Morocco is mounting an international campaign to attract foreign investors to bolster its economy.

The print and TV campaign will target French and Spanish markets to convince investors that Morocco offers more than just tourism opportunities, Industry and Trade Minister Ahmed Reda Chami said on Monday (June 21st) while announcing the campaign.

Morocco is marketing itself as a logistical springboard with an extensive free-trade network that offers access to 1 billion customers in the EU, the US, Turkey, the Mediterranean Arab nations and West Africa.

Siham Ali Foreign investors in Morocco

The campaign is aimed at European companies seeking to become more competitive, and conveys the message that Morocco is ready to welcome them.

But economist Ahmed Chouaibi told Magharebia that potential foreign investors must keep an eye on government bureaucracy, access to property, the enforcement of court decisions and transport logistics.

"Although Morocco has witnessed a number of reforms over the past few years, much remains to be done to attract more foreign investors, in particular by developing the principle of the 'one-stop shop' responsible for processing applications and giving guidance to investors," he said.

Chouaibi said the World Bank's "Doing Business" report said Morocco must try harder to attract foreign investors.

"As regards the creation of companies, the compulsory procedures in Morocco are within the rules laid down by the OECD and are also compliant with the time-limits," Chouaibi said. "But the cost is too high compared to that in other countries that are part of the same organisation."

Yassine Merdi, a Moroccan living abroad, has been hesitant to invest in Morocco for a long time because of administrative difficulties.

"My friend returned to Morocco two years ago to set up a call centre. He managed to set it up, but he's been unable to do business because of problems with various authorities, which have been slow to deal with the claims. So I don't know whether I'd be able to overcome the administrative hurdles and implement my plan," said Merdi.

Trade Minister Chami told Magharebia that Morocco is trying to solve investment-related problems. The government has established a committee tasked with improving the business climate and lessening the difficulties, he said.

"With regard to justice, efforts are being made to improve the mediation and arbitration system that deals with business disputes. As for real estate, for the first time ever, Morocco now has an integrated plan for the creation of 22 industrial platforms. Things are getting better," he said.

"It won't happen overnight, and we won't be able to do anything until the business environment is completely overhauled," he added.

Foreign investors targeted by the publicity campaign will be welcomed by a "one-stop shop" that will deal with all administrative difficulties, Chami added.

By Siham Ali for Magharebia in Rabat