Morocco has mobilised its cultural and economic stakeholders at MASA 2026, while simultaneously preparing for the opening of the Grand Theatre of Rabat.
The 14th edition of the Market for African Performing Arts (MASA), held from April 11 to 18 in Abidjan, highlighted Morocco’s participation within a continental framework dedicated to the role of the arts as a driver of economic and social integration.
According to organisers and diplomatic officials in attendance, this edition brought together several African cultural leaders as well as Moroccan representatives, including the Moroccan Ambassador to Côte d’Ivoire, Othman El Ferdaous, alongside Royal Air Maroc (RAM), the event’s official partner.
In a speech delivered on behalf of RAM’s Chairman and CEO, Abdel Hamid Addou, the airline’s Africa Director, Noura Daoudi, emphasised the strategic importance of MASA, describing Abidjan as the “undisputed crossroads of economic and cultural vitality” on the continent.
She explained that the company’s commitment is part of a vision where “arts and culture are an essential driver of influence and cohesion in Africa,” in line with the national carrier’s African focus.
This focus translates into logistical and symbolic support for the mobility of African artists, considered a key factor in the circulation of works and talent.
RAM is promoting its slogan “Dream Africa. Meet Morocco” to support creators across the continent, within a framework of air connectivity serving the cultural industries. MASA, described by its organisers as a platform for distribution and co-production, is part of this dynamic of structuring African cultural markets.
On the economic front, no official figures regarding the direct impact of this edition have been released at this stage. However, Ivorian authorities and organisers present the event as a catalyst for
cultural industries, a sector that is growing on the continent according to several international institutions, although a consolidated report for 2026 is not yet available.
Following their presence in Abidjan, Moroccan stakeholders are promoting a broader cultural strategy across Africa. This strategy aligns with Morocco’s South-South cooperation initiatives, where culture plays a key role in continental exchanges, complementing economic and diplomatic dynamics.
Meanwhile, the Director General of MASA, Abderrahmane Kamate, announced his invitation to the launch of the Grand Theatre of Rabat, scheduled for May 2026. Inaugurated in October 2024, this cultural venue, costing 2 billion dirhams (approximately 185 million euros), boasts a capacity of 1,800 seats in the main auditorium, 520 seats in the secondary theatre, and up to 7,000 seats in the outdoor amphitheater.
The anticipated launch marks a new stage in Morocco’s integration into African and international cultural circuits.
MK/AK/Sf/fss/as/APA