African Tourism Forum of Casablanca

The 1st African Tourism Forum of Casablanca (ATFC) is a forum for exchange and reflection on the adoption of territorial marketing as a driver of sustainable and inclusive development of African territories with tourism potential.
The FATC therefore seeks to unite the key players in the tourism industry in order to co-construct the attractiveness of African territories by involving tourists, citizens and investors.
The 1st African Tourism Forum of Casablanca is an initiative of the Regional Council of Tourism of Casablanca-Settat, which aims to welcome the tourist operators of African territories in Casablanca -Hub of the continent- around Africa Place Marketing.

CONFERENCE 1

Continental Mobility; a major driver for the development of African tourism territories
Continental mobility is hampered by the requirement of tourist visas and the availability of suitable and affordable air travel. This context hinders the development of African territories which nevertheless have significant tourism potential.
These obstacles prevent African territories from developing their territorial marketing approaches based on the intra-African tourist target, one of the three essential targets for the success of such an approach.
Based on the example of the European Union (or other), examples of best practices in facilitating mobility can be examined with a view to highlighting recommendations and bringing them to the attention of all stakeholders.

CONFERENCE 2

A sustainable and inclusive territorial marketing approach would help develop African territories with high tourism potential
Tourists are one of the three targets of any territorial marketing approach. Developing intra-African tourism therefore depends on taking tourists into consideration in such an approach.
The ingredients for a successful territorial marketing approach to tourism for African territories should be coupled with a study of the aspirations of both tourists and citizens living in these territories. This would make it possible to achieve one of the sustainable development goals for tourism, which calls for the inclusive integration of local populations in any territorial tourism development process.
All local and regional stakeholders who can contribute to the success of a territorial marketing approach to tourism should be informed about the importance of the territorial marketing approach in African territories with tourism potential.

WORKSHOP 2

Citizen participation, the grail of citizen, tourist and entrepreneurial territorial marketing
Different experts will exchange on recent studies and scientific research, as well as practices of some territories that are leaders in terms of citizen involvement, endogenous governance and improvement of the quality of life of citizens on the two other main targets of territorial marketing, namely tourists and investors.
This workshop also aims to summarize the two days of work by developing a forward-looking reflection on the active participation of such citizens, who are co-constructors, consumers and ambassadors of the attractiveness and territorial hospitality process.

AFRICA PLACE MARKETING AWARDS

The novelty of this 3rd edition is the Africa Place Marketing Awards, the objective being to communicate, share, award and reward best territorial marketing practices in Africa.
The APM Awards' mission will be to identify inspiring African initiatives that address the issues and problems faced by territories.
4 categories of projects can be submitted:
* Territorial branding;
* Economic development;
* Tourism and cultural events;
* Major structuring projects;
Applications will be reviewed by a jury of neutral African and international experts based on pre-established criteria publicly announced on the application form.
The 5 selected territories will make a 10-minute presentation on the 2nd afternoon of the PMA to the audience and jury members.
Each winner will be presented with a Place Marketing Award and receive a distinction of excellence.

Cérémonie de clôture