What message is Morocco hoping to convey to the rest of the world? 
It is a message of harmonious diversity and continuous progress. People sometimes just know one facet of Morocco. The opportunity is to showcase the kingdom in all its dimensions. Tourism is not a separate narrative to business because if you want to invest in a country, you want to be able to enjoy the lifestyle and the culture. It is the harmony of everything co-existing together but also feeding each other. 

How would you describe the relationship between Morocco and the UK in its current form? 
It’s excellent. We have 800 years of history between two increasingly connected kingdoms. But over the last few years we have reached a new level. Our alliance is diverse and continues to expand for the benefit of our people. We are working ever more closely on regional security and migration. Our trade relations have doubled since the signing of our association agreement in 2021 – Morocco supplies much of the affordable fresh produce on supermarket shelves for British consumers. We are also accelerating our collaboration in research and innovation, exploring projects in green energy that could soon power British homes from Morocco. 

How can this successful relationship continue to develop?
By fostering an even deeper mutual understanding of our respective priorities and strategic interests, and bringing more investment into high-tech sectors such as fintech and green industrialisation. We can establish further bridges in terms of education and culture by drawing on the Moroccan community in the UK, for instance. These human ties are very important and more and more of the younger generation speaks English. They are tomorrow’s ambassadors.