Morocco leverages cultural assets to strengthen international influence

Morocco has emerged as a significant cultural force internationally,deploying strategic soft power initiatives through music,cinema,and artistic expression. The North African kingdom’s carefully orchestrated approach combines institutional support with grassroots creative energy to project a distinctive cultural identity across African,European,and Middle Eastern markets.

The Gnaoua World Music Festival in Essaouira,recognized by UNESCO as intangible cultural heritage since 2019,exemplifies this cultural diplomacy strategy. The event attracted over 300,000 attendees in June 2025,showcasing traditional Gnaoua masters alongside international performers. The Ministry of Foreign Affairs reports supporting more than 150 annual cultural events abroad,amplifying Moroccan artists’ global reach through streaming platforms and international venues.

Cinema represents another cornerstone of Morocco’s cultural projection. The Marrakech International Film Festival has established itself as a premier platform for African and Arab cinema,drawing industry luminaries annually.

Ouarzazate,dubbed “Hollywood of the desert,” generated approximately 1.5 billion dirhams in 2024 from international film productions. Morocco ranks among the top ten global filming destinations,leveraging diverse landscapes and modern infrastructure to attract major productions.

Domestic cinema consumption has surged remarkably,with box office revenues climbing from 77 million dirhams in 2022 to 127 million in 2024. Attendance increased from 1.7 million viewers in 2023 to 2.2 million in 2024,reflecting renewed public interest in local content.

Morocco’s cultural influence extends regionally through targeted initiatives. Rabat’s designation as African Cultural Capital in 2020 reinforced pan-African partnerships. European engagement includes regular participation in Paris and Berlin book fairs and the 2018 opening of Morocco’s Cultural Center in Paris. Middle Eastern connections flourish through Dubai Fashion Week participation and collaborative film productions with Arab nations.

This multifaceted cultural strategy positions Morocco as an influential player in global cultural diplomacy,demonstrating how artistic expression can forge lasting international relationships.