Africa Place Marketing

Program

Conferences & Workshops

Covering the major topics of territorial marketing, the experts and stakeholders will meet to discuss the territorial marketing approach adapted to African territories.

Think Tank

This discussion format will allow guests to exchange and discuss their points of view live, to challenge the concept of sustainability of territorial marketing strategies and inclusive strategies, and to address the factors, resources and determinants that would enable greater citizen involvement.

African Tourism Forum of Casablanca

Organized in partnership with the Regional Council of Tourism, the 1st African Tourism Forum of Casablanca 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.

Africa Place Marketing Awards

The novelty of this 3rd edition. The objective of the Africa Place Marketing aims to communicate, share, award and reward best territorial marketing practices in Africa.

Africa Place Marketing Competition

Africa Place Marketing Competition is a concept that aims to raise awareness each year among students, as future leaders, to develop insights around attractiveness and territorial marketing. The concept brings together students representing top universities and colleges interested in territorial marketing.

9:00 - 09:45

Welcome of participants

9:45 - 10:15

Opening ceremony

10:15 - 11:45

CONFERENCE 1

Citizen participation for a sustainable and inclusive territorial hospitality and attractiveness
The primary goal of this conference would be to define the concepts of territorial marketing, citizen participation, sustainability in territorial marketing, as well as the principle of an inclusive strategy. The second goal would be to discuss the approach that needs to be undertaken to develop a solid, coherent reflection on the place that citizen involvement should hold in the overall marketing approach for successful territorial attractiveness and hospitality.
To discuss this theme, in this conference we will hear from researchers, professionals, and expert consultants in order to connect both academic and operational considerations.

12:00 - 13:30

CONFERENCE 2

Endogenous strategies in transitioning territories
The main goal of this conference is to explore current and emerging strategies, as well as to highlight new modes of organization and governance that place citizens at the heart of the thinking and action.
The complexity of territories and the acceleration of cycles of change and crisis have resulted in territories constantly (re)thinking their strategies and (re)directing them to ensure a transition to ever more endogenous strategies of attractiveness and hospitality.
This conference will be attended by elected officials and territorial managers who want to put inhabitants at the heart of their concerns.

14:45 - 15:45

WORKSHOP 1

The issue of measuring territorial well-being in hospitality and in territorial attractiveness
Despite the development of dashboards for measuring operational actions, it is crucial to measure the impact of territorial marketing strategies on stakeholders. Measuring the impact of the global marketing strategy on the targets and especially on the citizen makes it easier to (re)direct actions for a more efficient territorial attractiveness. The strong involvement of experts-researchers in this workshop will contribute to the increase in skills of the invited territories with nascent strategies.
The territorial well-being and the quality of life of local residents are indicators for measuring the subjective perceptions of inhabitants, which will be discussed by the participants.
This workshop will also be an opportunity to present the results of the perception and image study launched a few months ago by Casablanca Events et Animation for the Wecasablanca brand.

16:00 - 17:30

Think Tank

What role would the involvement of citizens play in an inclusive and sustainable territorial marketing approach adapted to African territories?
This discussion format will allow guests to exchange and discuss their points of view live, to challenge the concept of sustainability of territorial marketing strategies and inclusive strategies, and to address the factors, resources and determinants that would enable greater citizen involvement.
This think-tank combines the active participation of attendees with that of experts in order to analyze, imagine and develop new mechanisms adapted to African territories in such a way as to engage with citizens throughout the territorial marketing process, from the diagnosis to the design of the territorial offer.

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.

9:00 - 10:30

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.

10:45 - 12:15

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.

14:00 - 15:00

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.

15:15 -17:00

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.

17:45 - 18:15