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Event strategy
Morocco's Mega Event Strategy: A Winning Move or a Risky Gamble?

4.7 Minutes
Fz - krikbou
  Fatimazahrae Krikbou
event strategy

From the COP22 in 2016 to the upcoming FIFA World Cup of 2030, Morocco has proven to be a privileged destination for hosting global mega events. The country's strategic advantages in terms of location, infrastructure, and political stability are evident, but the key lies in understanding the underlying strategy. Why is Morocco so proactive in pursuing these hosting opportunities while other nations either avoid them or do not prioritize them? How does this strategy fit into Morocco's broader national objectives, especially as articulated in its national roadmap, the New Development Model (NMD)?

Strategic Motives: Beyond Economic Gain

At first glance, the quest of Morocco to host mega events may seem primarily focused on tourism and economic growth. Matter fact, events like the Annual meetings of the World Bank and IMF, as well as the COP22, attracted millions of tourists to the country. In 2023 alone, Morocco has drawn 14,5 millions of tourists, generating a record of 115 Billion dirhams ($10.5 billion) in revenue. However, the strategy expands beyond mere economic gains.

Morocco’s eagerness to host these events is part of a broader agenda to assert itself as a rising player on the global stage, flexing its soft power, and building new alliances.  These events help solidify Morocco’s role as a bridge between Africa, the Arab world, and Europe. It’s a strategic move that positions the country as a hub for international cooperation.

While some nations are stepping away from hosting mega-events due to concerns over financial costs and the environmental impact , Morocco views these platforms as gateway to international recognition and investment opportunities. Not only do they attract attention and investment, but they also showcase Morocco’s ability to handle large-scale events, helping to present the country as both competent and ambitious. Hosting these events also aligns with a bigger goal—accelerating Morocco’s long-term development. Events like the World Cup are a chance to attract foreign investment, build up infrastructure, and create international partnerships that support the NMD’s key objectives: creating jobs, modernizing the country, and boosting its competitiveness on the global stage.

Aligning Global Events with Morocco's NMD: A Double-Edged Sword?

At the heart of Morocco’s development plans, as outlined in the NMD, is the objective to enhance citizens’ quality of life by creating jobs, improving education, healthcare, and strengthening social security. Mega events like the World Cup do contribute to temporary job creation and infrastructure growth, as seen in Brazil (2014), South Africa (2010), and Russia (2018), but these gains are often short-lived. For example, Brazil’s World Cup generated approximately 130,000 direct construction jobs and 415,000 indirect jobs, yet many were temporary, and costly stadiums were underutilized post-event, with one repurposed as a parking lot. South Africa created around 159,000 jobs and saw a 0.5% GDP boost, but inequality persisted, as infrastructure improvements mainly benefited already developed areas. Russia experienced a surge of about 100,000 jobs and projected a 1% GDP increase. However the fundamental question remains: do these events generate the sustainable, long-term benefits required to meet the broader objectives of the NMD?

Take, for example, the 2030 World Cup preparations. While the construction of new stadiums and the renovation of existing ones will definitely create jobs and improve infrastructure, some critics argue that resources are being directed towards these projects at the expense of more pressing social needs. For instance, NGOs in the Al Haouz region—devastated by a recent earthquake—are calling for more attention to rebuilding villages and improving local infrastructure, like schools and hospitals. There’s a growing concern that focusing too much on global events could mean neglecting immediate, everyday issues.

These concerns aren’t just limited to natural disasters. Recently In 2024, Morocco faced a serious water crisis, with dam levels dropping below 28% due to severe drought. Then, heavy rains caused catastrophic flooding in the southeast, killing  people, destroying at least 40 homes, and highlighting the country’s vulnerability to natural disasters. These incidents raised important questions about whether

Morocco’s focus on mega-events is pulling resources away from critical infrastructure improvements in rural areas.

Moreover, hosting mega-events comes at a cost, not only in terms of financial expenditure but also in terms of social and environmental impacts. Morocco plans to build a large stadium in Benslimane, near Casablanca, and upgrade six others in preparation for co-hosting the 2030 World Cup, all in the cities of Agadir, Casablanca Fez, Marrakech, Rabat and Tangier. The construction of the proposed 100,000-seat football stadium in Benslimane has sparked debate, with commentators questioning whether Morocco truly needs such a massive facility. While it undoubtedly impresses the world, does it serve the immediate needs of Moroccan citizens? The massive focus on "the biggest" stadiums, or "the grandest" infrastructure projects raise concerns about sustainability, a critical pillar of the NMD.

Sustainability vs. Global Image: A Delicate Balance

Sustainability is the core component of the NMD, yet events such as the football World Cup rarely prioritize it. Large-scale stadiums and infrastructure projects are not typically designed with sustainability as their primary goal, raising the question of whether Morocco's strategy to impress the world conflicts with its own development objectives.

The challenge for Morocco is to balance its global image as a hub for international mega-events with its domestic goals of sustainability and inclusive development. The 2030 World Cup, while a monumental achievement, should be carefully aligned with Morocco’s long-term objectives, ensuring that the infrastructure, tourism, and job creation it generates contribute to the welfare of all Moroccans—not just for the duration of the event but for years to come.

A Clearer Vision: Making Global Events Work for Morocco's Future

If done right, hosting international mega-events can actually help Morocco achieve its long-term development goals. The trick is to ensure that the infrastructure, jobs, and tourism generated by these events have a lasting, positive impact on the country. Instead of building massive, single-use facilities, Morocco could invest in multipurpose venues that serve local communities long after the events are over.

It’s also important to keep a close eye on the social and environmental costs. Infrastructure projects should prioritize sustainability and benefit the people who need it most. That means making sure that the construction of new roads, stadiums, and hotels doesn’t come at the expense of things like water security or social services. Morocco’s challenge is to find a way to balance its global ambitions with the everyday needs of its citizens.

Co-hosting the 2030 World Cup is a remarkable achievement for Morocco and undoubtedly brings opportunities. However, critical questions must be asked about the true impact of these events. Does hosting such large-scale events genuinely align with Morocco’s broader development goals, or does it risk diverting attention and resources from more pressing needs? As Morocco continues to bid for and host international events, it must ensure that these efforts contribute to the overall prosperity and well-being of its citizens, balancing global ambitions with local realities.

 

 

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