Beyond the Booth: What AAAEXPO Morocco 2026 Revealed About Africa’s Entertainment Potential

After years of travelling across Europe, visiting customers, attending trade shows and developing new business opportunities, I thought I had experienced almost everything the entertainment industry could offer.

Then came Morocco.

From 20 to 25 October 2026, I travelled to Rabat to represent Zone Laser Tag at the African Amusement & Attractions Expo (AAAEXPO), together with Hugo, our French distributor.

To be perfectly honest, after a particularly busy period of travelling and installations, I wasn’t exactly looking forward to another business trip. But sometimes the opportunities you least expect turn out to be the most interesting.

And Morocco certainly surprised me.

A Growing Presence, a Promising Future

For Zone Laser Tag, our involvement in the African market is still relatively recent. We started developing relationships in the region around two years ago, including our first customer in Tunisia.

However, what became clear during the exhibition was the considerable potential for future growth.

AAAEXPO brought together investors, operators, suppliers and entrepreneurs interested in developing entertainment facilities across Morocco and other African markets.

Although the exhibition had an international focus, most of our conversations at the stand were with Moroccan visitors and investors.

This gave us a valuable opportunity to understand the local market, its ambitions and the type of entertainment concepts investors are looking to introduce.

One particularly interesting discussion involved an investor with plans to develop five entertainment locations.

These conversations demonstrated that the interest goes far beyond individual attractions. Investors are increasingly exploring complete entertainment concepts and long-term business partnerships.

The Product Is Only the Beginning

At Zone Laser Tag, we offer more than laser tag equipment.

Of course, our HELIOS3 system and our BEGEARA3 phaser-only solution attracted considerable interest during the exhibition.

However, what I repeatedly explained to visitors, including during interviews with local television and radio, is that supplying the equipment is only one part of creating a successful entertainment attraction.

A successful project also requires thoughtful planning, professional arena design, installation, staff training, reliable technical support and a clear understanding of the operator’s business model.

Beyond laser tag, our international network of partners enables us to support projects involving virtual reality, mini-golf, bowling, arcade games, climbing walls, soft play and trampoline parks.

For investors planning larger family entertainment centres, having access to this wider expertise can make an important difference.

It is not simply about selling attractions. It is about helping operators create experiences that customers want to return to.

Sometimes the Best Opportunity Is Already Inside the Building

One of the most interesting aspects of the exhibition was discovering how existing entertainment businesses could benefit from introducing additional attractions.

A good example was our discussion involving Rabat FunPark and its Avatar VR attraction.

Rather than developing an entirely new facility, the opportunity was to explore how laser tag could complement an existing entertainment concept.

Our compact BEGEARA3 system can be particularly interesting in these situations.

Its phaser-only design allows operators to introduce laser tag without the infrastructure requirements associated with a traditional vest-based arena.

Depending on the available space and business model, it can be used as a permanent attraction, an additional activity within an existing venue or a flexible mobile entertainment solution.

For me, this is an important part of understanding the market: not every customer needs to build a completely new entertainment centre.

Sometimes the best opportunity is already inside the building.

A Recommendation That Travelled from Tunisia to Morocco

Another encouraging development was a connection linked to our existing business in Tunisia.

Around two years ago, we established a relationship with a Tunisian customer who invested in Zone Laser Tag technology.

That relationship has now helped create another opportunity through a personal recommendation.

The new project is located in Djerba, Tunisia, where an investor is developing a family entertainment centre combining several attractions, including laser tag.

The proposed laser tag area is approximately 231 square metres, with an initial concept based on 16 HELIOS3 units.

The project is currently in the planning stage, with further discussions covering arena layout, interactive equipment, lighting, sound and the overall customer experience.

What makes this particularly meaningful is how the connection developed.

A customer who already knows our technology recommended us to another investor.

For me, that is one of the strongest foundations for international growth.

Good products are important, but trust, customer satisfaction and long-term relationships are what create sustainable business opportunities.

The Ambition Behind the Exhibition

AAAEXPO was organised by TLS Groupe and Webloo, with SMIT involved as a strategic partner.

What impressed me was the ambition behind the event.

The organisers were not simply bringing together exhibitors and visitors. They were creating a platform for discussions about investment, tourism, leisure development and the future of the entertainment industry in Morocco and the wider African region.

During the exhibition, we had the opportunity to exchange ideas with business leaders, investors and representatives connected to economic and tourism development.

These conversations helped us better understand the opportunities and challenges facing the market.

For an international company entering a developing market, these connections are extremely valuable.

The exhibition also gave us the opportunity to present Zone Laser Tag through local media interviews.

Standing in front of a television camera is certainly not my favourite part of the job, but sometimes stepping outside your comfort zone is simply part of representing your company internationally.

And in the end, it was another memorable experience.

An Evening That Captured the Moroccan Welcome

Beyond the business meetings, one of the highlights of the visit was the official gala evening on 22 October, held at the historic Chellah site in Rabat.

The location, atmosphere, music and hospitality created a truly memorable evening.

It was an opportunity to meet people in a more relaxed environment, exchange experiences and appreciate the culture behind the country hosting us.

Morocco is a fascinating combination of tradition, ambition and genuine hospitality.

Of course, every international trip comes with unexpected moments, cultural differences and occasionally a few surprises.

But that is also part of what makes travelling and developing business internationally so interesting.

You return home not only with new contacts, but also with new experiences and a different perspective.

What I Am Taking Home

Looking back at AAAEXPO Morocco 2026, I see the exhibition as a valuable first step towards developing stronger relationships in the region.

We came to introduce our technology, explore the market and understand its potential.

We returned with promising business discussions, new contacts, potential projects and a much clearer picture of the opportunities ahead.

The African entertainment market is diverse, and every country has its own characteristics, expectations and challenges.

There is still a great deal to learn, and building successful projects will require patience, local knowledge and reliable partnerships.

But the ambition and enthusiasm we encountered in Morocco give us good reasons to look forward with confidence.

I would like to thank the AAAEXPO organisers, the people who welcomed us so warmly and everyone who took the time to visit us and share their ideas.

And a special thank-you to Hugo, our French distributor, for his support, excellent cooperation and for sharing this experience with me.

I hope this is only the beginning.