The Saudi Franchise Expo (SFE) 2024 kicked off on January 28 in Riyadh with the participation of several countries, including Morocco.
Morocco is represented in this event by the Moroccan Franchise Federation (FMF), which is participating with a large pavilion that includes stands of around ten national brands in various economic sectors.
During this global economic meeting, which is underway until January 31, Moroccan entrepreneurs and investors will be able to forge cooperative links with other exhibitors, and attend the exhibition’s various programs, including seminars, workshops and consultancy meetings.
The opening ceremony was marked by the presence of the Kingdom’s ambassador to Saudi Arabia, Mustapha Mansouri.
Business franchising has become one of the fastest growing non-oil sectors in Saudi Arabia, with an annual growth rate of approximately 27%. The market value of business franchising in the Middle East and Africa is estimated at USD 30 billion, almost half of which goes to Saudi Arabia.