Opening ceremony

PANEL 1 : Territorial identity at the beginning and command of the territorial marketing approach

We defend the principle that identity is at the beginning and at the command of the territorial marketing approach. It would represent a model that would confirm that identity, which underpins the meaning of the approach, is the foundation on which territorial elements as strong as value and connection are built. In this first panel, we will attempt to open the debate on the role of territorial identity in territorial development and attractiveness initiatives.
What is the link between identity and the attractiveness of territories in the international, Moroccan and African model? How can the territorial identity (the identity portrait) of territories be revealed? What is the value of identity in global attractiveness initiatives? What would be its contribution in each phase and each sub-phase of the approach? And what are/will be the repercussions of taking territorial identity into account in the management of public affairs? In order to discuss this theme, we will look at a few cases of territorial approaches that have already proved their worth and that represent benchmarks in terms of identity studies within the framework of territorial marketing at international level, in Africa and in Morocco. Cases that are in the process of being perfected and other emerging initiatives that are based on solid scientific approaches will also be discussed.

PANEL 2 : The place of territorial identity in territorial marketing initiatives

The aim of this panel will be to explore African initiatives in holistic and integrated territorial marketing, those that focus specifically on tourism, those that focus on residents and citizen participation and/or those that have focused their development on attracting investment. The aim is to discover the list of attractiveness strategies and policies already launched in Europe, America, Asia and Africa, to assess and discuss their relevance and the impact of the actions undertaken on the targets and, ultimately, to compare them with the vision of international experts and professionals who will be coming to discuss the theme and share their best practices with us.
This panel will enable us to begin building a common basis for thinking about the implementation of future African strategies for our territories in transition.

THINK TANK : Major events: markers of identity and levers of territorial attractiveness

Hosting major sporting, business or cultural events is an unprecedented opportunity to showcase and promote the assets of the host region.
Organising a major event generally generates socio-economic spin-offs and enhances the region's appeal in the short, medium and long term. What's more, in addition to accelerating development, the event also becomes a marker of identity that will form an integral part of the region's identity and image in the future. The think tank's topic comes at just the right time, with the announcement of the organisation of the 2030 World Cup between Morocco, Spain and Portugal, a breathtaking opportunity to have a real case for discussion.This participatory conference format will provide an opportunity to open the debate on the impact of the organisation of this major event on the three territories and on territorial cooperation.
The aim of this think tank is to put participants in an active position of co-construction to provide answers to social, economic and political questions for identity-based discourses that will see the participation of representatives from the three territories as well as internationally renowned