Morocco’s economic capital, Casablanca, hosted the 5th edition of the Africa Place Marketing Forum on Wednesday and the meeting focused on the role of major events as catalysts for inclusive and sustainable territorial attractiveness in Africa.
Major events are proving to be powerful catalysts for strengthening territorial attractiveness in Africa by promoting inclusive dynamics and sustainable development for local communities.
Organized by Casablanca Events and Animation, this initiative highlights the potential of sporting, cultural and economic events to transform African territories.
In this sense, the President of the Casablanca Municipal Council, Nabila Rmili, stressed that the city, in the run-up to the 2025 Africa Cup of Nations and the 2030 World Cup, is focusing its efforts on infrastructure and post-event legacy.
However, she noted the need for innovative citizen mobilization to maximize these opportunities. For his part, the general manager of Casablanca Events and Animation, Mohamed Jouahri, discussed the role of the territorial brand “We Casablanca” as a driver of development and attractiveness, while recalling that international events offer the city a unique opportunity to reaffirm its status as a leading African metropolis.
The vice-president of the Regional Council, Asmaa Belkeziz, highlighted the structuring impact of major events on territorial identity and sustainable development, in line with the Regional Development Plan.
Concerning tourism, the president of the Casablanca-Settat Regional Tourism Council, Othman Cherif Alami, recalled the region’s ambitious objectives, including reaching 6 million tourists by 2030.
He called for the organization of international events and the construction of suitable infrastructure to strengthen the influence of Casablanca and the region within the African continent.
This edition of the APM includes workshops, certifying master classes and discussions dedicated to exploring major events as a lever for development. On the sidelines of the forum, the third African Tourism Forum in Casablanca explores the synergies between tourism and events, with a particular focus on African destinations.
SL/te/fss/gik/APA