By Ebi Kesiena
Casablanca, Morocco’s economic hub, played host to the 5th edition of the Africa Place Marketing Forum on Wednesday, spotlighting the transformative role of major events in enhancing territorial attractiveness across Africa. The forum emphasized how sporting, cultural, and economic events can act as powerful catalysts for inclusive development and sustainable growth in local communities.
Organized by Casablanca Events and Animation, the initiative explored ways to position African cities as dynamic and appealing destinations.
Nabila Rmili, President of the Casablanca Municipal Council, underscored the city’s preparations for landmark events, including the 2025 Africa Cup of Nations and the 2030 FIFA World Cup. She highlighted the focus on infrastructure upgrades and maximizing post-event legacies, while calling for innovative citizen engagement to fully harness these opportunities.
General Manager of Casablanca Events and Animation, Mohamed Jouahri, elaborated on the importance of the territorial brand “We Casablanca” as a driver of development. He noted that international events offer a unique platform for Casablanca to reinforce its position as a leading African metropolis.
From a regional perspective, Asmaa Belkeziz, Vice President of the Regional Council, highlighted the role of events in shaping territorial identity and sustainable development as outlined in the Regional Development Plan.
Tourism also featured prominently in discussions. Othman Cherif Alami, President of the Casablanca-Settat Regional Tourism Council, detailed the region’s goal of attracting 6 million tourists by 2030. He emphasized the need for world-class infrastructure and international events to bolster Casablanca’s reputation as a premier African destination.
The forum included workshops, certified masterclasses, and discussions on leveraging major events for development. Additionally, the third African Tourism Forum, held alongside the event, explored synergies between tourism and major events, with a focus on positioning African destinations on the global stage.
