Organized by Casablanca Events and Animation, this two-day event highlights the strategic role of major events in the attractiveness and transformation of territories, advocating an inclusive and sustainable approach.
Speaking at the opening of the forum, the president of the Casablanca municipal council, Nabila Rmili, expressed the desire to boost cultural and artistic action in Casablanca, the most popular events in the economic capital being supported by the private sector, that this type of event constitutes a catalyst for holistic and inclusive territorial attractiveness.
In this sense, she indicated that on the eve of the CAN 2025 and the 2030 World Cup, the city is focused on infrastructure projects and the post-World Cup legacy, adding that the engineering of the inclusive citizen mobilization has, however, not yet been noted for a search for innovative solutions.
For his part, the general director of Casablanca Events and Animation, Mohamed Jouahri, explained that Africa Place Marketing constitutes a unique opportunity to position the metropolis as a key player in territorial marketing in Africa, by promoting close collaboration with local stakeholders to ensure their needs are taken into account and ensure a positive legacy for future generations.
Specifying that this year’s theme highlights the essential role of events in the transformation and promotion of the territory, Mr. Jouahri indicated that this same theme aims to explore sporting, cultural, or economic events, which can strengthen the attractiveness of the city and promote inclusive and sustainable development by involving all the stakeholders concerned.
“Casablanca is today proud of its territorial brand Wecasablanca which aims to be a real engine of development and attractiveness, and which embodies the importance of identity in territorial marketing,” he continued, affirming that The organization of sporting events constitutes a fantastic opportunity for Casablanca to reaffirm its role as a leading African metropolis and to accelerate its economic, cultural and sporting development.
For her part, Asmaa Belkeziz, vice-president of the Council of the Casablanca-Settat region, highlighted the structural role of the organization of major sporting, cultural, artistic, tourist and economic events in the construction of territorial identity. .
“The growing interest aroused by events and their strategic dimension testifies to the commitment of all our competent bodies to act in favor of sustainable development through awareness-raising and promotion actions, in addition to the establishment of a coherent, sustainable and long-term financing strategy,” she said.
Ms. Belkeziz, in this sense, observed that the Regional Development Plan (PDR) promotes important projects in favor of the promotion of cultural and creative industries, cultural festivals and major sporting events.
“This can only be achieved by organizing events of an international nature, but also by building the necessary infrastructure adapted to this type of event in the region,” he added, noting that Casablanca is an exotic and multicultural city in the African world, and is known worldwide.
On the program for this edition, a Think Tank dedicated to the exploration of major events as catalysts for development, as well as certified Master Classes which will allow participants to deepen their skills in territorial marketing, a morning dedicated to tourism with the third edition of the African Tourism Forum in Casablanca, in partnership with the Regional Tourism Council on the theme “Major events catalyze the sustainable tourism development of African destinations”.
What are the key benefits of major events for urban development?
Interview between Time.news Editor and Territorial Marketing Expert
Time.news Editor: Good day, everyone! Welcome to our special segment where we dive into the recent developments in territorial marketing. Today, we have the privilege of speaking with Dr. Amine Badr, an expert in urban development and territorial marketing. Dr. Badr, thank you for joining us.
Dr. Amine Badr: Thank you for having me! It’s a pleasure to be here.
Time.news Editor: We recently witnessed the organization of a two-day forum in Casablanca focused on the strategic role of major events in enhancing the attractiveness of territories. Can you share some insights on why events are so crucial for places like Casablanca?
Dr. Amine Badr: Absolutely. Major events serve as catalysts for economic and cultural transformation in cities. They draw attention, resources, and visitors, which can significantly boost local economies. As highlighted by the president of the Casablanca municipal council, Nabila Rmili, these events foster holistic and inclusive territorial attractiveness. When planned effectively, they can leave a lasting legacy, especially with the upcoming CAN 2025 and the 2030 World Cup on the horizon.
Time.news Editor: Interesting! Nabila Rmili also mentioned a desire to boost cultural and artistic action in Casablanca. How do you see the integration of culture and arts enhancing this plan?
Dr. Amine Badr: The integration of cultural and artistic initiatives not only enriches the community but also makes the city more appealing to visitors. Events that showcase local culture can resonate with citizens and tourists alike, creating a sense of pride and identity. Additionally, as Mohamed Jouahri pointed out, including local stakeholders ensures that events truly reflect the community’s needs and desires. This inclusive approach is vital for sustainability and building a sense of belonging.
Time.news Editor: Speaking of inclusivity, there seems to be a call for innovative solutions for citizen mobilization. What are some strategies cities can adopt to ensure everyone is involved in these events?
Dr. Amine Badr: Good question. It’s essential to engage residents from the planning stages. Cities can conduct surveys, hold community forums, and collaborate with local organizations to gather input. Moreover, promoting volunteer opportunities and accessible programs during events can encourage participation. By fostering an inclusive environment, the impact of these events will be felt across all demographics.
Time.news Editor: Ouddenly, your mention of identity resonates with Casablanca’s territorial brand, Wecasablanca. How does a strong identity contribute to a city’s attractiveness?
Dr. Amine Badr: A robust territorial brand plays a crucial role in positioning a city in the competitive landscape. Wecasablanca can serve as a powerful beacon of what the city represents—its values, history, and aspirations. A well-defined identity helps attract investment, tourists, and talent, turning the city into a premier destination. It also helps create pride among residents, which can further enhance community commitment and participation in local initiatives.
Time.news Editor: Lastly, as Morocco continues to step onto the international stage with these upcoming events, what advice would you share with local stakeholders?
Dr. Amine Badr: My advice would be to embrace collaboration. Public-private partnerships are essential in maximizing the potential of events. Local stakeholders should actively communicate and work together, ensuring that the development strategies are not only economically driven but also socially and environmentally sustainable. By doing so, Casablanca can truly capitalize on its potential as a leading African metropolis.
Time.news Editor: Thank you, Dr. Badr, for your valuable insights today. It’s clear that the role of events in enhancing territorial attractiveness goes beyond mere entertainment; it lays the groundwork for sustainable development and community engagement.
Dr. Amine Badr: Thank you for having me! I look forward to seeing how Casablanca and other cities capitalize on these opportunities in the future.
Time.news Editor: And that wraps up our interview. Stay tuned for more updates on urban development and cultural initiatives!