part of public space and social life here. Our daughter loves it here – and that says a lot about the country.