Juan Antonio Vidal: ‘Our great discovery in Morocco has been the talent and human resources it has to offer’

Among the representatives of Spanish companies present in Morocco who attended this Doing Business event to share their experiences was Incom Group, a company dedicated to the engineering, design and manufacture of material kits for the wind turbine industry. Its manager in Morocco, Juan Antonio Vidal, shared his thoughts with Atalayar.

Morocco was the guest of honour at IMEX Madrid 2025, where it held its Doing Business event, which you attended as in previous editions. What can you tell us about these events to promote trade relations between Spain and Morocco?  

I had the pleasure of participating in a previous event in Valencia, and for me it is very important to be able to show Spain the possibilities, risks and opportunities that Morocco has to offer, because it is not only about the positive aspects, but also about the risks involved in starting an industrial activity, in this case in Tangier, in the north of the country. 

You have been working in Morocco for five years now, in a sector as strategic as renewable energy. What has been your experience since you first arrived there and how has it developed so far? How has it evolved?  

When we are treated as a success story, we always like to boast that we consider ourselves more of a survival story, because since the decision was made, in the midst of the pandemic, to internationalise to Morocco, we have gone through a post-pandemic period, a pandemic, and a geopolitical crisis at certain times, with border tensions between Spain and Morocco. We have suffered international logistics problems that have caused us real headaches and highlighted the fact that we have great professionals. We have even been through floods and earthquakes. After that experience, the truth is that it has given us a wealth of experience that allows us to look forward to a very promising future. In these two years, if I had to boast about anything, it would be the discovery that Morocco has been for us with its talent pool, that is, the human resources that the country has to offer, which we can use as a tool, the main tool that any company can have. Without a doubt, the talent that Morocco has been a great discovery.  

It is also a very young population that is increasingly well educated. Have you recruited local talent for the company? 

Yes, one of the pieces of advice we always give to companies that consult us is to sign agreements or partnerships with universities and vocational training centres in Morocco, because they will provide them with a great resource for a company, which is the workforce. To give you an example, our branch in Morocco has the lowest absenteeism and staff turnover rates in the entire group. And we are talking about a business group with a presence not only in Spain, but also in Poland, India, the United Kingdom... This is therefore a clear example that things can be done well in Morocco.  

Morocco is firmly committed to a sector such as renewable energy, which is strategic for the future and in which you play an important role... 

Yes, especially because it is not only a commitment to strengthening that energy ecosystem, but also to supplying green energy. The goal for 2030 is to reach 50% [of the energy mix], which is very difficult, but as a challenge, it is extremely important. Morocco is very clear about ‘Made in Morocco’, i.e. manufactured, made in Morocco, for Morocco and, in any case, for export. This clear idea makes it easier for companies like ours to complement European activity from a strategic location such as Morocco and, in this case, Tangier. 

Did you find any tax or bureaucratic advantages or other facilities when setting up the company? 

The truth is that the Industrial Acceleration Zones have been essential in facilitating this process. It is true that we have an administration in Morocco (and I say we because, after five years living there, it comes naturally to me to say we) such as the Regional Investment Centre or the support of the Chambers of Commerce, which give you a sense of viability and visibility of where you need to go and try to advise you where not to go. Often, in investment and industrial development, you have to be more careful about what not to do than what to do. 

How important is your infrastructure network, such as the port of Tangier Med, high-speed rail lines, motorways, etc., in attracting investment to Morocco? 

We are talking about a country with annual growth of 8%. Tangier Med as a port continues to grow, but they are also investing in a new port in Nador, which is also very good for Europe because of its important connection in that area closer to Melilla. We want Morocco's commitment to industry to be something that we do not consider a risk for Europe in the coming years, but rather an opportunity. 

And from your position as a success story or a case of survival, whichever you prefer, what would you recommend to Spanish companies that are thinking of setting up in northern Morocco? 

First of all, the word that always comes to mind when I hear this question is commitment. You need committed management, management that is constantly present there. Yesterday, a Spanish consultant who is working with companies that are setting up there told me: He said to me: ‘Juan, I tell all my clients that they may have to make a big effort, a big commitment’. The second thing is adaptation, but I think that's something that's key to the internationalisation process for all companies. You have to know how to adapt to the socio-cultural environment you're operating in, you have to know how to choose very good partners, suppliers, services that have to be at your side... so that the risks are minimised as much as possible.