UNDER THE HIGH PATRONAGE OF HIS MAJESTY THE KING MOHAMMED VI

Tourism and Economic Impact

CLOSE COLLABORATION WITH MOROCCAN SUPPLIERS

Mawazine is a leading economic player that contributes significantly to the activity of Moroccan enterprises. Since its creation, the festival has developed a pipeline of professions related to festival activity, by favoring close collaboration with local suppliers and by hiring experienced people in their field.

The list of related professions is long: stage managers, engineers, sound and light technicians, technicians responsible for the assembly of arts facilities, technical directors, communication managers, administrators, managers, security agents, cooks, printers, etc.

Today, Mawazine works with over 40 Moroccan companies, negotiating three-year partnerships with key suppliers. Result: local businesses have been able to equip and train their staff to meet the needs of the most prominent international productions.

AN SIGNIFICANT INFLUENCE ON THE TOURISM INDUSTRY

The impact of Mawazine is not limited to the entertainment industry; Shops, artisans, transportation, restaurants, hotels, etc. A total of 3,000 direct and indirect jobs benefit from the festival. Each year, Mawazine generates 22% growth in tourism turnover of Rabat.

Three beneficiary sectors

Three sectors benefit from the Mawazine effect via a significant increase in their turnover. Retail, catering, and transportation sectors see their sales grow by an average of 30% during the festival. For those shops that make on average between 2,000 and 50,000 MAD per day, the festival is an important source of business.

Hospitality sector thrives

During the festival, hotels have an average turnover growth of 22%. The hotel occupancy rate is as follows:

  • 100 % for 4/5 stars.
  • 63 % for other hotels.

This is two to four times more than during the normal period.

THE IMPACT ON THE IMAGE OF MOROCCO

“ATTRACTION OF INTERNATIONAL CELEBRITIES”

Shakira, Quincy Jones, Stevie Wonder, Joe Cocker, Rihanna… the list of celebrities who participated in Mawazine is long; it portrays the attractiveness of the festival, and in turn offers a grand sound box for the image of Morocco. First, because the celebrities are of interest to the press, then, because the artists themselves conduct communication campaigns that enhance the image of the festival and the host country. By publicizing their participation in Mawazine, the biggest names in the music scene are regularly asked to mention Morocco on their Twitter or Facebook account, and on their website or fan page. Acting as true ambassadors, these celebrities thus offer invaluable relay to make the kingdom shine abroad.

“THE PROMOTION OF MOROCCAN ARTISTS”

Making Morocco shine is also putting forward Moroccan artists. Mawazine is an important platform for hundreds of artists to express their talents, and who thanks to this prestigious festival, shine worldwide. With more than half of its lineup dedicated to singers and musicians of the kingdom, Mawazine is the only festival of the country to grant such a large place to the best representatives of Moroccan music: celebrities like RedOne or Nass El Ghiwane, but also young talents spotted through Generation Mawazine. This unique media presence is built around concerts, but also thanks to unique creations that highlight the contribution of Moroccan and foreign artists.

“CREATIONS BRINGING TOGETHER MOROCCAN AND INTERNATIONAL CELEBRITIES”

Many artists have participated in iconic creations these previous years. In 2009, Italian Ennio Morricone, worked with a Moroccan choir; in 2011, Algerian Safy Boutella, along with the group, re-explored the repertoire of Nass El Ghiwane. The same year, on the occasion of the tenth anniversary of Mawazine, American Quincy Jones (producer of Michael Jackson) and Moroccan producer RedOne, worked together on the cover song in Arabic of Quincy Jones’ hit, Tomorrow, a song dedicated to childhood, hope and peace. Coupled with a music video that brought together Arab and American artists, this original work was conceived in the same spirit as We are the world, a charity song produced in 1985 in response to famine in Ethiopia. Revenue from this project has been donated to child protection associations in Arab countries including Moroccan associations. In 2013, the Silk Musical Road was honored on stage at the historic site of Chellah.

“THE EXPANSION OF THE KINGDOM’S VALUES”

Mawazine also strives to convey the Moroccan cultural model abroad, while working to spread the values the kingdom embraces: tolerance, exchange and diversity. This is why the festival offers, since always, a lineup that captures all the cultures of the world. This is the reason the festival organized, in 2011, the concert “The Voices of Peace.” Initiated in response to the bombing of Marrakech, this concert brought together, on the automobile circuit of the red city, approximately 45,000 people coming to listen to the celebrities of music for 7 hours (Nass El Ghiwane, Hajja Hamdouiya, Saida Charaf, etc.). On this occasion, a check for 3 500 000 MAD was donated by Maroc Cultures to the families of the Moroccan and foreign victims.

 

© Copyright 2017 Association Morocco Cultures.