Major events: levers of attractiveness for Africa and Morocco
The mayor of Casablanca agreed with this by emphasizing the importance of going beyond simple organization to truly engage the local community. “The events you organize are more visible and better heard where participation is greater,” she stressed. She invited organizers to rethink the way they designed these events, citing the example of the summer in Casablanca, where local initiatives helped to energize the city. However, she recalled that it was necessary to introduce more innovation: “We must look for more innovative formulas. We are looking for international practices and good examples,” she declared, calling for more creative thinking to strengthen the attractiveness of the city, particularly on the occasion of CAN 2025 and the 2030 World Cup. .
A holistic and inclusive approach: the keys to the success of major events
One of the essential points discussed during Africa Place Marketing was the holistic and inclusive approach to major events, as highlighted by Yasmine Alaoui, professor at ENCG Casablanca. According to her, these events must be opportunities to reposition a territory on the world stage and promote its long-term development. She insisted on the importance of taking into account all dimensions of territorial development, from the economy to culture, including the environment. Ms. Alaoui also stressed that attractiveness must be inclusive, so that the benefits benefit the entire population. “A holistic and inclusive territorial attractiveness aims to maximize the benefits and ensure that these benefits benefit the greatest number of people,” she explained, concluding that training programs and community projects would ensure that all segments of the population participate in the economic and social fallout generated by these events.
