Residents of Marrakech have a reputation for warmth and humour, so it's unnecessary to be too formal when doing business in the city. In personal business communication, plain speaking and a willingness to make eye contact are much appreciated. Greetings even among new acquaintances can last several minutes, and it's not uncommon for men to continue to grip one another's hands for several minutes after shaking. Do not use your left hand, which is traditionally reserved for the bathroom. Women may exchange air kisses in addition to a handshake.

Such friendliness is considered a normal part of doing business, so don't be too quick to pull away from a handshake or segue from pleasantries into business. However, overly casual presentation can be interpreted as rudeness or laziness so businesspeople should maintain a smart appearance, even though suits are not expected. Women and men alike should ensure their clothing is not clingy or revealing, and covers shoulders and knees. Appointments for meetings should be made in advance and, while punctuality is appreciated in Morocco, it is wise to allow some degree of leeway regarding timing.

Negotiations often involve a great deal of bargaining and consultation punctuated with social interaction to build up a trusting relationship between the two parties. A deal may take a while to come about in Morocco but curt attempts to rush the process may scupper the arrangement. Contrary to Western business dealings, which are mostly conducted on a one-to-one level, visitors here should expect to deal with a number of businesspeople connected to the firm. Although many executives speak English, French is the preferred language of commerce in Morocco. Normal business hours in the new city are roughly Monday to Friday 0830 to 1200 and 1500 to 1830 (Monday to Friday0900 to 1500 during Ramadan).

Moroccans are immensely hospitable people but do also expect courtesy from their guests. If invited to a Moroccan's home, it is customary to take sweets, a small gift (such as Western perfume or a traditional food from abroad) or treats for children (such as sweets or toys). Mint tea and sweets or other refreshments will be offered, and it is impolite to refuse.

Hands should be washed before all meals and only the right hand should be used to handle food. Visitors should not smoke, eat or drink in public during Ramadan and, at other times of the year - follow the example of your host. It is always wise to refrain from asking for alcohol if it is not readily visible - the rules of hospitality would require the host to provide it and this may be in conflict with his or her religious beliefs. However, if invited to a club or bar, it is perfectly acceptable to enjoy a drink with your colleagues.