Tangier, November 27, 2025 – During the tenth edition of Italian Cuisine Week in the World (Settimana della Cucina Italiana nel Mondo), the annual thematic event dedicated to promoting Italian cuisine and quality agri-food products, organized by the network of Italian Embassies, Consulates, Italian Cultural Institutes, and ICE offices abroad, the Italian artisanal gelato industry is taking center stage in Morocco with a comprehensive program for students at the Higher Institute of Hospitality and Tourism (ISHTAT) in Tangier.
The initiative aims to disseminate knowledge, skills, and values of Italian gelato-making tradition, fostering cultural and professional exchanges with Morocco, a country experiencing strong growth in the hospitality and restaurant sectors.
Strategic Partnership for Gelato Excellence
The initiative results from collaboration between several key partners:
- ACOMAG – Association of Manufacturers of Machines, Equipment, Display Cases and Furnishings for Ice Cream Shops
- IEG – Italian Exhibition Group, organizer of SIGEP World – The World Expo for Foodservice Excellence, the leading international trade fair dedicated to artisanal gelato, pastry, coffee, baking, and pizza, held annually in Rimini, Italy, every January
- Unione Italiana Food – Gelato Products Group, representing Italy's leading manufacturers of ingredients and semi-finished products for artisanal gelato production
- ITA – Italian Trade Agency, providing coordination and logistical, promotional, and operational support through its Rabat office
Comprehensive Gelato Masterclass: From Theory to Practice
The day centers around an intensive training masterclass led by leading industry experts:
- Nicola Iannucci, Vice President of ACOMAG
- Mirco Venturi, Italian master gelato maker
- Mounir Bensaoud, director of Dino Italian gelato shop in Marrakech
Masterclass
The masterclass offers students comprehensive training in Italian artisanal gelato, combining theory and practice:
- History and Culture: Introduction to gelato tradition and Italian gelato-making heritage
- Production Process: Detailed explanation from mixture preparation to churning (mantecazione) and preservation
- Ingredients Analysis: In-depth study of ingredients and their role in recipes, focusing on bases, pastes, and products from Italian companies
- Food Safety: Dedicated module on hygiene, sanitation, and HACCP principles
- Recipe Formulation: Fundamentals of recipe development and mixture balancing
- Hands-on Demonstrations: Practical production of cream-based and fruit-based gelato
- Guided Tasting: Evaluation of texture, flavor, and gelato quality
Celebrating Italian Gastronomic Culture Worldwide
Participation in Italian Cuisine Week confirms the artisanal gelato industry's ongoing commitment to promoting a recognized symbol of Italian food and wine tradition. Through educational initiatives for young people, the goal is to spread a culture of taste based on quality, craftsmanship, and innovation, while creating professional opportunities in a rapidly expanding sector.
Morocco: A Land of Contrasts and Growing Flavors
Tourism Boom Drives Gelato Market Expansion
Morocco is emerging as one of the most promising destinations for investments in the artisanal gelato sector. With 17.4 million international tourists in 2024 – a record that made it the most visited country on the entire African continent – and 24% growth in the tourism sector in the first two months of 2025, the Kingdom of Morocco offers fertile ground for investors in the confectionery sector.
Market Growth and Opportunities
The ice cream market in the Middle East and North Africa region is experiencing significant expansion, with the artisanal segment recording a compound annual growth rate (CAGR) of 6.36% projected through 2030. This growth is driven by several converging factors:
- Accelerated urbanization
- Emerging middle class with increased purchasing power
- Growing social media influence on youth consumption patterns
- Expansion of the HORECA sector (hotels, restaurants, cafés) fueled by the tourism boom
Why Morocco Stands Out for Gelato Business
What makes Morocco so special? The answer lies in its:
- Strategic geographical position
- Political stability
- Developing infrastructure
- Rich culinary culture that pairs perfectly with artisanal gelato innovation
From the spice-scented souks of Marrakech to the modern districts of Casablanca, the country offers a unique blend of tradition and modernity reflected in business opportunities.
Market Potential and Competitive Landscape
The Moroccan market still shows significant under-penetration compared to European standards, with ample room for qualified operators. Competition, while present with various industrial brands and some local gelato shops and pastry shops offering ice cream, has not yet saturated the market, especially in the premium Italian artisanal segment. This scenario creates concrete opportunities for visionary entrepreneurs ready to invest in a rapidly evolving market.