From stone to business model: Meknès' strategy to convert its billion-dirham rehabilitation into a growth engine

With a public investment of nearly one billion dirhams to restore its iconic monuments, Meknès is initiating the commercial valorisation of its heritage. At the end of the International Tourism Forum, a roadmap sets the priorities for exploitation.
In Meknès, the seventh International Tourism Forum (FITAM) brought together public actors, industry professionals, and several diplomatic representations around a precise imperative. The removal of scaffolding from historical monuments, made possible by a rehabilitation programme re-evaluated at nearly one billion dirhams for 54 operations, now requires addressing the issue of profitability.
From the start of the proceedings, speakers insisted on the need to move beyond the simple function of contemplation to build an offer that generates direct revenue, while foreign delegations highlighted the receptivity of international clients to the cit…