Fès is at the center of a renewed push for economic revitalization, spearheaded by the Authenticity and Modernity Party (PAM). A recent gathering of party members and supporters on February 14, 2026, signaled a commitment to bolstering the city’s appeal to both tourists and investors, with a particular focus on improving connectivity and supporting local artisans. The event, described by observers as a demonstrate of force for the PAM, featured key party figures outlining a strategy to unlock Fès’s economic potential.
The push for a “new economic direction” comes as Morocco continues to navigate a competitive global landscape. The PAM’s proposals center on leveraging Fès’s unique cultural heritage and strengthening its position as a key economic hub. This initiative, known as a plea for a “new economic direction,” aims to address longstanding challenges and capitalize on emerging opportunities within the region. The focus on investment, employment, and economic performance underscores the party’s ambitions for the city.
Among those present at the February 14th meeting were Minister Adib Benbrahim, PAM regional secretary Mohamed Hejira, and parliamentarian Khadija Hajjoubi, alongside members of the party’s political bureau: Laarbi Lamharchi, Rachid El Abdi, and Hicham Lamhajri. The gathering served as a platform for Aziz Lebbar, a parliamentarian, vice-mayor of Fès, and former president of the Regional Tourism Council, to articulate a detailed plan for the city’s strategic repositioning.
Boosting Tourism and Air Connectivity
A central tenet of the PAM’s plan is a renewed emphasis on “territorial marketing” to enhance Fès’s attractiveness to tourists. Lebbar argued that the city’s rich heritage, thriving artisan sector, and vibrant cultural scene require a modernized promotional strategy with increased visibility in international markets. This includes targeted campaigns to attract visitors from Europe and emerging economies.
Equally essential, according to Lebbar, is the expansion of Fès’s air network. He called for the establishment of direct flight routes to key European capitals and emerging markets, asserting that each new connection represents an indirect investment in the city’s hospitality, restaurant, transportation, and artisan industries. “Connectivity remains a prerequisite for any sustainable economic takeoff,” he stated.
Supporting Artisans and Improving the Business Climate
The plan also prioritizes the revitalization of Fès’s traditional crafts sector, a cornerstone of the city’s economy. Lebbar advocated for modernizing production and distribution channels, digitizing artisan offerings, and providing greater support to local craftspeople. The goal is to transform this cultural heritage into a driver of value creation and job growth.
Addressing the broader investment landscape, Lebbar stressed the need to improve the business climate in Fès. This includes streamlining administrative procedures, upgrading industrial zones, and providing increased support to small and medium-sized enterprises (SMEs) and young entrepreneurs. He emphasized that “the youth of Fès demand opportunities, not privileges.”
Political Cohesion and Electoral Ambitions
The meeting also served as a display of party unity. Khadija Hajjoubi congratulated Mouhcine El Azami, who is slated to succeed her in her constituency. She also highlighted the commitment of local associations to provide aid to communities affected by recent flooding in Lakssar Lakbir and surrounding areas, underscoring the importance of inter-regional solidarity.
Mohamed Hejira emphasized the importance of party cohesion, expressing confidence that both PAM members and Fès residents would rally behind the party to secure a leading position in upcoming elections and continue the momentum of ongoing reforms and anticipated development.
Looking Ahead
The PAM’s initiative in Fès represents a significant effort to revitalize the city’s economy and strengthen its position as a key regional hub. The party’s focus on tourism, air connectivity, artisan support, and business climate improvement signals a comprehensive approach to addressing the challenges and opportunities facing Fès. The next step for the PAM will be to translate these proposals into concrete action and build broad-based support for their implementation. The party aims to consolidate its territorial anchoring and capitalize on a discourse centered on investment, employment, and economic performance.
Readers interested in learning more about the PAM and its initiatives can follow updates on the party’s activities and future plans. Further information regarding economic development initiatives in Fès can be found through official government channels and regional tourism authorities.
