This year, the fourth edition of Africa Place Marketing will be organized under the theme “Territorial Identity: Vector of Resilient and Sustainable Attractiveness”. Professionals, researchers, and experts from around the world, but especially from Africa, will gather in Casablanca to discuss the theme.
The work of past editions has confirmed that one of the key points of territorial marketing is that it reflects the primary desire of elected officials and entities responsible for territorial marketing and attractiveness strategy to assert and/or reinvent territorial identity. Consequently, practitioners and researchers are gradually becoming more aware of the importance of the identity dimension in territorial marketing worldwide, but especially in Africa.
All internationally proven territorial brands have relied on scientific identity studies that have capitalized on the territory’s strengths and created “the beautiful story” of the territory around which the sustainable territorial offer is built and through which the territory could nurture its resilience in the face of crises.
Inspiring Moroccan, African, and international cases will testify to this reasoning. The objective is to assess the role that identity should play in the attractiveness approach in our African territories and to co-construct a territorial marketing approach whose foundation would be the territory’s DNA.
