The Valencian Community is positioning its furniture and lighting industry in Morocco ahead of the 2030 World Cup

Photograph. Valencia.

Internationalization of the Habitat Sector

Ivace+i Internacional, in collaboration with ANIEME, has organized a trade mission with specifiers from Morocco to promote the furniture and lighting offerings of the Valencian Community. The initiative aims to capitalize on infrastructure projects linked to the 2030 FIFA World Cup.

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Ivace+i Internacional, in collaboration with the Asociación de Fabricantes y Exportadores de Mueble de España (ANIEME), has promoted a trade mission with key influencers of Marruecos to position the furniture and lighting offer of the Comunitat ValencianaThe initiative seeks to capitalize on infrastructure projects linked to the 2030 FIFA World Cup.

Valencian strategy to capitalize on the 2030 World Cup

The organization of this mission of Moroccan influencers is part of a strategic plan designed to help Valencian companies take advantage of the significant business opportunities that the 2030 World Cup will generate. This has been confirmed Mónica Payá, Director General of Entrepreneurship and Internationalization, who has detailed the organization's roadmap.

"This action is organized within the framework of a plan of activities promoted by Ivace+i Internacional, In collaboration with ANIEME, to take advantage of the opportunities identified in Marruecos "On the occasion of the 2030 World Cup and other sporting events," he declared PayáThe CEO noted that this initiative follows up on a previous business meeting in the North African country and precedes future key actions.

According to Mónica Payá, who are "Marruecos It is in our sights and, therefore, we will complement these actions with a new mission of international guests on the occasion of Habitat 2026 and an event in Casablanca in November." The goal is to consolidate the presence of Valencian industry in a rapidly expanding market.

Concrete results and opportunities for the habitat sector

During their stay, the delegation of Moroccan specifiers, key professionals in decision-making for the development of hotels and facilities, visited the showrooms and facilities of eleven companies specializing in furniture and lighting. They also held direct business meetings with nine other companies in the Comunitat Valencianathus expanding the scope of the mission.

This initial contact is considered fundamental for Valencian companies to integrate into the value chain of the major projects that will be developed in Marruecos in the coming years. The focus is on contracts for the outfitting of hotels, resorts, public facilities, and commercial and sports venues. "This type of initiative allows us to project the image of the Comunitat Valenciana as a competitive business ecosystem, with a wide range of solutions for architecture and interior design projects, hospitality and equipment," he explained. Payá.

Table 1: Summary of the trade mission in the Valencian Community.

Mission Concept	Figure
Companies with visits to facilities and showrooms	11
Additional business meetings (B2B)	9
Total number of Valencian companies contacted	20

Key points and frequently asked questions about opportunities in Morocco

How does this initiative affect habitat companies in Spain?

This mission opens a direct route to the Moroccan market for companies in the Comunitat ValencianaThis positions them favorably for major equipment contracts. For other Spanish companies in the sector, it sets a precedent regarding the importance of public-private partnerships for accessing strategic markets and the relevance of connecting with local specifiers to secure projects.

What business consequences will the 2030 World Cup have for Spanish exporters?

The 2030 World Cup represents an opportunity that extends far beyond the housing sector. Significant investment in infrastructure (stadiums, hotels, transportation, technology) is expected, generating demand for companies in construction, engineering, consulting, digital services, and event management. Spanish companies, due to their geographical proximity and experience in large-scale events, are in a competitive position to secure substantial contracts.

What should exporters know about the Moroccan market?

Export managers should consider Marruecos as a market undergoing rapid modernization and with a growing demand for quality products and services. It is a strategic business partner for EspañaHowever, it requires understanding its cultural and business specificities. The role of the local specifier (architects, interior designers, engineers) is crucial, as they are the ones who specify the materials and suppliers for the most important projects.