Territorial Communication as a Lever for Regional Attractiveness: An Exploratory Study in Morocco

Abstract

In Morocco’s context of advanced regionalization, territorial authorities (cities, regions, municipalities) are required to develop appropriate and effective communication strategies to strengthen their economic attractiveness (for investors and firms), showcase their heritage and assets (tourism, culture, quality of life), and enhance their visibility amid national and international competition. Accordingly, the central question of this research concerns how local actors mobilize communication to reinforce the image and competitiveness of the Maarif district (Casablanca–Settat region), a modern economic hub facing visibility challenges.
Drawing on theories of place marketing and collaborative governance, we adopted a qualitative methodology based on semi-structured interviews with elected officials and communications managers, complemented by an analysis of the district’s communication materials. Our findings show that Maarif’s territorial identity is articulated around economic dynamism and modernity, yet constrained by budgetary limitations and a heavy reliance on social media. The study also underscores the importance of citizen participation and offers context-sensitive recommendations to optimize the communication strategy in line with local cultural specificities, thereby providing avenues for enhancing regional attractiveness in Morocco.

Keywords: Advanced regionalization, territorial communication, regional attractiveness, place marketing, Casablanca–Settat region.

Received Date: July 19, 2025                       Accepted Date: August 11, 2025                     Published Date: August 30, 2025   Available Online at https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/438