Marrakech smells like jasmine, spice, and ambition. That’s the best way I can describe the energy at GITEX Africa 2025, which kicked off on Monday with over 1,450 exhibitors, 350 global investors, and 650 speakers from 130 countries.
Now in its third edition, GITEX Africa—now solidified as the continent’s biggest tech and startup show—has positioned Morocco as a continental tech hub, thanks to serious government backing and a growing appetite for innovation. Thousands of people swarm around the sprawling Place Bab Jdid, Bd Al Yarmouk, a venue so massive you could easily miss your way (full disclosure: I got lost thrice). Booths buzzed with product demos and investor pitches, while the stages hosted deep conversations on everything from renewable energy, the future of finance to telecom infrastructure. Notably, Flutterwave CEO Gbenga Agboola spoke to TechCrunch’s Tage Kene-Okafor about the company’s growth from local disruptor to a global fintech powerhouse.
“GITEX is no longer just an occasion to showcase the latest innovations, but has become a strategic place to strengthen digital inclusion between African countries, to build bridges of cooperation with our international partners, and to accelerate the pace of sustainable digital transformation,” said Mohammed Drissi Melyani, Director General of the Digital Development Agency.
That ambition is visible on the ground. Morocco has attracted foreign direct investment into tech and innovation. In 2024, the Northern African country ranked fifth on the continent after raising $70 million, according to funding tracker Africa: The Big Deal.
At the opening ceremony, Amal El Fallah Seghrouchni, Morocco’s Minister of Digital Transition and Administration Reform, reminded us that the digital economy now contributes 15% of global GDP. “Aware of the challenges of this digital revolution, the Kingdom of Morocco is actively committed to building a future where digitalization, and through it AI, constitutes a lever for progress, for the benefit of all,” she said.
This year’s GITEX isn’t just bigger, but broader. New country pavilions popped up from Gabon, Uzbekistan, Belgium, and Niger. Beyond the typical focus on AI and cybersecurity, the agenda now covers sports tech, energy transition, and edtech. I spotted the Nigerian pavilion, where the National Information Technology Development Agency (NITDA) brought 12 promising startups to showcase innovations from fintech to agritech. One of these startups, Flowdiary, is teaching digital skills such as digital marketing, graphic design, and cybersecurity in Hausa. Ibrahim Auwal, the company’s senior technology officer, told me that the platform has grown to 13,000 users since its inception in 2022.
At the 10X stage, I moderated a fireside chat titled “The Future of Education, Technology, and Investment: Driving Innovation and Entrepreneurship in Africa.” My panelists, Melvyn Lubega, Founding Executive at Go1 and Partner at Breega, and Yassine Laghzioui, CEO of UM6P Ventures, did not hold back.
Both panelists stressed the need for more local capital and more collaboration between government and startups, especially in the light of the changing geopolitical landscape with USAID funding cuts and U.S. President Donald Trump’s trade war.
“I see a great opportunity for Africa in the current market conditions,” an optimistic Laghzioui told our audience. “This is the best time for investors to come to Africa.”
I will be speaking with three investors later on Wednesday on how African startups can continue to unlock venture capital from the U.S in the current market conditions. I hope to find more answers.
Walking through the exhibitor booths, I stopped by Visa’s setup, right opposite the Future of Finance stage, and yes, I couldn’t resist taking a picture with the AFCON trophy on display. I hope the Super Eagles bring it home this time. Moments like that remind you that this isn’t just about tech, it’s about culture, pride, and continental ambition.
Trixie LohMirmand, CEO of KAOUN International, the show’s organiser, summed it up best: “This event has evolved into a powerful platform driving Africa’s digital future… connecting African innovators and talent with global markets, and empowering the next generation to build, revolutionise, and lead the AI economy.”
If you ask me, I’d say GITEX Africa is Morocco’s diplomatic and economic bet on technology and innovation. The North African nation is making a bold bid to become the continent’s innovation capital, and it’s doing so with scale and purpose.
