Marrakech Coffee & Tea Festival

The project

The Marrakech Coffee & Tea Festival is both a business and a cultural event, devoted to coffee, tea and the art of hospitality. Its first edition had to set an international ambition from day one: a trade fair, a national championship, talks, concerts and pavilions of producing countries, all on one site.

Opened by Mr Nizar Baraka, Minister of Equipment and Water, in the presence of ambassadors, it brought together exhibitors and partners from Africa, Europe, Asia and Latin America. Rwanda was the guest country of honour.

Our role

For the IRFAN Foundation, Majestic Events handled the organisation and production of the event:

• Concept, coordination and overall supervision
• Scenography, sound, lighting and signage
• Management of technical suppliers
• Exhibitor coordination, welcome and on-site logistics
• Invitation letters for foreign delegations' visas
• Security, VIP catering and institutional areas
• Production of concerts, masterclasses and the championship
• Budget tracking and reporting to the foundation

One site, many worlds

Across more than 10,000 m², the site brought together the exhibition hall and country pavilions, the Moroccan Coffee Masters Championship area with its live rounds, three conference rooms named Koutoubia, Albahia and Menara, a music stage, the Moul Atay tea museum created by Wright Tea, and a photography and painting exhibition.

On stage, 15 concerts and shows brought traditional Moroccan music (malhoun, Andalusian music, Aissawa, the Hadra of Chefchaouen with Rhoum El Bakkali) together with guests from around the world: the Rwandan troupe Itorero Icyeza Cy'Indatwa, artists from Indonesia, Peru and Austria, French singer Nâdiya, Marsha Yuan from Hong Kong and a Morocco–Italy creation.

Rwanda, the guest of honour, came with a large official delegation: eleven exhibitors, the national agency NAEB and its dance troupe. In all, 17 countries and 125 exhibitors from every corner of the world, and many delegations welcomed with their ambassadors, between official protocol, tastings and performances.

Behind the scenes

To give a sense of the scale of the production, here is what our teams designed, built and ran over three days:

• The exhibition hall and country pavilions
• The championship area, with its tasting zones
• Three conference stages: 61 talks and panels, 18 workshops and masterclasses
• The music stage: 15 concerts and shows
• The Moul Atay tea museum and the photography and painting exhibition
• The VIP Lounge and the B2B Lounge for business meetings
• The food court
• The 60-page official magazine

The 2025 programme

• 61talks and panels
• 18workshops and masterclasses
• 15concerts and shows
• 3conference stages

Organised jointly with the authorities

An event of this size is never built alone. The festival was organised in close coordination with the Wilaya of Marrakech, the police, Civil Protection, ONSSA for food safety, and partner clinics for visitors' medical assistance.